What should be automated in marketing?

Marketing automation and inbound marketing are hot topics for marketing. People are concentrating in content production, and automation provides content to potential customers right when and where needed. The marketing automation system replaces ten separate systems and significantly reduces manual work. But can basic marketing automation handle all the publishing in all channels? In my own experience, it is worth exploring options for automating multi-channel publishing, especially if the offering contains a lot of products.

Like all other content, product content should also address its readers correctly and be targeted at each phase of the purchasing path.

Why then is the product content publishing so burdensome?

Like all other content, product content should also address its readers correctly and be targeted at each phase of the purchasing path. This need leads to a huge amount of product information.

For example, if you take running shoes, the content for the purchasing path can go like this. First of all, interest in running and getting shoes is inspired by inspirational running pictures in social media. Once there is an interest in the topic, the potential customer may be interested in tips for shoe selection. This can be followed by a comparable sports shoe test of different shoe options. Eventually, one gets to the product page of a shoe from where one buys online or alternatively the shoes are bought from the nearest store.

If we consider that the range of this company includes a hundred shoe models with variations, we are suddenly talking about managing the release of tens of thousands of product information.

When counting the number of separate pieces of product information for this single customer’s purchase path for this single product, it is likely that there will be more than a dozen individual pieces of product information including all the images, texts, feature data, store materials, and articles, not to mention the user recommendations. If we consider that the range of this company includes a hundred shoe models with variations, we are suddenly talking about managing the release of tens of thousands of product information. It is clearly impossible to manage such a quantity without any assistance from automation.

When you publish content to only one channel, it is likely that it is better to do the publishing through the channel’s own content management. As soon as the same content is published to multiple channels, you should consider centralized publishing.

What’s the solution?

As a rule of thumb you could say that when you publish content to only one channel, it is likely that it is better to do the publishing through the channel’s own content management. As soon as the same content is published to multiple channels, you should consider centralized publishing and associated product information- and digital asset management. This will save you from overlapping work.

If you think about the content of that earlier sports shoe example, it would probably be best to publish the content for the early phases of the purchasing path via a marketing automation system. Publishing of product-related product information to web pages, online store and potential merchandising materials such as posters, shelf labels, and other sales promotion material in the store, is not usually possible with marketing automation systems.

Publishing automation systems can be used to define publishing channels for each product information field, and to handle the actual publishing at the touch of a button.

Fortunately, there are also solutions that are just for this purpose. Publishing automation systems can be used to define publishing channels for each product information field, and to handle the actual publishing at the touch of a button.

Automation takes care of all the routine work and it is possible to make full use of the people where they are at their best.

What kind of marketing systems does a company with many products need, in addition to the marketing automation system and publishing platforms? I personally feel that a good product information- and a digital asset management system and the accompanying publishing automation module are often sufficient. In this way, automation takes care of all the routine work and it is possible to make full use of the people where they are at their best: in analysing, planning and in goal-oriented content production.

Adeona PIM news from partners and customers

On November 23, 2021, we celebrated the 3rd anniversary of the new generation Adeona PIM software at Spektrin Business Park. The party was attended by a number of companies that use Adeona PIM product information management in their business to share their Adeona PIM experiences, learn something new and, of course, celebrate in good company.

Vierumäki and Adeona PIM – together on the way to the top

The first speaker was Sanna Partanen, Vierumäki’s Marketing Director, who spoke about the needs of Vierumäki’s product information management and what the benefits of centralized product information management have been from the marketing director’s point of view. In addition to about 200 different activities and sports, Vierumäki offers accommodation and campus facilities for about 800 students. By managing many different areas, Sanna has noticed benefits, among other things;

  • In harmonizing and simplifying product management
  • Product lifecycle management
  • In unifying content production
  • In the background of new e-commerce opportunities

Product information management to help you create moments

Next, we heard Pinja Tolvanen’s views on how Adeona PIM has made it easier to manage the range of thousands of E. Ahlström’s products. In her speech, Pinja emphasized the importance of digital channels and how a significant part of their turnover is currently generated through digital channels. At the beginning of the product information management project, E. Ahlström’s goal was to improve the customer experience, enable digital business in the future, streamline the product information process and improve the employee experience. We are pleased to hear that E. Ahlström has felt that they have achieved these goals over the past two years.

