Mattias är VD på Friends & Insights, som är en ny marketing automationbyrå hos koncernen House of Friends. Mattias kommer tidigare från SAS där han var Head of CRM analytics.

1. H O U S E O F F R I E N D S
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Mer lönsam kommunikation
via Marketing Automation
Mattias Andersson
Friends & Insights (a part of House of Friends)

2. H O U S E O F F R I E N D S
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Mattias Andersson
Partner Friends & Insights (part of House of Friends)
Head of CRM Analytics | SAS
Business Analyst Manager | Telia
CRM- & Kundklubbsansvarig | Twilfit
Head of Analytics | 3 Sverige
Part of the book ”30 Advices from 30 Greatest Professionals in
CRM and Customer Service in the World”

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MålgruppKanal
Budskap
Timing

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Customer enter site
Product
Landing page
O
pt in
Customer goes
directly to landing page
Clicked in email
1a.
– Customer search for car model
on Google • Clicks on an organic
post on Facebook
* or no email address available
1b.
Customer searched for car model
2. 24h
Customer profile, no
purchase of product
3.
O
pt O
ut*
sales email no 1,
focus: inspiration
4a.
External banner
with product
4b.
5 days
External banner
with product
5b.
Sales email no 2,
focus: CTA
5a.
Noactioninemail
5days
Landing page

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EMAIL
xxx.com
APP PAID SEARCH
EXTERNAL MEDIA
SOCIAL MEDIA
Low
costchannels
High
costchannels
Data
Campaigns
Strategies
Fatigue
ROI
Frequency Cap

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Attribution models
First click

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Attribution models
Last click
First click

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Attribution models
Linear
First click Last click

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Attribution models
Time-Decay
First click Last click Linear

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Attribution models
Time-DecayFirst click Last click Linear
Data driven

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Attribution models
Time-DecayFirst click Last click Linear Data driven

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Attribution models
Likelihood of purchase
2%
3%
Search
Search Display Email
Email
Likelihood
of purchase
Increased likelihood
of purchase by
50%
Likelihood
of purchase
Time-DecayFirst click Last click Linear Data driven

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Testa budskap (…och kanal och målgrupp och timing)

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Testa budskap (…och kanal och målgrupp och timing)
…men även om du har världens bästa IT-system och
världens bästa data…

15. H O U S E O F F R I E N D S
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…så måste du arbeta på helt nytt sätt

16. H O U S E O F F R I E N D S
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Customer enter site
Product
Landing page
O
pt in
Customer goes
directly to landing page
Clicked in email
1a.
– Customer search for car model
on Google • Clicks on an organic
post on Facebook
* or no email address available
1b.
Customer searched for car model
2. 24h
Customer profile, no
purchase of product
3.
O
pt O
ut*
sales email no 1,
focus: inspiration
4a.
External banner
with product
4b.
5 days
External banner
with product
5b.
Sales email no 2,
focus: CTA
5a.
Noactioninemail
5days
Landing page
BRING DATA(BASES) & EMPLOYEES TOGETHER

17. H O U S E O F F R I E N D S
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mattias.andersson@houseoffriends.se
073 – 511 33 71
http://linkedin.com/in/mattiasandersson1
friendsinsights
Mattias Andersson
Partner Friends & Insights (a part of House of Friends)