MarTech - Potentials, Reality and Challenges

Artificial intelligence and machine learning techniques are becoming more and more important for marketing. ML offers new possibilities to analyze customer data, enabling individual marketing measures to be delivered. Nevertheless, privacy is often a concern when it comes to ML. Furthermore, legislation based on GDPR has to be considered.

Service design has emerged over the past decade as a key approach to developing services and customer experiences. In this talk Mikko Koivisto will explain what service design is, for what kind of challenges organisations can utilize it and what value it brings.