#19 - Lessons from the MarTech renewal journey at Finland’s largest financial institution - Nina Rancken, OP Pohjola
Description
In this episode of Data Driven Voices, host Emma Storbacka is joined by Nina Rancken, Customer Engagement Lead at OP Pohjola. They dive deep into OP's pioneering, AI-based MarTech journey – a six-year transformation that required a fundamental cultural shift, not just a technological one.
Chapters
(00:00 ) - Introduction and Welcome
(01:44 ) - Nina’s Background - from Nokia to OP
(03:49 ) - OP Pohjola and Its Forward-Looking, Agile Culture
(07:53 ) - The AI-based MarTech Journey and the Cultural Change
(13:56 ) - The Four Key Strategic Principles
(16:55 ) - Current Capabilities in 2025: 8 Channels and 350 Next Best Actions
(19:15 ) - How AI Drives Next Best Action Decisioning and the Improved Key KPIs (Engagement and Contract Conversions)
(24:52 ) - Operating Model Changes and Governance Forums
(30:18 ) - Lessons Learned: The Need for a Clear Holistic Owner
(32:40 ) - Future Potential
(41:36 ) - Change Management Lessons and Best Practices
United States
