Partner Profile Digiteam

Profile Digiteam – interview Antti Kärki

Snoobi Technology is working with a growing number of partners in Finland, who support their customers with online marketing services and the use of Snoobi Analytics. They assist these clients by measuring and improving the results of their online activities. One of the Finnish Snoobi Partners is Digiteam and we had the opportunity to interview them.

Introduction

Antti Kärki is the CEO of Digiteam and one of its founding members. Digiteam offers a comprehensive range of digital marketing services, from strategy building to operational marketing implementation. Antti tells how, after his studies in economics and working in online advertising, the original Snoobi became a part of his career, before Digiteam signed up as a Snoobi Technology partner: “I worked for Snoobi Oy starting in 2006 as a sales and marketing manager. As the company grew and services diversified, I began to build expert services in the use of analytics. I recruited and trained people for these roles, and I worked at Snoobi until 2013. Then I started my own digital marketing business and a few years later we set up Digiteam with former Snoobi-colleagues. What makes us different from the average digital agency is that we have a good understanding of the customer and where the business results really come from – this is all because of our strong background in analytics. We provide services to a wide range of customers, large and small, as well as a wide variety of industries.”

When will analytics turn into tangible benefits?

Measurement should always be driven by objectives“, Antti continues. “Numbers and graphics don’t tell you anything if no targets have been set. Secondly, you need to understand where the results come from so you can influence how you reach your goals. The third thing is that you need to have the resources to react to the statistical and analytics metrics and make changes to get better results.”

What should you invest your marketing budget in?

Antti points out: “Organizations should start doing a holistic and planned digital marketing project. For example, if an agency is hired to do Google advertising, after a certain optimization cycle, no further development or improvement can be expected. This is not the way to develop all online advertising. Also, people’s online behavior is not limited to one channel, but you should look at the website and all the different communication channels at the same time; and it is worth looking at some offline aspects as well.

Customer orientation

Antti emphasizes the importance of customer orientation and goal setting: “Goals should be considered and set by all organizations, and then it is necessary to think what they mean online. For example, target group thinking does not work in the same way online as it does offline: you do not think about which industry or which size of companies you want to target, instead you start with the needs that your target company has. Those needs are usually some kind of services and products. These needs cut across all different target groups, and traditional marketing targeting such as demographics, may not be able to determine what someone wants or needs. You need to know the customer; whether they are a municipal or corporate customer, you must understand what motivates them and what drives them.”

Looking at the future

How does Antti see digital marketing evolving? “There is already improvement on how companies and organizations are able to demand more from their marketing partners. The understanding of digital marketing is growing and the quality of the players is improving as well.

Mika Alapiessa co-founder of Snoobi Technology said:
We are very happy with our partner Digiteam. Not only do they already have a deep knowledge of Snoobi Analytics, but they also understand the customer’s need to have a broader picture about online marketing and the improvements it can bring than only the analytics metrics.

Circus Finland and Snoobi Analytics

How Circus Finland uses Snoobi Analytics

Sirkus Finlandia, or Circus Finland in English, (https://sirkusfinlandia.fi) is a traditional family business founded in Finland in 1976 and it is called the Finnish National Circus. Usually, the circus tours Finland for seven months, offering guests traditional circus entertainment such as clownery, acrobatics, juggling and magic tricks.

The staff consists of about a hundred people. In addition to the artists, it includes the administration, the orchestra, and the technical staff. Performers come from all over the world and the repertoire changes every year. As a result, year after year, the performances gather a wide audience that can expect something new to see. On average, about 200,000 Finns visit the show every year.

Snoobi interviewed Kalle Roos, who is Sirkus Finlandia’s Operations Manager. Kalle’s work includes almost anything – apart from what happens in the performances. During the winter, the main work is the planning of the upcoming tour and during the active time of the circus, Kalle follows the analytics of the website. Snoobi has been in use for over 10 years and has proven very useful in sales promotion and advertising tracking.

Web Analytics in support of a touring circus

Sirkus Finlandia uses a variety of advertising methods. Traditional outdoor advertising is an important means of gaining visibility for any circus in Finland. This means placement of posters around poles in towns and cities. In addition, posters are taken to local shops, and television, radio, local newspapers and social media are used extensively for advertising. They also publish a yearly magazine, highlighting the shows.

“Snoobi provides excellent support for showing advertising results”, says Kalle: “As the number of visitors to our website grows from a certain city, we can take it that advertising in that city has turned out to be effective. But if we know that advertising has started, and the number of visitors has not increased as expected, we need to analyse this and invest more in advertising.”

Targeting business sales has been easy with Snoobi, as the reports show the names of the companies that have visited the site. Once it is known which companies are interested, then it is easy to follow up on that.

The analytics is adjusted so that all the important data can be collected. Kalle states: “Much more time could be spent on monitoring and delving into analytics, but the reports are really useful for me. They are also helpful for site content. The site must be clear and, for example, the program for the show must be easy to find for the visitor.”

Flexibility in seasonal operations and exceptional situations

Circus activities are seasonal, and the website obviously gets few visitors during the winter. The agreement with Snoobi takes this seasonality into account. Reports from Snoobi start to come again just before the season, and the website traffic will still be monitored for a while after the tour has ended. The pandemic has limited the activities of the performing arts and thus also Sirkus Finlandia: “Last summer (2021) we were able to tour only for three months and gained no profit,” says Kalle Roos, “Snoobi understood this situation well and our cooperation was flexible also in these exceptional circumstances.”

The new season will start again in April and Snoobi Technology is looking forward to continuing our cooperation with Sirkus Finlandia!

Mika Alapiessa, co-owner of Snoobi says: “We are happy we can support Sirkus Finlandia in the marketing efforts by providing the analytics and statistical information they need and adjust the contractual arrangement according to their season. The implementation for the circus shows the flexibility of Snoobi Analytics to provide metrics for a wide range of organizations.”


Want to know more about Cirkus Finland or their performance schedule?