”PIM and website marriage – happiness comes from good planning”

With these words, Karhu Helsinki’s Timo Salminen began his presentation on the marriage between the website and PIM and how good design is an essential part of website design. In his speech, Timo highlighted the “8 Commandments of the Website Project Leader”. Timo thinks these 8 commandments are a sure recipe for the success of a website project:

  1. Allow enough time for the project
  2. Make sure your website provider has experience with product data projects
  3. Define product data well before the start of a website project, but be prepared for flexibility
  4. Invite a website editor, PIM editor and your in-house product people to the same table in time
  5. Keep your partners and important people involved throughout the project
  6. Set aside time for your own people, especially for testing
  7. Publish a good enough first version and make regular improvements
  8. Test and research, ask customers and make further developments based on the findings

Automation publishing as a time saver

As the last guest speaker, Tero O. Nieminen of Thero Design told the guests how automation publishing facilitates employees’ work by providing ready-made layouts for product information publications. Relieved, Tero also explained how much Adeona PIM will improve communication between different departments when it comes to producing different product materials. For example, the outlook is the same for a graphic designer as for a product manager, which makes it more straightforward to produce materials and communicate related things.

There’s a ready-made connector between the Adeona PIM and EasyCatalog, so commissioning is quick and easy “So effortless that I’ve developed into a true Adeona addict” Tero said with a twinkle in his eye.

News from Canter

At the end of the event, we heard last year’s Adeona PIM news from our Chief Technology Officer, Janne Costiander. Over the past year, new features have been added to the Adeona PIM software every 2-3 months. All new features have been made available to users of Adeona PIM within a few weeks of release. Janne also talked about how investments have been made in integrations, in addition to the issues seen in the user interface during the past year. In addition, Ville Miettinen, Canter’s Head of Customer Operations, spoke at a deeper level about Canter’s consulting services.

PIM should be easy

We at Canter work every day to make Product Information Management (PIM) as easy as possible. As with many other things, product information management is successful for those who can make complex easy.

Although product information management is not complicated.

At least we don’t think it needs to be. Following a few basic principles will go a long way. The basic idea is the same in every company, although there are industry- and company-specific differences.

PIM is not an information system project.

It is the introduction of a new way of working that involves change management as well as automation of manual processes. The PIM system does not do everything automatically but acts as an enabler. In order to make product information management as easy as possible for our customer company, we have paid special attention to the following aspects and actively developed these.

Easy to purchase

In our opinion, the acquisition of an information system must not be complicated, but we should think about how to make the use and processes as efficient as possible. The starting point should usually be how the PIM system supports existing systems, unless there is a comprehensive IT system overhaul. The more our customer use the PIM system and takes advantage of the data it contains, the greater the benefits our customer will receive.

Ease of acquisition is also affected by:

  • contract length – we believe in the added value we generate, not long contract periods
  • the opportunity to start with definition alone
  • what kind of training the deployment includes
  • how the customer is supported in change management
  • delivery of the system as a SaaS service or installed on your own infrastructure

Easy to set up

Ease of deployment helps get your system up and running efficiently. When the background is in order, managing change is easier.

Easy deployment means many things:

  • how well the definition is derived and prepared
  • filed practices and industry-specific productization
  • ease of system installation and parameterization
  • functional application programming interfaces (APIs) facilitate integration
  • productized modes and connectors for the most common systems

Easy to use

The easy-to-use interface motivates users to maintain product information and take full advantage of the data.

A good user experience consists of a number of things, here are just a few:

  • a logical, reliable interface
  • search functions that work like an idea, but only faster
  • smart suggestions
  • pulping operations, import and export; especially with large numbers of titles

Easy integration

The PIM system rarely works on its own. Typically, it is integrated with at least one other system, but most often there are more systems, such as ERP and e-commerce.

Systems integration should also be easy. A well-documented API that follows common standards makes it easier and faster for everyone to do it. Information is made to move efficiently between different systems without massive integration projects.

Easy expansion and data recovery

We want to help our customers make better use of product information. Once the interfaces of the PIM system are functional and open, data-driven applications can be easily built on top of product information. In this way, our customers can utilize the know-how and partner they consider best.



