1 / 18

Or Actionable Insight Without Breaking the Bank

“ Out of the Box Thinking With Out of the Box Tools ”. Or Actionable Insight Without Breaking the Bank. Paul Lethbridge Director ChiasmaData. Phelim O’Halloran CRM Programme Manager ebookers. The Corporate Process. Functions. Process. Data. Application = Process.

elmo-barnett
Download Presentation

Or Actionable Insight Without Breaking the Bank

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. “Out of the Box Thinking With Out of the Box Tools” OrActionable InsightWithout Breaking the Bank Paul Lethbridge Director ChiasmaData Phelim O’Halloran CRM Programme Manager ebookers

  2. The Corporate Process Functions Process Data

  3. Application = Process

  4. Who doesn’t need process automation? Why? Because both groups make decisions and take actions based on what they learn. And because success is through innovation and creativity not process optimisation!

  5. “The Exact Art and Subtle Science” Copy RoI Digital Assets Click Tracking Brand Values Brand Equity Customer Journey Attribution Social Media AB testing

  6. The Multi-Dimensional Customer Millions of unique customers

  7. The Multi-Dimensional Customer So many ways to communicate!

  8. The Multi-Dimensional Customer Thousands of Product Combinations

  9. The Multi-Dimensional Customer Unique Needs

  10. ebookers Ebookersis a leading pan-European online travel agency specialising in worldwide travel. ebookers.com offers a wide range of travel products including a choice of over 250 airlines, more than 110,000 hotels, holidays, car hire and insurance. ebookers.com is part of Orbitz Worldwide (NYSE: OWW), a leading global online travel company. ebookers.com prides itself in its passion for travel and in strong customer experience. . Phelim O’Halloran is responsible for the technology infrastructure and ebookers CRM programmes across Europe.

  11. Timely, Relevant, Personalised What you did (search, book, travel, click…) + What we want to achieve (cross sell, reactivate, promote…) + What we know (Hotel availability, flight prices, top destinations, promotions..) = What is delivered in the email 1:1 1:Many • The goal is to maximise the dynamically generated, relevant content in every email • “1 to all” is replaced by “1:1” • Meta-Marketing is the way forward: marketing does not make content decisions directly but defines rules that automatically generate content.

  12. Data Acquisition & Exploitation Marketing Database Data Sources Example Exploitation Email Broadcaster Returned set of open, click, bounce etc.. Data Social Media Subscriptions etc… Ad-hoc files: Competition, Purchased data etc.. Booking Platform Social Media Data Warehouse Clean, merge, de-duplicate and normalise acquired data Web Event Data Individual travel itineraries based on products, dates and destinations. OLAP CUBE Social Media Web Services

  13. In Practice: Personalised Re-targeting….. A flight for a dated itinerary that you searched. Deep links to booking pages Delivered in under 8 hours Current pricing for hotels and flights Hotels delivered in order of value Integrated review scores 40+% Open Rates Measurable +veRoI Additional investment

  14. The Marketer’s Dilemma BIG DATA Little Information

  15. The Marketer’s Dilemma RELEVANT DATA MORE INFORMATION Purpose?

  16. What does this look like for you? BIG DATA? 10+ million people MORE INFORMATION And you probably already have these tools in your organisation! 500+ million Email sends Obfuscated Data 3+ million bookings per year

  17. In Summary – a checklist to take away Focus on information not process Capture information about every event If your ESP’s cannot return data: - change them! Relevant data not Big data yields results Purpose is everything in analytics You probably already have the tools - put them to work! ESP = External Service Provider

  18. “Thank You” Find Us@STAND H30 Paul Lethbridge Director ChiasmaData Phelim O’Halloran CRM Programme Manager ebookers

More Related