Learn to use your data to create competitive edge.

1. Analytic Edge
Learn to use your data to create competitive edge.

2. Data is everywhere.
Everything becomes data.

3. Product Mobile QR
CRM packages advertising codes
Physical
Mobile TV store
applications advertising
Outdoor
Social advertising
Search Viral Display Radio
media
engine campaigns advertising advertising Events
marketing
PR Traditional
direct
marketing
Search Paid Maps Call
engine search centre Personal
optimization sales
Website
Mobile
coupons Augmented
Online reality
store
Email
marketing Location Print
Online based advertising
videos services

4. How can we REALLY
use data to support
our everyday
business choices?

5. Business

6. Business
Passive clickstream tracking

7. Ad-hoc analysis

8. Regular analysis
A/B + multivariate
testing

9. Optimization of
marketing activities
Voice of customer
Automation

10. Strategic marketing planning
& management
Market trends & competitive
intelligence
Customer relationship
marketing
Customer dialogue

11. Competing
with analytics
Regular value
Quick wins
No real benefits

12. How do you eat
an elephant?

13. Strategy
check-point
Scenario 3
Process example
1 2 3 4
Analysis Planning Execution Tracking Analysis Planning Execution
?
Scenario 2

14. Facebook.com/ZeelandGroup

15. Who are we?
Petri Mertanen is one of the leading marketing
analytics specialists in Finland.
He has been involved with the industry over a decade
in several positions from sales, marketing and top
management.
Petri’s passion is measuring multichannel customer
experiences in offline and online world.