Building a CDP-Centric Martech Stack: STIHL's Global Implementation Journey

Speakers: Florian Schluetter | Product Owner Customer Data Platform, STIHL
Go behind the scenes of STIHL’s global CDP implementation. Learn how they standardized data across 30+ international subsidiaries, integrated offline and online data points, and solved the "Headquarters vs. Local Team" governance puzzle to power real-time personalization.

Key Technical & Strategic Pillars:
Cross-Device & Offline Integration: How STIHL structures data points from physical retail (offline) to digital touchpoints (online).
Global Governance: Managing the "HQ vs. Local" dynamic across 20-30 distinct business units while maintaining strict data compliance.
Bi-directional Connectors: A deep dive into the new integrations allowing seamless data flow across the entire stack.
High-Impact Use Cases: How unified data is immediately driving results through Cart Abandonment recovery and Website Personalization.

Presented as part of a workshop at Digital Velocity London 2026.