Verkkokauppaa on kehuttu varsinkin siitä että, siellä on helppo antaa tuotteesta mahdollisimman paljon infoa, kuvia, ohjeita ja käyttövinkkejä kuin kivijalassa. Mikä sitten avuksi kun halutaan lisää myyntiä?

35% lisää liikevaihtoa lisämyynnillä.

Muistatko kun menit kivijalkaan ja hyvä myyjä myi haluamasi tuotteen lisäksi lisätarvikkeet mukaan? Lähdit kaupasta mukanasi tuotteet mitä et edes tiennyt tarvitsevasi.

Suurimmassa osassa verkkokauppoja tehdään ristiinmyyntiä ja lisämyynti on unohtunut kokonaan. Esimerkki: Olet juuri löytänyt itsellesi elektroniikkaliikkeestä itsellesi täydellisesti sopivan 50″ television. Haluat asentaa sen kuitenkin seinälle, etkä paketissa mukana tulevalle pöytäjalustalle. Kumpi vaihtoehto mielestäsi lisää asiakkaan ostohalukkuutta:

  1. Ristiinmyynti: Verkkokauppa näyttää että muut asiakkaat ostivat tehosekoittimen saman tuotteen kanssa.
  2. Lisämyynti: Verkkokauppa näyttää viisi vaihtoehtoa erilaisista seinätelineistä, jotka sopivat juuri sinun televisioosi.

Amazon tekee lisämyynnin avulla 35% enemmän myyntiä suosittelemalla asiakkailleen relevantteja tuotteeseen liittyviä tuotteita (lähde McKinsey). Toinen merkittävä lisämyyntiin vaikuttava asia ovat tuotekombinaatiot, joiden avulla tuotteet myydään kokonaisuutena. (Luvut ennen Covid 19 aikaa).

Lisämyynnin on todettu nostavan asiakastyytyväisyyttä, kertaostoksen kokonaissummaa ja parantavan selkeästi katetta.

Rakenna verkkokauppa asiakkaasi ympärille.

Verkkokauppa = paikka josta voi ostaa tuotteita tai palveluja itsenäisesti 24/7.
Jotta verkkokaupasta voi ostaa itsenäisesti, on sisältöjen oltava laadukasta, ihan kuin paras myyjä olisi kertomassa tuotteesta ja suosittelemassa oikeaa ratkaisua jokaiselle asiakkaalle.
Ostamiseen ja ostopäätökseen liittyy vahvasti lisämyynti, jolla suositellaan tuotteeseen liittyviä tuotteita joista asiakkaalle on oikeasti hyötyä. Tuotteita jotka liittyvät oikeasti ostettavan tuotteeseen.

Personoitu asiakaskokemus on avain menestyvään verkkokauppaan.

Postin tutkimuksen mukaan nettihankintoja tehneet suomalaiset pitävät tarkkoja tuotekuvauksia ja kuvia (93 %) verkkokaupan olennaisimpana ominaisuutena. “Monipuoliset tuotetiedot ja -kuvat alkavatkin olla verkossa toimiville kauppiaille välttämätön menestymisen edellytys.” (lähde Postin verkkokauppatutkimus)

Tilanne on haastava. 80% yrityksistä uskoo tarjoavansa erinomaista asiakaskokemusta kuitenkin ainoastaan 8% asiakkaista on kuitenkin samaa mieltä. (Lähde Bain & Company)

Mikä sitten on ongelma? Miksi se on niin vaikeaa?

Unohdamme usein verkkokauppojen käyttäjinä, että verkkokaupoissa on usein kymmeniä tuhansia ,tai jopa satoja tuhansia tuotteita joihin kaikkiin liittyy paljon erilaisia tietoja, kuvia, videoita ja lisätarvikkeita. Kaikkien tuotteiden hallinta vaatii resursseja ja manuaalista työtä, siksi verkkokaupan taustalla on oltava järjestelmä joka mahdollistaa lisämyynnin ja tuotekombinaatioiden hallitsemisen ja tekemisen kustannustehokkaasti.

Ratkaisu on olemassa.

Tuotetiedonhallinta, eli PIM (Product Information Management) on keskitetty ”hubi” jossa hallitaan kaikkea tuotteisiin liittyvää tietoa ja aineistoa. Sieltä tuotetiedot päivittyvät automaattisesti verkkokauppaan sekä muihin myyntikanaviin.

