Sony Plystation and Salesforce ExactTarget talking Internet of Things and Connected Products.

1. The Internet of Things
with Stuart Coleman ~ Sony
#ETMornings
@ExactTargetUK
@PlayStation

2. Agenda
• Welcome ~ Nick Evans (ExactTarget Marketing Cloud)
• History of the Hippodrome
• 5 Big Brand Challenges ~ Jeremy Waite (ExactTarget Marketing Cloud)
• “The Internet of Things” ~ Stuart Coleman (Sony)
• Q&A
#ETMornings

3. @JeremyWaite
Head of Digital Strategy, EMEA
#ETMornings

4. “Digital marketing has more
to do with psychology and
sociology than technology”.
@BrianSolis

14. “We ask too much of
Technology and not
enough of ourselves”.
@NateSilver538

16. Stuart Coleman
European CRM Manager, Sony Computer
Entertainment
@StuSta | @PlayStation
#ETMornings

17. “The Internet of Things” with Stuart Coleman
• Sony ~ Yesterday / Today / Tomorrow
• “The Internet of Things”
• Successes So Far
• The Four Big Challenges
1. Data
2. Multi-channel
3. Technology
4. People and Teams

18. -­‐
Focused
on
product
launch
only
-­‐
Minimal
automa5ons
- Early Life
cycle
campaigns
- Minimal
automation
- Data
processing
delays
-­‐
Advanced
automa5on
-­‐
Produc5on
efficiencies
-­‐
Early
mul5
channel
- Multi
Channel
- Near real
time data
processing
- Predictive
scoring
Time
Sophistication
Sony ~ Yesterday, Today, Tomorrow…
Mul5ple
Territory
Databases
2007-9
2012-3
2014
2010-11
1
2
3
4
5
<2006

20. Since the implementation of ExactTarget in 2011 (until Jan
2014)
ü Open rates have improved by over 84%
ü Click rates have improved by over 67%
ü No. of campaigns produced has grown by up to
500%
ü Strong ROI for key campaigns for PS4 and PS Plus
Successes so far…

21. What factors drove these results?
ü Strong Virtual CRM team
ü Mature / Stable ExactTarget
platform
ü Email template upload
solution
ü ExactTarget Audience Builder
ü ExactTarget Campaign
Automation

22. The Four Big Challenges for SCEE
1. Data
2. Multi-channel
3. Technology
4. People

24. Q&A

25. exacttarget.com
#ETMornings