data & personalisation breakfast session

WELCOME

DATA & PERSONALISATION

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.

IMAGINE

You could double your

Direct Marketing leads & revenue

TOM

ORR

OW

THE DAY AFTER

TOMORROW

FUTURE

IMPACT

YOUR TIME

Your time spent!

Source: Peter Hinsen

TOM

ORR

OW

THE DAY AFTER

TOMORROW

FUTURE

IMPACT

YOUR TIME

SOY

REALITY

NO MAGIC POTION

SKILLS

VISION

How many contact points?

FOR ONCESIZE DOES NOT MATTER

5 years Thomas Cook Group in 5 minutes

START

Weekly newsletter

Upsell campaigns

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

Weekly newsletterWeekly newsletterWeekly newsletterWeekly newsletter

Upsell campaigns Upsell campaigns Upsell campaigns Upsell campaigns

Happy b-day campaign

First 24 months

Happy New Year + survey

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

Email personalisation

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

@hanssmellinckx