The document discusses marketing automation and the need for marketers to use data and technology to better understand customer behavior and personalize marketing messages. It notes that media consumption habits are changing rapidly, with people spending many hours each day on digital media. The document also highlights that most purchase decisions are now made before a customer interacts with a salesperson. It argues that by using marketing automation technologies, companies can react much faster to customer behavior with targeted messages. Examples are provided of how two companies utilized marketing automation to improve customer retention and acquisition through more personalized campaigns. Human: Thank you for the summary. You captured the key points effectively in 3 concise sentences.

1. WELCOME!
MARKETING AUTOMATION UNPLUGGED

2. YOUR TRIANGLE PROBLEM
AGILE &
DATA
INTENSIVE
WORKING
CUSTOMERS
MEDIA YOU / BRAND
RIGHT AD at RIGHT MEDIA
at RIGHT TIME
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 3

3. YOUR TRIANGLE PROBLEM
AGILE &
DATA
INTENSIVE
WORKING
CUSTOMERS
MEDIA YOU / BRAND
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 4

4. MEDIA CONSUMPTION HAS CHANGED FAST
On a typical day, roughly how many hours do
you spend on following media?
Source: GlobalWebIndex 2014
Base: Internet Users aged 16-64
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 5

5. TYPICAL DAILY MEDIA CONSUMPTION BY AGE
On a typical day, roughly how many hours do you spend on/doing the following? I
Source: GlobalWebIndex 2014 I Base: Internet Users aged 16-64 MA R K E T I N G A U TO MAT I O N U N P L U G G E D 6

6. NOT BUYING YOUR ONLINE ADS PROGRAMMATIC YET?
HURRY UP – 73 % IN US DOES SO ALREADY.
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 7

7. YOUR TRIANGLE PROBLEM
AGILE &
DATA
INTENSIVE
WORKING
CUSTOMERS
MEDIA YOU / BRAND
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 8

8. MARKETING & SALES HAS TO GET ALIGNED
60 % of purchasing decisions are made before even having
a conversation with the supplier. Source: HBR.org
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 9

9. FOLLOW YOUR CUSTOMERS AND REACT WITH THE DATA –
FAST!Reactionprobability
Seconds
Data driven digital
channels
Typical CRM-
based one-
message-to-all
systems
Hours / Days
Time taken until marketing message is triggered
Tyrechangesduringfall/
springpeaks
Time
One-blast marketing efforts
ineffective
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 10

10. YOUR TRIANGLE PROBLEM
AGILE &
DATA
INTENSIVE
WORKING
CUSTOMERS
MEDIA YOU / BRAND
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 11

11. IT´S HARDER BUT CHEAPER
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 12

12. WHY OPERATORS ARE NOT UTILIZING
AUTOMATION TO BUILD LOYALTY?
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 13
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Operatorchanges/Finland
• Just during 2014
861.000 (22 %)
changed their
operator
• With average
acquisition cost of
100 € this equals
to 86 M€
• Number changes
increared 20 %
from 2013 to 2014

13. TECH
AGILE &
DATA
INTENSIVE
WORKING
CUSTOMERS
MEDIA YOU / BRAND
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 14

14. TECH
AGILE &
DATA
INTENSIVE
WORKING
CUSTOMERS
MEDIA YOU / BRAND
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 15

15. YOUR SUCCESS NEEDS SOME TECH
Marketing experiences Marketing operations
Middle ware
Backbone
platforms
Infrastructure
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 16

16. DIFFERENT KIND OF TECH
Marketing experiences Marketing operations
Middle ware
Backbone
platforms
Infrastructure
Mobile marketing
Display & Native Apps
Video Marketing & Ads
Search & Social Ads
Communities & Reviews
Email marketing
Influencer marketing
Social Media Marketing
Events & Webinars
Customer Exp./VoC Interactive Content
Loyalty / Ref. / Gamificat.
Personalization & Chat
Testing & Optimization
Content Marketing
Creative & Design
Sales Enaglement
Audience & Market Data
Channels & Local Mktg
Asset & Resource Mgmt
Call analytics / Mgmt
Team & Project Mgmt
Vendor Data / Analysis
Performance & Attribution
Dashboards & Visualization
Web & Mobile Analytics
BI, CI & Data Science
Data mgmt platforms Tag mgmt Identity Cloud Integration APIs
Platforms / Suites Marketing Automation Web Content / Exp. mgmt Ecommerce
Databases & Big Data Cloud / IaaS / PaaS Mobile App Dev & Marketing Web Dev Marketing Environment
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 17

