liiketoiminnan johtaminen datalla - miten hallitsen asiakaskokemusta?

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at [email protected]

Liiketoiminnan johtaminen datalla –

miten hallitsen asiakaskokemusta


Who am I?▪ BBA, James Madison University, VA, USA

(Computer Information Systems) ▪ 13+ years of industry related experience▪ At Klikki since 2005▪ Active role at IAB Finland:

▪ Board member▪ Chairman of programmatic buying taskforce▪ Member of private policy and data protection

taskforce

Twitter: @csoccerLinkedin: search Jukka SundquistPhone: +358 40 587 418E-mail: [email protected]


Table of contents

Marketing and customer experience transformation1

Customer journey: how to control it?2

Internal factors: Data & insights3

Internal factors: Capabilities4

How to move forward?5


1. Marketing and customer experience

transformation


Print

WoM

TV

Radio

Online

€

Store

Reseller

Webstore

Tele sales

outboundCompetitor X

Marketing Transformation

Comparison site XDiscussion forum YCompetitor site Z…


Experience Transformation

Store

Transport Usage

Replacement

PlanningTravel Holiday

Dreaming WoM

?= DATAWoM

SoMe


2. Customer journey: how to control it?


Marketing transformation Experience transformation

Visibility

Content Business design

Dialog


How to control the loop?

TECHNOLOGIES

DATA MANAGEMENT

PROCESSES

ORGANIZATION

CO

NTEN

T

BU

SINESS D

ESIGN

VISIBILITY

DIA

LOG

DATA & INSIGHTS

CAPABILITIES

External

Internal

3.


150 logos in 2011 3 500 logos in 2016


Tech: Web data & insight


Tech: Instore data & insights


Tech: Advertising data & insights


Tech: CRM data & insights


Tech: 3. party data & insights


Data management


Visibility gapExperience gap

Content gapDialog gapAnalyze your customer journey


How to control the loop?

TECHNOLOGIES

DATA MANAGEMENT

PROCESSES

ORGANIZATION

CO

NTEN

T

BU

SINESS D

ESIGN

VISIBILITY

DIA

LOG

DATA & INSIGHTS

CAPABILITIES

External

Internal

4.


5. How to move forward?


Marketing transformation Experience transformation

1. Understand customer journey


2. Analyze your current internal and external status

TECHNOLOGIES

DATA MANAGEMENT

PROCESSES

ORGANIZATION

CO

NTEN

T

BU

SINESS D

ESIGN

VISIBILITY

DIA

LOG

DATA & INSIGHTS

CAPABILITIES

Internal

External


3. Create a vision, strategy and milestones based on found insights


Visibility gapExperience gap

Content gapDialog gap4. Analyze your customer journey


5.

liiketoiminnan johtaminen datalla - miten hallitsen asiakaskokemusta?

Data & Analytics