1. Ville Honkimäki
VP, Marketing Automation Business Unit

2. 92 SPECIALISTS
OFFICES IN HELSINKI,
FINLAND
AND WROCLAW, POLAND
REVENUE 10 MILLION €
SOME GREAT COMPANIES WE
WORK WITH:

3. 3
DRIVING
BUSINESS
We combine strategy,
analytics and design with
technology and outsourcing
services.
Focus areas:
• Digital transformation
• Customer growth
• Digital sales and B2B Lead
management
• Business model & service
innovation
• Business process efficiency

4. UNIQUE
PRODUCT
COST
ADVANTAGE
CUSTOMER
INTIMACY
BASES FOR
DIFFERENTIATION
COMPETITIVE
CREATING A
ADVANTAGE
It’sdifficultto differentiatebased
on price or productcharac-
teristics.It mightwork for a
while,but usuallycompetition
catchesup.
HoweverREALLYKNOWING
YOUR CUSTOMERSand
servingthem based on their
individualneeds willset you
apart.
But traditionalsegmentationis
NO LONGER ENOUGHTO
CREATECUSTOMER
INTIMACY.

5. CHALLENGE:
THE
THIS IS WHAT YOU SEE, BUT
IT IS NOT REALLY ME
ALOTOF THE CUSTOMERINFORMATION
COMPANIESCURRENTLYUSE ISN’TREALLY
FOCUSEDON GETTINGTO KNOW WHOTHEY
AREAND WHATTHEYNEED.
ANDABOVEALLITDOESN’TTELLMUCH
ABOUTWHATTHE SITUATION– THE CONTEXT
– OF THE CUSTOMERIS RIGHTNOW.

6. RELEVANCE
THE HEART OF
CUSTOMER INTIMACY IS
IS THIS IMPORTANT
TO ME IN LIFE?
IS HELP FROM THIS
COMPANY RELEVANT
IN THE NEAR FUTURE?
IS THIS SOMETHING I
NEED RIGHT NOW?
PERSONAL
CONTEXT
IMMEDIATE
CONTEXT
RELATIONSHIP
CONTEXT
Web searches
Location
Weather
Call to CC
Expressed
needs
Attitudes
Social
connections
Lifestage
Area of
residence
Visit to webpage
Products/
services in use
Purchase
history
Customer
lifecycle
Contact
history
Purchase
REAL-TIME
DAYS TO
MONTHS
YEARSPreferences

7. REAL-TIME
BEHAVIORAL DATA
CUSTOMER
PROFILE DATA +
Contextual marketing is about understanding not just who someone is but where they are, what
they are doing, and what they are likely to do next. It’s about combining the right information
about a customer and the context to deliver the right services and communication at the precise
moment it offers the most value.
understanding
context

8. Knowing when a product or service is
relevant to the customer is one of the
hardest things to do. But one that
potentially pays of big time.
Identifying the right customer behavior that
SIGNALS THE MOST PRESSING
CUSTOMER NEEDS and triggering
communication based on that may
increase relevance and sales
SIGNIFICANTLY.
WHEN?
TIMING HAS A BIG EFFECT ON
RELEVANCE

9. REMARKETING RELEVANCE
TAKING REALTIME RELEVANCE ONE STEP FURTHER - KEEPING UP
WITH THE CUSTOMER CONTEXT ONLINE
Web user
CLICK
Company
website
User
leaves
Popular sites
User returns
”Remarketing is a feature that lets you reach people who have previously visited
your site, and show them relevant ads when they visit other sites.”
- Google

11. ”The world’s finest
department store
brings the greatest
international brands
to iPhone.
In-store, navigate
your way around
4,000 of the world’s
most premium
brands over 1 million
square feet and 7
floors.”

12. MAKE COMMUNICATION
MORE RELEVANT BY
ADAPTING IT TO THE
NEEDS AND CONTEXT
OF THE INDIVIDUAL
CUSTOMER.
PERSONALIZE

14. €
ENGAGEMENT
Interactions
CUSTOMER VALUE
Money spent
€
€
€
PERSPECTIVE
ANOTHER
ON CUSTOMER VALUE

15. 6steps
to increase
revenue
with
marketing
automation

16. Define your CUSTOMER
STRATEGY

17. Build a PROGRAM based on
the customer lifecycle

18. You need
INTERESTING
CONTENT and
SERVICES

19. You need a marketing
automation TOOL in order
to avoid manual processes

20. You need to
choose which are
the relevant TOUCHPOINTS

21. It’s all about DATA and
ANALYTICS

22. Destination
Optimization
Customer
dialogue
Customer
Aqcuisition
CUSTOMER
DATA

23. Kiitos!
Ville Honkimäki
+358 50 336 00 45 / ville.honkimaki@avaus.fi