Success Story Deutschlandcard

DeutschlandCard and DYMATRIX join forces for modern campaign management. Together they are setting new standards in multichannel marketing.


DeutschlandCard, one of the largest multi-partner bonus programmes and also one of the multi-channel marketing platforms in Germany with the widest reach, is renewing its campaign management with the marketing automation solution DYMATRIX Marketing Automation from DYMATRIX. Putting customers and their needs at the centre of their actions – a guiding principle that unites both companies and marks the start of a successful partnership on an equal footing in 2021.

The Partner

Launched in 2008, DeutschlandCard, based in Munich, employs more than 140 people and is now one of the largest and most far-reaching multi-partner bonus programmes in Germany. With a partner network of numerous well-known companies such as EDEKA, Netto Marken-Discount, Esso, Hammer and ROFU, as well as more than 450 participating online shops such as OTTO and booking.com, DeutschlandCard is able to provide programme participants with highly relevant information and offers across all channels and industries. More than 20 million participants use the programme and appreciate the many benefits it offers them. As a digital multichannel marketing platform, partner companies also benefit from the programme's extensive reach. For example, the DeutschlandCard app has been downloaded more than 7.5 million times. The multi-partner bonus programme thus realises its claim of supporting companies in customer acquisition and retention at the highest level.

Customer logo - Deutschland Card

The Starting Position

In order to continue to meet its customer centricity requirements in the future, DeutschlandCard planned to replace its existing campaign management system with a new, state-of-the-art solution. The new solution provider was required to have an in-depth understanding of processes in the areas of data management, marketing automation, analytics and the GDPR.
The objective and challenge was to replace the existing system, which was deeply rooted in DeutschlandCard's infrastructure and processes, with a marketing automation solution that could at least map the existing processes and also optimise them step by step. An additional challenge was to migrate existing processes for executing several hundred campaigns to the new solution within a very short period of time and while business operations were ongoing.
Following an intensive tendering and selection process, managed by the consulting firm CINTELLIC, DYMATRIX and the marketing automation solution DYMATRIX Marketing Automation were chosen in mid-2021.

Graphic for section - initial situation

The Project Performance

Together with CINTELLIC, DeutschlandCard and DYMATRIX defined the basic requirements for a joint proof of concept (PoC). The jointly developed core topics for the project formed the basis for this:

  • Mapping a complex logic for handling personal data from DeutschlandCard with the on-board tools of DYMATRIX Marketing Automation
  • Connection options and external control of an existing campaign briefing suite from DeutschlandCard for direct campaign and customer journey creation in DYMATRIX Marketing Automation
  • Integration and sustainability check using the DYMATRIX Marketing Automation extension solution Real-Time Center as a SaaS solution and development of relevant use cases

The focus of the PoC was on integrating the marketing automation solution DYMATRIX Marketing Automation into the existing infrastructure at DeutschlandCard. The key question here was whether the business-critical campaign processes could be implemented.

Another focus was on the usability of the new solution from the perspective of various areas such as CPM, DWH, analytics and marketing. In addition, one of the main topics was performance, including, for example, more complex target group selections as well as data imports and exports in conjunction with the existing DWH.

After the joint successful PoC and DeutschlandCard's decision to partner with DYMATRIX, the prototypical implementation was expanded and further optimised under great time pressure to become the final productive solution, so that the first automated live campaigns were already being sent to DeutschlandCard participants via DYMATRIX Marketing Automation at the beginning of 2022. The challenging timeline could be met thanks to the close collaboration between DeutschlandCard, CINTELLIC and DYMATRIX project staff.

Graphic for section - Project performance

The Benefits

Thanks to DYMATRIX Marketing Automation, DeutschlandCard is now able to simplify complex target group selections, automatically play extensive multi-partner campaigns as contact routes across all relevant touchpoints and address its participants in a personalised way along the customer journey, thus further anchoring their needs at the centre of its activities. DYMATRIX Marketing Automation facilitates and structures internal processes more efficiently, thus also expanding access to the marketing automation solution within DeutschlandCard to user departments.

Since DYMATRIX Marketing Automation has a modular structure and can therefore be seamlessly expanded, it is also possible to integrate the DYMATRIX Marketing Automation expansion solution Real-Time Center to be able to react to customer needs in real time in the future.

Graphic for section - Benefits

Project Realisation & Key Facts

Graphic for section - Project implementation
Project Realisation
  • Consultancy, design and implementation of core processes in data management, marketing automation & GDPR.
  • Prototypical structure, migration and expansion to a productive solution of DYMATRIX Marketing Automation on the DeutschlandCard infrastructure and the DWH.
  • Integration of print, e-mail and app channels under GDPR-compliant processes
  • Hypercare phase after first live campaigns and advice on optimising campaign and customer journey processes.
Graphic for section - Key facts
Key Facts
  • Successful tender process, PoC and implementation of DYMATRIX Marketing Automation in time and in budget.
  • Consulting in areas central to DeutschlandCard: data management, marketing automation & GDPR.
  • Simplification of complex target group selections and automated campaign delivery via print, email, push, web portal and app.
  • Cooperative partnership between all parties involved: DeutschlandCard, CINTELLIC and DYMATRIX.
Gernot Henning from Deutschland Card

DYMATRIX Marketing Automation is a future-proof customer experience solution that impresses with its range of functions and enables us to offer our participants the experience that our multi-partner programme pursues.

Gernot Hennig

VP BI & IT, Member of the Management Board of DeutschlandCard