Head of Customer Insights and Analytics, A-Lehdet Oy
A-Lehdet navigates media disruption with SAS® Visual Analytics and Marketing Automation
Finnish publishing house A-Lehdet is a leading publisher of print magazines and digital platforms. In order to stay relevant in a market heavily influenced by digital disruption, A-Lehdet finds relevant insight in customer data and ensures that customers receive attractive offers at just the right moment.
If you work from campaign to campaign, you tend to build them based on the last one. But with Visual Analytics, we get a much better perspective on how the campaign performed, whether some target groups never interacted or other important factors which should go into the design of the next activities.
Jaakko Lempinen heads the Customer insights and analytics department at the leading Finnish publishing company A-Lehdet, which publishes general interest magazines within trends, decorating, cars and much more. In a time in which more and more media options are available to us all, many of them free of charge, media companies must stay on their toes to stay relevant and attractive.
“We are in market in which we compete for people’s time and we need to be very good at explaining why anyone should give us their time. At the same time, we operate in a very fast-paced business environment and the traditional approach to analysing market segments in focus groups etc. is not working anymore. Today, we need to quickly be able to collect data based on our clients’ actions and present to our sales teams,” said Jaakko Lempinen.
To meet and engage with new potential subscribers and keep existing readers satisfied, A-Lehdet utilizes SAS® Marketing Automation Tools to automate a number of processes related to campaign execution, which ensures that campaigns are shown to the right target groups and that responses are handled, as well as provided statistical insight on campaign performance.
Analytical insight informs campaign design
Subsequently, SAS® Visual Analytics tools help the sales departments know how existing and potential subscribers are interacting with the online subscription tools and various campaigns.
“This is important, because if you work from campaign to campaign, you tend to build them based on the last one. But with Visual Analytics, we get a much better perspective on how the campaign performed, whether some target groups never interacted or other important factors which should go into the design of the next activities,” Jaakko Lempinen said.
More self-service of analytical tools in sales department
Jaakko Lempinen is very conscious of the fact that departmental divisions can play a big role in how data is utilized overall. In A-Lehdet, the analytics team is divided into two groups, one that works directly with the sales teams and with elements of the SAS Marketing Automation Tools as and another which uses a number of SAS algorithms to create various predictive models for strategic decision making. But Jaakko Lempinen is working diligently to ensure that more and more users outside the analytical departments become daily users.
“Our next ambition is to ensure that more people in A-Lehdet gain the skills to fully utilize all the possibilities that we can gain from Visual Analytics. We are already seeing a lot of interest in the organisation because they can see how much actionable information they gain. This will help us all see one and the same version of the truth and thus make decisions faster,” Jaakko Lempinen emphasises.
Future ambitions: Integrate external data and expand use of predictive analytics
In a market place which is in a state of constant change, A-Lehdet needs to be continually reviewing current and future business strategies. A-Lehdet has diversified its offerings greatly, running a very successful e-commerce store related to the magazines. The publishing house also currently interacts with more than 30 percent of Finnish Internet users on a monthly basis through various online activities.
A future ambition for Jaakko Lempinen is to advance the use of external data from social media, Google and other sources in an integrated way with A-Lehdet’s own data. At the same time, using the predictive capabilities of SAS tools will help A-Lehdet build new business models based on trends that can be extrapolated from existing data, exposing new trends and customer demands.
“Our biggest challenge is and will be to continue to improve our use of algorithms to let us understand customer behaviour and act on this knowledge immediately,” Jaakko Lempinen concludes.
A-lehdet Oy is a Finnish media company that publishes high quality magazines and creates attractive media brands. A-lehdet, a family-owned company, is one of the largest media houses in Finland with almost 500 employees. The turnover (whole concern) in 2014 was 107 mil euros. Learn more
A-lehdet needs to stay relevant in a market heavily influenced by digital disruption. Company operates in a very fast-paced business environment and the traditional approach to analyzing market segments in focus groups etc. is not working anymore. They need to quickly be able to collect data based on clients’ actions and present to the sales teams.
Since everyone sees the same version of the truth, decisions can be made faster and more precisely. Using the predictive capabilities of SAS tools will help A-Lehdet build new business models based on trends that can be extrapolated from existing data and exposing new trends.