It’s not just web, it’s your business

4/03/2013

Hallo!

Jeroen Bouserie

Data driven marketeer

Mobile: +32 475 42 27 23

jbouserie@reference.be

http://www.linkedin.com/in/jeroenbouserie

https://twitter.com/jeroen_bouserie

Hello!

Emakina Group

The Reference core services

User Interface Design

CMS Platforms

Creative Websites

Transactional Websites

Mobile Interfaces

E-Direct Marketing

Search Engine Marketing

Campaigns

Performance Dashboards

Emerging Channels

Supported by

Emakina/Live

Emakina/Social

Emakina/Media

Supported by

Emakina/aprilFIRST

Emakina/Motion

Emakina/Mobile

Supported by

Emakina/Think

Emakina/Perform

Emakina/aprilFIRST

Strategic Planning

Site Optimization

User Goal Scenarios

KPI Definition

Consulting

Concept & strategy Technology & design Management & Marketing

Some of our clients

Make money from CRM

The ecosystem in the ideal world

Data flows

So

cia

l•Facebook

(b2c)

•Google+ (b2c)

•LinkedIn (b2b)

•Twitter

•…

We

bsi

te •Newsletter

•Shopping

•Whitepapers

•Testimonials

•SEA

•SEO

•Web analytics

Off

lin

e •Face2Face

•Trade Shows

•Events

•WOM

•Print advertising

•Direct Media

•Sales

•Call Center

CRM is (or should be) a philosophy

Case Thomas Cook

Upsell in travel ?

Upsell in travel ?

Upsell in travel ?

I want to sit here!

Upsell in travel ?

Premium meal

Upsell in travel ?

Upsell in travel ?

Upsell in travel ?

Upsell in travel ?

Upsell in travel ?

Case: Upsell @ Thomas Cook

• Existing situation:

• Sales of upsell depending on pro-activeness of travel agent

• Sales of upsell depending on workload call-center

• Upsell sales not always the highest priority

• Bottom line: we leave money on the table

• Business goal: improve revenu on upsell services

• Business request: can we work out our scenario that runs with little or

no human intervention?

Case: Upsell @ Thomas Cook

• Development of complex upsell campaign for Neckermann

• Automated campaign that targets Neckermann bookers

• Email dynamically filled depending on:

• Type of holiday (flight and hotel, flight only, SMH, LMH)

• Time of booking (vroegboeking, last minute)

• Time of departure (some offer should not be offered)

• Departure and arrival airport

• Duration of the holiday

• Kids / No Kids

• Car / No Car

• Seat in airplane

• Type of meal

• Language & Gender of the receiver

Maximum 8 mails

if timeframe allows ,

Each time filled

differently

depending on

parameters

Campaign flow

Output

Case: Upsell @ Thomas Cook

• What we did:

• Use bookings info and CRM info via Salesforce to Selligent to select

the matching target audience and create dynamic segments

• Create SIM article database that contains content information in

two languages (text, images, url, price information)

• Build in checks for opt-in, timings

• Create stored procedure so campaign can run daily

• Set up automated reporting

• Who did it: consultant (briefing, as is analysis), Campaign developer

(campaign flow, mail template), SIM developer (database, stored

procedures), Graphic designer (icons and images) and very important…

…a smart pro-active customer !

Case: Upsell @ Thomas Cook

Results:

� Substantial revenu is generated

through the campaign

� Human intervention is limited to

changing content whenever upsell

services, destinations or prices

change

� Upsell campaign expanded to

other TC-brands and types (ski

holidays)

Conclusion

Get the most out of your data

Create smart campaigns for:

Upsell or cross-selling

Event management

Lead management

Frontoffice

Customer profile completion / correctness

…

� Save money

� increase efficiency

� improve customer

experience

� Improve business processes