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

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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.