naturenergie communicates with customers via numerous digital channels, but their data is isolated in data silos. This fragmented landscape prevents a holistic view of the customer journey. This makes it much more difficult to optimise marketing and sales and poses a particular challenge due to strict security and data protection requirements (GDPR, KRITIS).

Based on a theoretical foundation (customer journey, BI, GDPR), a comprehensive analysis of the current situation was carried out. Qualitative expert interviews with key people from IT, cybersecurity and data protection clarified the framework conditions. A quantitative survey of the channel managers determined the specific KPI requirements. Based on this, a solution architecture and a detailed implementation guide were designed.

The result is a comprehensive "Conceptual Implementation Guide for a Customer Journey Dashboard". This describes a robust, secure and privacy-compliant solution to overcome data silos. The guide includes concepts for data integration (via SAP Integration Suite), cybersecurity (ISO 27001, Microsoft Entra ID) and data protection (pseudonymisation, consent). The designed dashboard mock-ups visualise relevant KPIs (e.g., conversion rate, CLV) and generate actionable "marketing intelligence". For Naturenergie, this creates the benefit of realising an integrated view of the digital customer journey, making data-driven decisions, increasing the efficiency of marketing and sales measures and sustainably improving customer relationships.