PIM merkitys verkkokaupalle

Yllä olevasta kuvasta on havaittavissa että PIM järjestelmällä ei tehdä ainoastaan lisämyyntiä ja tuotekombinaatioita, sillä hyödynnetään kaikkea tuotteisiin liittyvää dataa.
Datan avulla verkkokauppa monipuolistuu. Tuotteiden löytäminen on nopeaa ja varmaa, laajojen filtteröintiominaisuuksien, sekä Adeona PIM järjestelmässä vakiona tuleva Elasticsearch hakukone mahdollistaa nopeiden, ehdottavien hakujen toteuttamisen käytännössä mihin tahansa verkkopalveluun.
Hyvin mietitty tuotetietomalli mahdollistaa tuotetiedon esittämisen niin, että asiakas löytää helpommin juuri hänelle tärkeän tiedon, esimerkiksi mitan. Ja tämän tiedon avulla voi myös suodattaa kaikki omiin tarpeisiin soveltuvat tuotteet.

Miksi verkkokauppa-alusta ei riitä?

Mieti skenaariota jossa täytät jättimäistä exceliä, mutta et voi hyödyntää Excelin automatiikkaa. Joudut tekemään manuaalisesti kaiken, eikä sinulla ole mahdollista nähdä kokonaiskuvaa työn etenemisestä.
Verkkokauppa-alustoissa ei ole työkaluja, joiden avulla pystyt hallinnoimaan systemaattisesti tuhansien tuotteiden valikoimaa. PIM järjestelmällä seuraat työn etenemisestä, rikastusasteita, puutteita sekä saat käyttöösi muita hyödyllisiä työkaluja jotta työ on sujuvaa ja selkeää.

Lisämyynnin tekeminen verkkokaupassa vaatii ihmistä tekemään linkityksiä tuotteesta toiseen. Muutamien tuotteiden linkkaaminen toisiinsa on mahdollista, mutta usein tuotteita ja eri variaatioita tuotteista on tuhansia. Tämän takia taustalla on oltava PIM järjestelmä jonka avulla linkitystyö on nopeaa.

Bundlet eli tuotekombinaatiot. Toisiinsa liittyvät tuotteet voidaan niputtaa yhdeksi kokonaisuudeksi, jolloin asiakas löytää toisiinsa sopivat tuotteet helposti ja usein myös edulllisemmin. Ilman PIM järjestelmää tuotekombinaatioiden tekeminen ja ylläpitäminen on todella haastavaa.

Ristiinmyynti perustuu dataan jota saadaan kerättyä automaattisesti verkkokaupassa asiakkaiden tehdessä ostoksia. Tämä ominaisuus on usein vakiona verkkokauppa-alustoissa, mutta se aiheuttaa myös ongelmia / haasteita sen suhteen ettei asiakas löydä helposti esim. puhelimeen sopivia suojakuoria tai kuulokkeita. Asiakkaalle suositellaan jotain mitä muut asiakkaat ostivat. Joku asiakas saattaa tilaa tehosekoittimen puhelimen kanssa ja toinen tietokoneen, olet kuitenkin itse etsimässä halpaa liittymää tai panssarilasia, joten sinulle esitetty data ei auta tekemään ostopäätöstä. Päinvastoin.

PIMin avulla myyt enemmän kaikkialla.

Mitä jos haluat laajentaa tuotteiden myyntiä esim. Amazoniin tai haluat hyödyntää jälleenmyyjiesi verkkokauppoja? Kun yrityksellänne on PIM järjestelmä, sitä pystytään hyödyntämään tulevaisuudessa kaikessa myynnissä. PIM järjestelmästä saadaan vietyä kaikki tuotetieto automaattisesti eri myyntikanaviin ja järjestelmiin.
Kansainvälisen kaupankäynnin perusedellytys on käydä kauppaa paikallisella kielellä, kieliversiot ja niiden hallinta tehdään luonnollisesti keskitetysti PIM järjestelmässä, hyödyntäen esim. käännösautomatiikkaa järjestelmän sisällä.

PIM järjestelmä on monikanavaisen myynnin ja hyvän asiakaskokemuksen perusedellytys.

About API’s and their publicness

A modern application lives or dies based on the availability of its public API. Before having a deeper look into what API’s mean to us, and how they can be used in the most effective way, we should understand the basics.

