My name is Jesper. I'm a Client Service Director and Partner at the agency called Hjaltelin Stahl.
We are a traditional advertising agency that have built the digital path within the agency now,
primarily working within digital communication and also customer experience.
And what we do with customer experience is that we try to identify what we call white spaces within the journey.
Where are there gaps where we can put in a brand and connect the brand with the user in order to close those gaps.
So that is how we bridge the creative communication from the traditional advertising agency into customer journey mapping.
What are the challenges of digital transformation?
Since my role is primarily digital, I'm also very concerned about the optimization.
What we try to do is that we try to predict what is the next logic content that we need to show our consumers on behalf of our customers.
So we try to use business intelligence, but also just to use common sense within marketing to say,
what is the most logic content that we can provide in order to either close a gap in the customer journey,
but also to maybe make a prospect into a lead into a customer.
It's a two-way street. We use social a lot. We use Facebook and LinkedIn a lot.
But we're also very heavy on the optimization across platforms like Exact Target, NewLane, Adobe, Oracle, Salesforce and so forth.
Start out by using the roadmap that we did for journey mapping in order to identify where are the gaps.
What should we do? What kind of activities should we start up?
And that's what journey mapping is all about. It's finding out what to prioritize in your marketing plan.
In my spare time, I'm quite interested in the business intelligence part, which leads to the artificial intelligence.
I think that's a very interesting area where we are able in a few years to predict very closely what kind of content that you would, as a journalist, be interested in next.
That's the main interest for me.
