Data & personalisation breakfast session
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Transcript of Data & personalisation breakfast session
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WELCOME
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DATA & PERSONALISATION
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Integrated publishing production solutions provider for offline and
online marketing & corporate communication.
We want to enlarge the toolbox of every single CEO, CMO, CFO, CIO, CTO and CDO.
Our Duval Union Academy team consists of top-level in-house specialists and partner experts. All renowned for their expertise and experience in their field. And all of them engaged to share their knowledge with today’s decision makers.
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IMAGINE
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You could double your
Direct Marketing leads & revenue
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TOM
ORR
OW
THE DAY AFTER
TOMORROW
FUTURE
IMPACT
YOUR TIME
Your time spent!
Source: Peter Hinsen
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TOM
ORR
OW
THE DAY AFTER
TOMORROW
FUTURE
IMPACT
YOUR TIME
SOY
REALITY
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NO MAGIC POTION
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SKILLS
VISION
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How many contact points?
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FOR ONCESIZE DOES NOT MATTER
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5 years Thomas Cook Group in 5 minutes
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START
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Weekly newsletter
Upsell campaigns
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My Thomas Cook experience
• Staff:– When I started: 1– When I left: 8 internal / 2 freelance
• 3 full time for e-mail mkt• Process:
– Optimise existing– Add frequency– Add data & channels– Budget EM: stayed the same after 24 months– Budget DM: 500K > 900K
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Weekly newsletterWeekly newsletterWeekly newsletterWeekly newsletter
Upsell campaigns Upsell campaigns Upsell campaigns Upsell campaigns
Happy b-day campaign
First 24 months
Happy New Year + survey
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Weekly newsletterWeekly newsletterWeekly newsletterWeekly newsletter
Upsell campaigns Upsell campaigns Upsell campaigns Upsell campaigns
Happy b-day campaign
Next 12 months
Happy New Year + survey
Segmented + double touch
Segmented + double touch
Segmented + double touch
Segmented + double touch
Triple touch
DATA QUALITY + WEB BEHAVIOUR
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Email personalisation
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After 5 years… • Offers are automatically linked • Data shared between online, e-commerce & CRM• After 3 years: reporting integrated with e-commerce • Click behaviour & buying behaviour fully automated
& integrated• Start to look at automating Direct Mail • But… no attribution model. • But… customer service still on different CRM
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@hanssmellinckx