API (Application Programming Interface) is an interface that allows the application data and functionality to be reached, as well as allowing for further programming of the program or a part of it, for example in regards to standard libraries. These interfaces can function on a very low level and deal with the inner functions of the application itself, for example calling open source libraries within the system. However this article only covers public API’s that are expandable or can be integrated and allow for the application data to be used in a variety of different ways.

API-centric architecture

Traditionally API’s have been considered to be an internal part of the application, or at the very least to be used as a means to integrate something to the application. Modern applications act as services, and this is why it’s important to make sure that expanding the system is just as easy as is the use of the data included in it. Modern applications use and offer a multitude of interfaces, for example social media applications like Facebook and LinkedIn are mainly run on interfaces with separate user interfaces built on top of them (e.g., browser, mobile, etc.).

In an API-centric architecture the applications connect to each other over these interfaces. How a single application has been built doesn’t matter as long as it follows the general practices in its interfaces. API-centric architecture also makes it easier to create device independent applications, so that for example the application can be run on multiple mobile operating systems using the same interface on them all.




Using general practices and de facto standards when connecting applications and using the data via different applications makes the whole process easy.

REST (Representational state transfer) is an stateless interface architecture model based on HTTP protocol. Typically REST API offers the information in JSON (JavaScript Object Notation) or in XML format. Our REST API’s use JSON, which is an open format based on readable text and attribute value pairs.

Public API

One of the main ideas of an API-centric architecture in that the interfaces are publicly available and that they contain a comprehensive documentation. Even a good interface will go unused if it’s hard to use or lacks documentation completely. In the best case scenario all the information and logic of the application can be reached via the API. This makes it flexible to connect, integrate and expand the system with needed applications.

Public API doesn’t however mean that all the information within the system would be publicly available. API calls are always authenticated so that the user will only have access to information they have credentials for.

More information:


Product information is our most important capital

A few weeks ago, I was with a client who stated that in future, product information will be their most important capital. Products are sold through high-quality product information and it allows them to reach big targets, such as doubling sales revenue over the next couple of yers. For example, maintaining an online shop without the proper processes and tools is impossible for them, never mind further developing their business.

We have been working with product information for several years now and completed dozens of projects. Often, product information and PIM as a term have been completely new to our clients and we have worked hard to raise the awareness in Finland. Indeed, often we have started from the processes involved in automated publishing in relation to product information. These are based on company’s needs and their benefits are easier to grasp. Of course nobody wants to do product information just for the sake of it, that’s why it’s better to see its benefits as soon as possible.

It has been a great pleasure to note that a growing number of organisations has studied product information management, knows the terminology and it has been noted even on the upper levels of the strategy. In many businesses, product information management is part of the daily life. Of course there are more businesses that are only coming around it now. At its best, product information management is seen as one of the core processes that is meant for feeding information into channels that require it. Often, the client realises the importance of product information management as they set up their online shop. The online shop obviously requires quick reactions and real-time updates. This raises some eyebrows as old sales channels may have been functioning through manual processes for years. For example, it may take months to manually produce a printed catalogue whereas it could be produced in a fraction of the time if the process was automated.

Of course, the client’s statement raises their requirements onto a new level. How does one manage product information and more importantly, how do you use it efficiently to reach big targets? What should the processes be and how do the tools support them? These are some of the questions we gladly help our clients with. Take a look at the reference page and see how we have helped some of our current clients with their solutions.


Sales, more sales, video  


Would you rather watch this blog post on video? Image borrowed from

I admit it, I am pretty lazy. When I’m shopping online, I tend to spend only about 15 seconds on a single page – especially if there is nothing to grab my attention right from the start, or if I’m not finding what I’m looking for. My worst turn-off is badly presented content. Pretty pictures will make it easier to stay on the site, but if for example the photo gallery doesn’t work with the arrow keys, I tend to just give up before long as using the mouse from the bed is too much of an effort. I also read very selectively: large feature posts, sub-headers and maybe the reviews. If I am extremely interested in the content, I just might read the small print and the actual body text.

But how about a video? Those I’ll watch pretty much every single time – especially if they’re short ones. I’ve bought more than enough dresses online because of a compelling product video. Nowadays I know that photos often lie, but I feel that a video is more concrete, more informative and more truthful.