17. MA R K E T I N G A U TO MAT I O N U N P L U G G E D 18

18. TECH EVOLUTION IN ONE YEAR
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 19

19. DO I HAVE TO BUY THEM ALL?
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 20

20. COMPANIES IDENTIFIED TO OFFER MOST OF
THEM FROM SINGLE “CLOUD”
• We invited 4 of them to tell how
they are able to help you – from
the software point of view and
beyond
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 21

21. BACK TO YOUR TRIANGLE PROBLEM
WHO DOES ALL THE WORK?
AGILE &
DATA
INTENSIVE
WORKING
CUSTOMERS
MEDIA YOU / BRAND
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 22

22. HOW TO GET ORGANIZED?
DATA AND
INSIGHT
STRATEGY
AND
CONCEPTS
CONTENT
TECHNOL
OGY
AND
TOOLS
23
DATA AND
INSIGHT
STRATEGY
AND
CONCEPTS
CONTENT
TECHNOL
OGY
AND
TOOLS
DATA AND
INSIGHT
STRATEGY
AND
CONCEPTS
CONTENT
TECHNOL
OGY
AND
TOOLS
Expensive to start with but
ideal when in place.
Not often seen in
Scandinavia.
Typical situation. Hard to get
different processes to
syncronized.
Or Data…
Expensive.
SBD´s model –
sharing resources
for multiple
companies.
MA R K E T I N G A U TO MAT I O N U N P L U G G E D

23. SBD HELPED HOK-ELANTO TO UTILIZE MARKETING
AUTOMATION
CASECASECASECASECASECASECASECASECASECASECASECASECASECASECASECASECASE
Project Using framework
Understandingoftargets Customerdataanalysis Usecasevalidation
Triggerbasedcampaigns Businessanalysisthroughtargets Roadmappingandleveraging
Deep customer data analysis
and identify relevant and
potential customer groups.
Analyze differences and
similarities against best
customers.
Implementing real time and
targeted, trigger based
multichannel campaigns
(For example welcome-
engagement- and win back-
programs)
Piloting and testing how different
personalized marketing
programs affect sales.
1 2 3 4 5
2 / 1 0 / 2 0 1 5
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 24

24. CASECASECASECASECASECASECASECASECASECASECASECASECASECASECASECASECASE
2 / 1 0 / 2 0 1 5
Welcome-
program:
1st time buying for 6
months
Winback-
program:
No purchaces for 30
days, previously
loyal
Daily
sendings
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 25
Aired
when
tracked

25. Project
SBD HELPED SANOMA TO STRENGHTEN MARKETING
AUTOMATION ACTIVITIES
CASECASECASECASECASECASECASECASECASECASECASECASECASECASECASECASECASE
Using framework
Usecasehypothesis Frameworkandusecasecreation Usecaseevaluation
Usecasebusinessanalysis Pilotplanningandmeasuringmodel Dataflows,testingandpiloting
Drafted 30 high-level use-cases,
from which 3 functional use cases
chosenfor pilotingafter business
cases were calculated.
Use-cases were piloted and the
impact of marketing automation
on sales was calculated and the
highest identifiable business
impact potential or strategic
importance were analyzed in-
depth.
A clear understanding of how
marketing automation can be
produced in a more effective
manner was produced based on
the experience acquired during
the project.
2 / 1 0 / 2 0 1 5
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 26

26. WE ARE HERE TODAY TO DISCUSS ABOUT
YOUR NEXT PROFIT-GENERATING PROGRAMS
LOYALTY &
ENGAGEMENT
ACQUISITION
RETENTION
1. Lead nurturing triggered by content & high lead scores
2. Automated SEM- & SEO-programs
3. Abandoned shopping cart activation
4. Advanced newsletter programs
5. Onboarding / welcome email
6. Automated after sales support
7. NPS booster
8. Conversion opt. through recommendations
9. Automated cross-selling / up-selling email
10. Unleash unpaid evangelists
11. Sleeper activation e-mail
12. Multichannel churn prevention
PROGRAM TO BE BUILT
“I need more
customers/visitors”
PROBLEM
“I need to make more
money on my customers
visits”
“I need to get my
customers to visit more often”
2 / 1 0 / 2 0 1 5
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 27

27. CONSULTING &
ADVISORY
DIGITAL
MARKETING AS A
SERVICE
COACHING &
TRAINING
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 28
SBD

28. ENJOY THE EVENT!
2 / 1 0 / 2 0 1 5
MA R K E T I N G A U TO MAT I O N U N P L U G G E D 29

29. Antti Ujainen
+358 46 8100 118
@anttiujainen
Tweets today:
#SBDUnplugged