the sunweb customer journey
TRANSCRIPT
The ‘Sunweb’Customer JourneyEmakina - Marketing Automation Summit 2016
AGENDA
Marketing Automation
01
The Client
02
The Challenge
03
The Solution (& its results)
04
The agency: Emakina EMAKINA GROUP
Marketing Automation
of Marketing Automation owners stated that the use of the technology did not equate to an increase in sales.
of those who own Marketing Automation say they are not receiving the full value from it.
Why marketing automation fails
“The creepy factor of brands knowing too much about me is gone. Now we say, • ‘Why doesn’t this company know more about me?
• Why are they sending me irrelevant offers?
Jim Davidson, President of Farelogix
The consumer’s request for relevant personalisation
Having an in-depth understanding of their journey is the essential starting point.
Of consumers are willing to share personal data in return for tools that help them make decisions.
Do you have access to the right data?
Smart marketers bring their creatives and data geeks
together
Fast & Small Data:The need for “real-time”
reactions to ‘all connected experiences’
The Client
September 2016Page 9
The Client
Emakina:Sunweb Marketing Automation Case
September 2016Page 10
The Client
The Challenge
Emakina:Sunweb Marketing Automation Case
September 2016Page 12
The Challenges!Customer Journey Marketing Pressure
Buying Intention The bigger universe (preferences)
2 2222
AWARENESS
CustomerIntelligence
CROSS SELL
LOYALTY
BOOKING
CONSIDERATION
DEPARTURE
22 HOLIDAY2RETURN2
REVIEW
22
22
2
CRUCIAL MOMENT
Building a 365 days relationship platform
The need for a translation of the challenges
The Solution
Emakina’s ‘People Relationship Management’ (PRM) is not just a technical tool, it’s a philosophy.It’s about using all available information to enable a relevant dialogue with people, always aiming for better results.
The solution
People Relationship Management (PRM)
Peop le
Brand
Technology
Content
Progressive profiling
Process
Automation
KPI’s
Get a view on KPI’s
Content
Progressive profiling(crucial moment needs)
Process for the implicit data
Capture Implicit Data
& Link to profile
Visit 1 Visit 2 Visit 3 Visit 4
Customer Journey Dashboard
Behavioral e-mails
Selligent
Technology & Automation
1. Customer Journey
2. Marketing Pressure
3. Buying Intention
4. Individual & Real-time Preferences
Technology & Automation
1. Customer Journey
Technology & Automation
2. Marketing Pressure
Technology & Automation
3. Individual & Real-time Preferences
4. Buying Intention
Technology & Automation
The Results
Sent
Viewed
Clicked
Sessions
Conversion
Testing period from 1/4 to 15/9. Compared to OR & CTR Sunweb + benchmark ‘Travel Industry” The Netherlands
Behaviour email Results
For the behaviour emails, we…• doubled the open rate
• five folded the CTR
Holistic email Performance
We can see a clear uplift in terms ofquality and performance coming from the Behavior specific mails:• Bounce Rate: - 8,35%
• Pages per session: + 9,93%
• Average session duration: + 12,24%
• E-commerce conversion rate: + 50%
• Average price of transaction: + 5%
Testing period from 1st of April until 15th of September
!!!
The Future…
Emakina’s ‘People Relationship Management’ (PRM) is not just a technical tool, it’s a philosophy.
Maarten De NeveSALES MANAGER EMAKINA / DIRECT
+32 474 97 06 90
THANK YOU
@maartendn
maartendeneve