Being in one of the roles where the importance of a martech ecosystem and were the potential released when they are tightly connected is apparent, it was natural that I got a Martech Specialist in my team. While still keeping the responsibility of my previous roles, the importance of a “interconnected marketing technology spine” became my responsibility. Visma operates a vast portfolio of marketing tools, all with the potential of playing with each other. With a martech specialist in my team, we can make sure that our data collection efforts is optimised and our data connected between tools. Releasing even more of the power of our common Data Lake.Here I have summarized some of the key projects I have been responsible for or heavily involved in during my time in this role.GDPR and “Death of cookies”Data playing such an important part in marketing, we still need to take laws and regulation around privacy and GDPR into account. As well as the fact that one of the cornerstones in marketing and data collection now is near the end of life, with the “death of cookies”. We are still obliged to deliver the personalised user experience that our customers demand as well as the insight to maximise return of investment of our marketing. I will with this role make sure that Visma’s marketing technology spine is on the forefront.

As of January 2021 I temporerily gained the responsibility as the corporate web manager in Visma. I gained this responsibility togheter with my position as Head of Marketing Data & Analytics. The responsibility includes managing Visma Group web pages (visma.xx). And includes managing a team of 3 developers situated in Oslo and Latvia.Set a part of some majour projects, my main acoplishment have been to establish a good development process in our team. This also includes a process with our UX and visual designers.

As my responsibility increased my title changed to Corporate Data & Analytics Manager. I kept many of the responsibilities from my previous role, but it put more emphasis on meeting the growing need of data in modern marketing. One key project in this period was to move our data infrastructure to the cloud. In addition, the responsibility for Vismas’ Web analytics data was added.My team did also expand to include the Corporate Web Analyst and a Data Scientist.This gave me and my team greater possibilities on assisting our Visma enteties bringing the value out of their data. This includes data preparation, common reporting structure and analytics projects. Here are some notable projects I have owned or been part of during my time in this role (more details in the project section): * Re-implementation of Google Tag Manager* Visma Marketing Cloud/Visma Data Lake (from OP to GCP)* Eloqua Cloud App (segmentaion based on data in Visma Data Lake)

As Visma got several corporate projects needing data domain knowledge, I was asked to join the Corporate Marketing department. During this time I also established a data team strengthening the data domain knowledge in the department. This effort has resulted in 3 team members, situated in Lithuania. My team had responsbility of fetching data and creating two data marts based on Vismas group wide key marketing tools. Enabling Visma companies gaining insights of their Marketing Automation Efforts and on their Community members. The data marts was developed using a OnPrem MS data stack.Notable project during my time in this posistion (more in the project section)* Implementation of rNPS in Visma* Superbase (Visma's cross sales/opportunities data warehouse)* Implementation of Oracle Eloqua (Marketing Automation tool) in Visma Group

As a Data Marshall I work closely with Visma Software AS's marketing and CRM department to form and further develop the internal CRM strategy. The goal is to maximize the effect of marketing and CRM activities. The job included mining for sales and cross sale opportunities in Visma Softwares prospect and customer database with the goal of creating “golden segments” for use in our telemarketing and email marketing activities. Second part of my job was, together with management in Visma Software, create and report on Key Performance Indicators on our customer database. Part of this led to the development of our internal data warehouse. Where I collected data from key back office systems and automate a high quality report on customer database KPIs. My report was used to determine bonuses across Visma Software.As all data mining, it revealed Software AS’ the need for better data quality. So I implemented data quality standards across the company and started “cleaning” our customer database. We also introduced updates from 3rd party sources getting data from br.sund registries greatly improving the quality of our internal data. During this time I also was system owner of our internal CRM system (Visma CRM).Project worth noting (more info in the project section)* Building and implemeting our internal customer data warehours.* Annual Market Intelligence project

Tasks included coaching and mentoring team members in Visma Software’s customer care center. As well as planning and structuring CRM activities towards Visma Software’s customers. This included leads generation, anti churn activities and basic customer surveying where main tool was Telemarketing. All results logged in our internal CRM system.

Sales / CRM manager at Visma Software customer center (outsourced to Talk2Me (Bring Dialogue)). CRM activities toward existing customers (cross sales and anti churn), and prospecting for potential new customers.