Me and I’m guessing everybody else never reads a manual, but when I’m having problems I always have some time for few minutes long how-to video. With the advent of multiple new channels and everything becoming social, the end users are creating these videos themselves as well. You can find out how the product actually performs by watching a short YouTube or Snapchat video someone posted.

I believe that most people are like me – lazy, who believe when they see. Moving images work better and demand less from us. According to recent case studies, product videos can increase the conversion rate of a web-store by up to 85%. Google is also giving higher search result ranks to sites with videos. Maybe my next blog post too should be a video…

Videos are an important part of enriched product information – in addition to being informative and sometimes even entertaining, at best they can be the factor that makes the customer decide to buy the product, and increase your sales. Does your company already have a solution to tackle this new frontier? Look into Adeona PIM solutions for product information management and publishing.

The new online stores of K-rauta and Rautia are taking advantage of Adeona’s rich product information

During the current year, Rautakesko has expanded its e-commerce activities in Finland. In April K-rauta e-commerce was published, in May it was Rautia’s turn and in June the new K-maatalous redesigned website was published. In Sweden, K-rauta e-commerce was published in the summer of 2014.

Foundation and processes that cover the comprehensive product information are built in Adeona carefully, which has facilitated the renewal of all network services. Data accuracy, speedy access and distribution ensure high quality of product information and distribution in all of Rautakesko’s online services.

Adeona supports the improvement of the customer experience by providing the network services with high-quality product information. Adeona also serves as a background for search operations services, and plays an integral part in filtering information or finding alternative products. In addition to online services, Adeona PIM’s maintained and controlled product information is also used in traditional marketing, on printed materials, as well as in stakeholder services. With Adeona, the “do once, benefit forever” -principle is realized – even with hundreds of thousands of titles. Rautakesko’s Global Development Manager, Antti Sarkkula, describes the importance of product information:

We are able to improve our online store customer experience, because our foundation is in order, in  example, in regard to the product information.

Kesko tuotetiedonhallinta

More information:

Katri Koskentalo
Manager, Customer Relations
+358 40 167 8971

Amo increased their sales with Adeona Sales Tool

The role of brand owners, importers and merchants has changed from logistics partners towards information logistics each day and their customers require better and more accurate product descriptions that have to be exactly correct. Online and multi-channel sales only add to this challenge. With Amo, many retailers are developing their own information processes and they wish to receive the product information in the format they want.

Corporate and product brand management and efficiency to produce materials are important when the sales personnel are preparing their sales presentations, offers and other sales material to be distributed for their customers.

Sales Tool has fulfilled our expectations and the visual materials have even exceeded them. The tool has been very easy to use and thus the deployment has been a breeze.

Johanna Vesterinen, Business Planning Manager, Amo Oy

Adeona Sales Tool provided Amo with ready-made solutions for challenges produced by the back-office needs. With Sales Tool the production of different types of publishing can be done easily and effortlessly lessening the manual work and the errors coming with it and providing the customers with higher quality product information and material faster than before.

The service allows automated production of material such as:

  • easily managed sales information brand by brand for the sales personnel
  • product information and photos in the required format for both retailers and customers
  • formal offers and stunning brochures
  • other publications for customer communication, e.g., customer-specific pricing and photo catalogues

Using Sales Tool has made the production of sales materials and offers a lot more easier, leaving more time for making the actual sales and polishing the offers instead of searching for product images and descriptions or copy pasting.

Johanna Vesterinen, Business Planning Manager, Amo Oy

The foundation of operative product marketing for Amo is solid: the product information is managed with Adeona PIM and the Amo ERP-system (Digia Enterprise). The roles of the systems were strictly defined during the development so that the principle of single input is achieved with all the information and that all the information is kept up-to-date automatically within all the sales channels and services.

During the development of the project Adeona Media Bank was also updated to the latest version. Via the media bank Amo is able to easily share content, photo material and selected product information to their clients, stakeholders as well as their own people. Flexible user access policies and content sharing allows for only the people with correct credentials to have the access to the material.

Product information enriched via Adeona PIM is automatically transferred into a customer-oriented service.
More Information:

Johanna Vesterinen, Business Planning Manager, Amo Oy,
Patrik Palatz, Managing Director, Canter Oy,
Johanna Vesterinen, Business Planning Manager, Amo Oy