Back to All Events

Data-Driven Marketing

  • Aalto University School of Business Ekonominaukio 1 02150 Finland (map)

Lectured by:

Lauri Pitkänen
CMO, Saldo Finance

“I work as CMO at Saldo Finance Oyj that is one of the biggest fintechs in Finland. I have been working in the fintech sector since 2013, and my main area of expertise is marketing management focusing on digital and data-driven marketing. I have taught multiple marketing courses at Turku School of Economics during my doctoral studies and afterwards as visiting lecturer at Aalto University and Turku School of Economics.”

Lecture topics
Data-driven marketing

Learning goals
1. To know terms CTR, CPC and CPA in digital marketing and what they are used for.
2. To understand optimizing in digital advertising.
3. To understand experiments (A/B testing) to test digital advertising.

Teaching methods
Lecture and case examples

Class preparation materials
Järvinen, J. and Taiminen, H. (2016) Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, pp. 164-175. (Available on Teams or
https://courses.helsinki.fi/sites/default/files/course-material/4514131/6%20Ja%CC%88rvinen%20%26%20Taiminen%202016%20IMM.%20Harnessing%20marketing%20automation%20for%20B2B%20content%20marketing.pdf )

Later Event: July 5
Gallery Walk