from anonymous guest to loyal member · 5 quick examples of how we use data in our marcom...
TRANSCRIPT
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
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.
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Wide range of business lines
Music
TheaterThe Garden Food & drinksRides
CasinoHotel & Spa Tivoli Academy
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Our guests
Family with youngchildren
Family with olderchildren
The Bon vivants Friends The Culturals Business
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Our digital journey
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
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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.
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MARKETING
THE GARDENS
CALLCENTER
SOCIAL MEDIA
Tivoli.dk
GUEST
DIGITAL MARKETING
App
Dat
a
Data
Data
Data
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Insights and strategy
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.
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
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
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Using our data
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
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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
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Personalized recommendations
Click on Food
K.
Click on classicalconcert
Tivoli recommends..
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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
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
Motivate to re-visit (more than 3 visits)
Data to encouragemore visits
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
My Tivoli – to collect and manage data
My Tivoliprofile
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
My Tivoli – to customize preferences
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From annual card to membership
• Subscription
• Annual or monthly payments
• Digital card
• Loyalty program
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Data and LoyaltyUsing data to reward loyalty through benefits.
Loyalty-program
Years with annual card
Number of visits
BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18
What the future holds..
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
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
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
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 ☺)
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.
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AND NOW...
EXPANDYOUR
NETWORK
Thank you!Michala Svane
Jonas Buhl Gregersen
Tivoli Gardens
25th of September 2018