Juho Harmaa

Lyyti is a leading European event marketing platform with thousands of active users and millions of participants every year. I led the product strategy and team to grow Lyyti into an international success story.

We pivoted Lyyti from a traditional event management tool to a significant actor in the marketing stack. Lyyti creates measurable marketing and customer data and integrates it into the marketing ecosystem with great APIs, CRM, and marketing automation integration. It is loved by customers and users with an NPS of 70. The NPS was surveyed by Bain & Co. during the company acquisition process in 2019. The product itself consisted of a web SaaS platform and two mobile products.

This product is central to all functions in a company, and the access to clearly visualized decision data should not be behind data or engineering teams. The project's goals were to map critical user actions and behavioral activity points and provide this data in a readily accessible format that would be easy to use for every employee.

By utilizing industry-leading tools such as Segment.io and Amplitude, we created a solution that presents the historical and real-time customer activity situation in various dashboards while allowing all the employees to create their own dashboards on their needs. Utilizing the data pipeline, we were also able to deliver all the real-time activities to various sales, support, and customer success solutions. This enabled different functions to access the same systems they operated in their daily work.

Real-time user information was available to build decisions that clearly affected the company and created a constant basis for better data-led decisions.

Experience Value Score is a new industry metric for measuring event success. It allows you to evaluate your participant's experienced value and, consequently, prove the effectiveness of your event. It enables companies to quantify the event value and similar benchmark events or industry competitors.

The project started from an industry-wide issue where the created value of events was not measurable. We gathered leading industry professionals to study different aspects of the issue for the research discussion. After that, we ran the design process through the design thinking process. The new metric came as an immediate success story through the very design-centric process and actual tangible need. The adoption rate rocketed to 90% a few months after the release.

Ammuu was one of the largest entry-level hosting companies in Finland. It provided consumer-friendly, CO2-neutral hosting to consumers, small clubs, associations, and small companies. Nebula acquired Ammuu (TeliaSonera).

The company is a US-based healthcare software startup that provides tools for practitioners to retain and grow their customer base and communities. I assisted them in improving their marketing and sales funnel and optimizing their marketing operations and communication.

I audited, planned, and executed a vast change management project to define company pain points in processes and other ways of work. During the project, we managed to secure buy-in for the changes in company culture and work methods, facilitating remote work conditions in best practices and resources and ensuring the buy-in from management and company employees.

A European multinational consulting company operated in a fairly traditional consulting operating model. They wanted to create a new, more productized offering based on the asset-based consulting model. I led and managed the transformation of the business unit, its ways of work, strategy, and planning methods and processes to ensure that it acquired the capabilities to succeed in the new competitive space.