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The Internet of Things with Stuart Coleman ~ Sony
#ETMornings
@ExactTargetUK @PlayStation
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Agenda
• Welcome ~ Nick Evans (ExactTarget Marketing Cloud)
• History of the Hippodrome
• 5 Big Brand Challenges ~ Jeremy Waite (ExactTarget Marketing Cloud)
• “The Internet of Things” ~ Stuart Coleman (Sony)
• Q&A
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@JeremyWaite Head of Digital Strategy, EMEA
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“Digital marketing has more to do with psychology and sociology than technology”.
@BrianSolis
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“We ask too much of Technology and not enough of ourselves”.
@NateSilver538
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Stuart Coleman European CRM Manager, Sony Computer Entertainment @StuSta | @PlayStation
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“The Internet of Things” with Stuart Coleman
• Sony ~ Yesterday / Today / Tomorrow • “The Internet of Things” • Successes So Far • The Four Big Challenges
1. Data 2. Multi-channel 3. Technology 4. People and Teams
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-‐ Focused on product launch only -‐ Minimal automa5ons
- Early Life cycle campaigns - Minimal automation - Data processing delays
-‐ Advanced automa5on -‐ Produc5on efficiencies -‐ Early mul5 channel
- Multi Channel - Near real time data processing - Predictive scoring
Time
Soph
istic
atio
n Sony ~ Yesterday, Today, Tomorrow…
Mul5ple Territory Databases
2007-9 2012-3 2014 2010-11
1
2
3 4
5
<2006
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Since the implementation of ExactTarget in 2011 (until Jan 2014)
ü Open rates have improved by over 84%
ü Click rates have improved by over 67%
ü No. of campaigns produced has grown by up to 500%
ü Strong ROI for key campaigns for PS4 and PS Plus
Successes so far…
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What factors drove these results?
ü Strong Virtual CRM team
ü Mature / Stable ExactTarget platform
ü Email template upload solution
ü ExactTarget Audience Builder
ü ExactTarget Campaign Automation
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The Four Big Challenges for SCEE
1. Data
2. Multi-channel
3. Technology
4. People
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Q&A
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exacttarget.com
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