Sony Playstation ExactTarget Connected Products

The Internet of Things with Stuart Coleman ~ Sony  

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@ExactTargetUK @PlayStation

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

“We ask too much of Technology and not enough of ourselves”.

@NateSilver538

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

-­‐  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

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…

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

The Four Big Challenges for SCEE

1.  Data

2.  Multi-channel

3.  Technology

4.  People

Q&A

exacttarget.com

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