Stuart Coleman from Sony presented on "The Internet of Things" at an ExactTarget marketing conference. He discussed Sony's evolution from focusing only on product launches with minimal automation to more advanced automation, multi-channel marketing, and near real-time data processing. Some of Sony's successes with ExactTarget include 84% higher open rates, 67% higher click rates, and up to 500% more campaigns. The four big challenges going forward are managing data, integrating multi-channel campaigns, technological capabilities, and ensuring the right people and teams are in place.

1. The Internet of Things
with Stuart Coleman ~ Sony
#ETMornings
@ExactTargetUK
@PlayStation

2. 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
#ETMornings

3. @JeremyWaite
Head of Digital Strategy, EMEA
#ETMornings

4. “Digital marketing has more
to do with psychology and
sociology than technology”.
@BrianSolis

14. “We ask too much of
Technology and not
enough of ourselves”.
@NateSilver538

16. Stuart Coleman
European CRM Manager, Sony Computer
Entertainment
@StuSta | @PlayStation
#ETMornings

17. “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

18. -­‐
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
Sophistication
Sony ~ Yesterday, Today, Tomorrow…
Mul5ple
Territory
Databases
2007-9
2012-3
2014
2010-11
1
2
3
4
5
<2006

20. 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…

21. 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

22. The Four Big Challenges for SCEE
1. Data
2. Multi-channel
3. Technology
4. People

24. Q&A

25. exacttarget.com
#ETMornings