MobileMonday Global

^{From SMLXL, Microsoft and financial services} Xtract appoints industry heavyweights to its board

Xtract, a community marketing intelligence company, has appointed three new members to its Board of Directors. They are Martti Mehtälä, former Managing Director of Microsoft Finland as Chairman of the board; Alan Moore, the Engagement Marketing guru from SMLXL as Member of the board; William Greenberg, senior Canadian management advisor as member of the board.

“Martti, Alan and William bring strategic business, marketing and management strengths as we are moving the company to the next level. Xtract has a smart business model and excellent technology. Our solutions are being delivered and demanded by world’s largest brands and we are well set for this challenge,” says Jouko Ahvenainen, previous Chairman of the board and Chief Operating Officer of Xtract.

Martti Mehtälä has been the Managing Director of Microsoft Finland for 12 years, until June 2007. With over 25 years experience as a senior manager in the IT industry, he has a profound knowledge of the computer and software business as well as many lines of businesses. Martti and has been working in cooperation with many well-known international computer companies and various channel partners.

Martti Mehtälä says: "In the digital age, customer knowledge and understanding of communities they belong to, is of fundamental commercial importance for all industries. In fact, companies will not be able to properly monetise their customer communities without relevant community marketing intelligence. Since Xtract specialize in analysing social networks and predicting customer behaviour, this gives us a unique competitive advantage, and an opportunity to provide our customers deep insight understanding about their end-customers' behavioural patterns, likes and dislikes, which can be used for improved, more focused and more relevant marketing, saving in cost and speed to market.” The other existing Xtract board members are Xtract’s co-founders Kimmo Kiviluoto, CEO and Jouko Ahvenainen, COO as well as Juha Mikkola, Senior Partner and a Co-Founder of Eqvitec Partners.

Alan Moore is the originator of the term, philosophy and principles of Engagement Marketing. He started working on the concept in the late 1990’s, which, culminated in his writing of the book Communities Dominate Brands. His consultancy SMLXL helps businesses and customers to better engage with one another.

Alan’s recent book, Communities Dominate Brands, has provided an international platform for him to address, radio, television, conference and digital audiences globally.

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