The document discusses the shift of marketing budgets from traditional channels like TV and print to digital platforms, emphasizing the effectiveness of digital marketing in brand building. It introduces a customer decision hub concept that integrates various marketing strategies, analytical models, and customer insights to improve decision-making processes. Additionally, it highlights the importance of utilizing machine learning and marketing automation to manage information and enhance customer engagement across multiple channels.

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DISCOVER THE VALUE OF AN INTEGRATED
DECISION MANAGEMENT APPROACH
BO SANNUNG
5 FEBRUARY 2015

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MARKETING
TODAY
IT IS AN OMNI-CHANNEL WORLD
Annual report, Allianz, Germany, 2013
(Insurance agents)
(Only Internet)
(Customer used a mix of channels)
Development of Allianz’ customer structure – car insurance example

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DOES OUR OLD WAY OF ORGANIZING FIT THE REAL WORLD?
CEO
Sales Marketing
Customer
service
Online Social CRM
Business
development
R&D
Finance
IT
Assistent

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BUDGETS ARE
ALLOCATED TO
DIGITAL
• Major global marketing high spenders are changing their budget
allocation from 70% on TV and print to only 40%
• Some even allocate as little as 20% – the rest is allocated to digital

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LARGE BUDGETS
ARE GOING DIGITAL
• In the early Internet days, everybody thought that brands could not be
built in the Internet channel. Today, we know it can drive brand
building even more effectively than in the old channels
• The era of content marketing and omni-channel marketing has begun

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BASICALLY
BRINGING
BRANDING…
… AND 1:1 MARKETING TOGETHER
Digital is measurable down to the single consumer making it possible
to merge digital data with off-line data and in this way
create a direct bridge to insight about the full customer
journey

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TWO WORLDS
EXECUTION DECISION HUB

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 Information Overload  Use Machine Learning  Reduce Time To Production

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SAS
RECOMMENDER
WHY CONSIDER A RECOMMENDER SYSTEM?
• Amazon.com
• Apple
• Associated Press
• eHarmony
• Google
• IMDb
• LinkedIn
• RETAILERS
• FINANCIAL SERVICES
• TRAVEL
• HEALTHCARE
• MUSIC AND MOVIES
• NEWS
• SEARCH ENGINES
• ELECTRONICS
• RESTAURANT
• TICKETING
• EMPLOYMENT /
NETWORKING
• MATCHMAKING /
RELATIONSHIPS
• ETC.
• Netflix
• Pandora Media Inc.
• Rotten Tomatoes
• Spotify
• StubHub
• Yelp

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MARKETING
AUTOMATION EMBEDDEDANALYTICS

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CUSTOMER
DECISION HUB
DECISION HUB CONCEPT
CUSTOMER
DECISION HUB

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CUSTOMER
DECISION HUB
THE MARKETING DECISION HUB
Sales programs
Service activities
Marketing campaigns
Ad hoc actions
Regular communications
Contact strategiesCUSTOMER
DECISION HUB

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CUSTOMER
DECISION HUB
THE MARKETING DECISION HUB
Events
Analytical models
Transactional data
Context
Scores
Risk
Potentials
History
CUSTOMER
DECISION HUB

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CUSTOMER
DECISION HUB
SOLUTION CONCEPT – THE MARKETING DECISION HUB
Contact rules
Strategic decisions
Priorities
Constraints
Channel restrictions
Budget limits
Contact permissions
CUSTOMER
DECISION HUB

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CUSTOMER
DECISION HUB
THE MARKETING DECISION HUB
CUSTOMER
DECISION HUB

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CUSTOMER
DECISION HUB
SOLUTION CONCEPT – THE MARKETING DECISION HUB
CUSTOMER
DECISION HUB

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IMM CUSTOMERS IN FINLAND
Examples of Finnish IMM customers and successful results…
Veikkaus
Sanoma Media (Magazines)
Helsingin Sanomat
Ruutu
S-pankki
TeliaSonera
A-lehdet

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QUESTIONS?

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