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Learn to use your data to create competitive edge.
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Analytic EdgeLearn to use your data to create
competitive edge.
Data is everywhere.
Everything becomes data.
Outdoor advertising
Events
Print advertising
TVadvertising
Radioadvertising
Callcentre
QRcodes
Mobile applications
Mobile advertising
Traditional direct
marketing
Product packages
Physicalstore
Personalsales
Mobile coupons
Location based
services
Augmented reality
Social media
Maps
Onlinevideos
Search engine
marketing
Paidsearch
Search engine
optimization
Display advertising
Email marketing
CRM
Viral campaigns
Website
Onlinestore
PR
How can we REALLY use data to support
our everyday business choices?
Business
BusinessPassive clickstream tracking
Ad-hoc analysis
Regular analysisA/B + multivariate testing
Optimization of marketing activities
Voice of customer
Automation
Strategic marketing planning & management
Market trends & competitive intelligence
Customer relationship marketing
Customer dialogue
No real benefits
Quick wins
Regular value
Competing with analytics
How do you eat an elephant?
ExecutionAnalysis
Process example
Planning
Scenario 2
Tracking
Strategycheck-point
?
Analysis Planning
Scenario 3
Execution
1 2 3 4
Facebook.com/ZeelandGroup
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.
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