From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom...
Transcript of From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom...
![Page 1: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/1.jpg)
EURO ATTRACTIONS SHOW 2018
EURO ATTRACTIONS SHOW 2018 ,#EAS18
From anonymous guest to loyal member
Tivoli GardensMichala Svane & Jonas Buhl Gregersen
25th of September 2018
![Page 2: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/2.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Tivoli Gardens
• The second oldest amusement park (1843).
• 4,5 million guest a year (2017).
• Denmark's biggest tourist attraction.
• Ranked no. 8 on “Best Amusement Parks in the world” by Tripadvisor.
• Listed on the Copenhagen Stock Exchange.
• 800 - 4000 employees.
![Page 3: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/3.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Wide range of business lines
Music
TheaterThe Garden Food & drinksRides
CasinoHotel & Spa Tivoli Academy
![Page 4: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/4.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Our guests
Family with youngchildren
Family with olderchildren
The Bon vivants Friends The Culturals Business
![Page 5: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/5.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
![Page 6: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/6.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Our digital journey
![Page 7: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/7.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Digital transformation on 2 levels
PEOPLE
PRODUCT
PRICEPLACEMENT
PROMOTION
Use technology to become more relevant in ourcommunication
Use technology to create new products
and revenue streams
![Page 8: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/8.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Digital Marketing mission
..to create a personalized experience that enchants our guests, not only in the Gardens, but across all touch points every day, day by day, all year - driven by insight of customer needs and behavior.
![Page 9: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/9.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
MARKETING
THE GARDENS
CALLCENTER
SOCIAL MEDIA
Tivoli.dk
GUEST
DIGITAL MARKETING
App
Dat
a
Data
Data
Data
![Page 10: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/10.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Insights and strategy
![Page 11: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/11.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
What we learned from our data
• We’ve been loosing local visitors – but not local visitors with an annualcard.
• A guest needs to visit the Garden more than 3 times a year to increasechances for a renewal of the card.
• 30% of the annual cardholders buy it because of ”Fredagsrock” (Friday night concerts)
• 28% want more benefits for annual cardholders.
![Page 12: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/12.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Strategy for local visitors
Anonymousguest
Knownguest
(profile)
Annual card holder
Loyal annual card
holder
My Tivoli
Interestingcontent
Relevance and timing
Experiencedcustomer value
![Page 13: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/13.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Our architecture & Customer Data Platform
Guest (Self-service) OTA, in-destination resellers
Kiosk App Web Email SMS Expedia Stromma …
Back-end Box Office & Support Center Back-end
Galaxy Dynamics CRM (minimal)
Collection engine
Galaxy POS (primary)
Tivoli API
API Customer Data Services
eGalaxywith ”intercept”
Customer Data Platform (CDP)CRM + Insights + 360°
Identity
Loyalty
Payment
Dat
a &
AP
IB
usi
ne
ssap
plik
atio
ns
BI
AX
Gu
st
Op
erat
ion
al D
ata
Sto
re (
OD
S)
CRM+ CRM Web CRM API (TBD)eGalaxy
![Page 14: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/14.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Using our data
![Page 15: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/15.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
5 quick examples of how we use data in our MarCom
PersonalizedWebsite
Data in Marketing Campaigns
My Tivoliprofile
Loyalty-program
Data to encouragemore visits
![Page 16: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/16.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Personalized website
Conditional rendering” – rule driven display of content
IF:
THEN:
1. Based on where you are
2. Based on where you have been
3. Based on where we think you want to go
PersonalizedWebsite
![Page 17: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/17.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Personalized recommendations
Click on Food
K.
Click on classicalconcert
Tivoli recommends..
![Page 18: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/18.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Using data to target former annualcardholders
Facebook LAL
Using data to create Look-a-like customer audience on Facebook
Retargeting
Using data to retarget guests who shown interest by visiting tivoli.dk
Data Management Platform
Using 1. part data to target former annual cardholders.
CPA
+ 139%
CPA
+ 52%
Data in Marketing Campaigns
![Page 19: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/19.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Motivate to re-visit (more than 3 visits)
Data to encouragemore visits
![Page 20: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/20.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
My Tivoli – to collect and manage data
My Tivoliprofile
![Page 21: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/21.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
My Tivoli – to customize preferences
![Page 22: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/22.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
From annual card to membership
• Subscription
• Annual or monthly payments
• Digital card
• Loyalty program
![Page 23: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/23.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Data and LoyaltyUsing data to reward loyalty through benefits.
Loyalty-program
Years with annual card
Number of visits
![Page 24: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/24.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
What the future holds..
![Page 25: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/25.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
The Who, Where & What in the physical
world
• Initiatives to bridge the gap between digital and physical behavior and communication
![Page 26: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/26.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
The 3. dimension on loyalty
spend• know, track & reward your most valuable customers
• Motivate identity capture in as many touch-points as possible
Projects
• New restaurant POS system with NFC & BARCODE reader
• Mobile payments and Creditcard identity token
• LUX & App features that motivate identification
• Tivoli “wallet” through wristband and app
![Page 27: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/27.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
easy tracking
Flexible product – more creativity and individualization
Projects
• Multiple multiride products -> higher spend and nudge guest behaviour
• Digitization of ride tickets -> Less queue time
• Designing guest journeys to optimize spend
![Page 28: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/28.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Identification and individualization
The app as a must-have visitor tool that delivers the right content in the right context at the right time.
Projects
• Easy profile (facebook connect and MobilepayConnect)
• Tickets / general product purchase available
• The digital ride photo solution
• Table bookings and Loyalty earn and redeem
• A platform for individual offers/communication based on Machine learning (Distant future ☺)
![Page 29: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/29.jpg)
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
A few leassons we have learned
1. Think holistically about customer experience before you think channels.
2. The right organization is a key driver for success: What competencies should we have, which do we source externally; what roles should IT, Sales and Marketing play respectively?
3. Don’t confuse data with insight – ask the right questions
4. Be realistic – take one step at the time. Learn from experiences, create results and build on your success.
5. Digital development is about business development – not a marketing or a IT project.
6. Take initiatives and keep moving forward.
![Page 30: From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom Personalized Website Data in Marketing Campaigns My Tivoli profile Loyalty-program Data to](https://reader036.fdocuments.in/reader036/viewer/2022081407/5f89b244a029196e400af652/html5/thumbnails/30.jpg)
CONTINUE YOUR JOURNEY ON IAAPA.ORG ,#EAS18
AND NOW...
EXPANDYOUR
NETWORK
Thank you!Michala Svane
Jonas Buhl Gregersen
Tivoli Gardens
25th of September 2018