Post on 15-Apr-2017
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Liiketoiminnan johtaminen datalla –
miten hallitsen asiakaskokemusta
Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
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: jukka.sundquist@klikki.com
Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
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
Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
1. Marketing and customer experience
transformation
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WoM
TV
Radio
Online
€
Store
Reseller
Webstore
Tele sales
outboundCompetitor X
Marketing Transformation
Comparison site XDiscussion forum YCompetitor site Z…
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Experience Transformation
Store
Transport Usage
Replacement
PlanningTravel Holiday
Dreaming WoM
?= DATAWoM
SoMe
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2. Customer journey: how to control it?
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Marketing transformation Experience transformation
Visibility
Content Business design
Dialog
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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.
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150 logos in 2011 3 500 logos in 2016
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Tech: Web data & insight
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Tech: Instore data & insights
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Tech: Advertising data & insights
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Tech: CRM data & insights
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Tech: 3. party data & insights
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Data management
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Visibility gapExperience gap
Content gapDialog gapAnalyze your customer journey
Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
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.
Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
5. How to move forward?
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Marketing transformation Experience transformation
1. Understand customer journey
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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
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3. Create a vision, strategy and milestones based on found insights
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Visibility gapExperience gap
Content gapDialog gap4. Analyze your customer journey
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5.
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