Transcript Cloud of Things

CLOUD OF THINGS
Marketing
scenario
© 2009 Tieto Corporation
Marketing people of the STORE CHAIN
Janne Paukku and Päivi Romppanen
[email protected]
Example: Heikki, 41
Marketing manager
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© 2009 Tieto Corporation
Role in / Work title
Heikki is acting as marketing manager at
mid-sized store chain
Goals
Lead and support the marketing
Needs and Concerns
Under his responsibly are focused marketing
campaigns for different customer segments.
Emotions and attitudes
Also interested in environmental and ethical
issues
Work experience
7 years work in this store chain, now 4 years
as marketing manager.
IT skills
Office tools, marketing and statistical
applications
Education
MB?
Hobbies
Foot ball
Marital status / Family size
Heikki is married with Liisa and they have
two children Timo and Kaisa
Characteristics
He is open-minded to new ideas and wants
always try new methods
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User needs
•
Promote store’s environmental values to
public
•
Find out customer segments that
are interested in environmental
values
• Find out what are those people
buying almost daily
• Find out of that: what would not
create much GHG emissions
•
Have imago support from local
environment agency
•
Find out how many customers are
using public transport services
when they do shopping.
How trains and busses are
available to customers.
Co-operate with transport operator
to give public transport support for
customers
•
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© 2009 Tieto Corporation
CLOUD OF THINGS
20.4.2010
Marketing scenario
Heikki, 41,
marketing
manager
User need
Heikki has got work
assignment to promote
store’s environmental
values to public.
He wants to find out
customer segments that
are interested in
environmental values
Heikki opens
website and
selects report
view.
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© 2009 Tieto Corporation
CLOUD OF THINGS
He selects
customers
who want to
reduce their GHG
emissions,
are 18 to 30
years old and
whose education
level mid to high.
The generated report
contains amount of
matching profiles, bought
products, etc.
Heikki finds out that many
are buying red meat
almost quite often.
Emission report shows
that red meat generates
high GHG emissions.
User creates
segmentation report
from customers
with selection criteria
Heikki decides that he
will focus campaign to
bring low GHG options
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for meat.
User need
Now Heikki has recognized
the segment where he
wants to focus on.
Heikki, 41,
marketing
manager
Because there is summer
and barbeque season is
coming the options to red
meat are vegetables.
Product level emission and
traceability reports
Heikki uses Emission reporting tool to
find out vegetables that would not
create much GHG emissions and
in this way would suit to his needs.
The report illustrates that there are
few farms that can provide organic
vegetables as much as needed
for marketing campaign
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© 2009 Tieto Corporation
CLOUD OF THINGS
20.4.2010
User need
Now Heikki wants imago
support from local
environment agency
to the campaign
Heikki, 41,
marketing
manager
Heikki calls to the local
environment agency office and
asks their opinion about product
and if he can use them as
supporter of the campaign.
People from the local environment
agency come to Heikki’s office.
Heikki keeps presentation about
products and campaign.
He shows reports about emissions and
origins of vegetables
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© 2009 Tieto Corporation
CLOUD OF THINGS
Using reporting system
as proof for origin and
emission levels
Auditors are pleased to see that
emissions are calculated by
using LCA methodology and
values can be compared
to other producers’ products.
Auditors approve that product is
low GHG emission product and
its origin can be proofed.
They give permission to use
their logo at marketing material.
Heikki is now pleased and
ready to go with his idea.
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User need
Heikki is going to find out how
many customers are using
public transport services when
they do shopping.
Heikki, 41,
marketing
manager
Using public transport
as transport for shopping
Most of the regular customers
have created profile at reporting
system. When adding profile user
can select how often he is using
public transport for shopping.
Heikki also generates report from
customers
who do not buy gasoline or diesel or
who are buying small amounts.
With this information Heikki can now
get rough estimation how many
customers are using public transport.
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© 2009 Tieto Corporation
CLOUD OF THINGS
20.4.2010
User need
He need to check
how trains and busses are available.
Heikki, 41,
marketing
manager
Heikki gets customers’
addresses from system (he gets
only addresses as a mass, not
at individual level).
The integrated spatial
intelligence system links
addresses to map coordinates.
With the spatial optimization tool Heikki can see
transportation options from different suburban of
the city are.
Using public transport
as transport for shopping
Heikki calls at transport operator to
discuss if some kind co-operation
could be possible to make this
transport option more attractive for
end customers.
The operator is willing to create
marketing campaign together.
After careful planning posters are
glued at busses and Heikki’s chain
of stores is giving discount against
a bus ticket at checkout.
From the optimization result Heikki can see that
from some suburban travelling time is more than
an hour and only few lines are possible.
In general most people could use public transport
services quite easily.
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© 2009 Tieto Corporation
CLOUD OF THINGS
20.4.2010
Muutoshistoria
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0.06
2010-04-19
Päivi Romppanen
From word document to power point. Changes to scenario
details, user need more promenet, added 2 wireframes made by visio
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0.04ja 05, draft
2010-03-23
Päivi Romppanen
General matters, other than scenarios
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0.03, draft
2010-03-10
Janne Paukku
Further working with scenarios
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0.02, draft
2010-03-080/9 Päivi Romppanen-
New template headlines, editing of the word template
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0.01, draft
2010-03-05
Draft
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© 2009 Tieto Corporation
Janne Paukku
CLOUD OF THINGS
20.4.2010