DATA
Thomas Cook Belgium                    20 years experience     Social Marketing Forum                               Innova...
Thomas Cook Belgium is…
ENIACElectronic Numerical Integrator And Computer
DATA        BIG       DATA WAREHOUSEBI                CRM
NOT NEWIt’s still a car
Most important parts of a car               1.   Engine               2.   Wheel               3.   Brakes               4...
Roadmap
65%(Big) Data not part  of the strategy
People   Toolsskills   technology
STEP 1: CONNECTION
STEP 2: Segmentation
Socio demo
Socio demo            employment      Maritial status   gender                 age         education                      ...
SimpleFilter
20 – 25 year old     Female     Student     SingleUniversity student   No childrenLower social class
Challenges
?     Hobby     Interests       Pets Living togetherStill living at home    shopaholic
?Data connection  Mobile savy E-commerceReal-time mobile       use Workplace vs    living
COMPLEXITY                      Degree of ROI                   Real-time (social)                                        ...
Confirmed behaviour                      Unknown future behaviour
Sport clubs…
6 month health program                      Open graph 2   Use real-time      Website & referral       data               ...
   Which regions to target?   Which similar people to target?   Predict & counter drop-off   Upsell or partner program...
Recommendations
Track users   individual  CalculateROI/target group Fine-tune withevery campaign
Visualise it!    http://projects.nytimes.com/census/2010/explorer
Questions ?
Thomas Cook Belgium                    20 years experience     Social Marketing Forum                               Innova...
Big data demistified
Big data demistified
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Big data demistified

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Big data presentation at STIMA - Hans Smellinckx

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  • Pan-”European” travel companyGermany, UK, The Netherlands, Belgium, France, Luxembourg, Austria, Hungary, Poland, Slovakia, Slovenia, Egypt, Russia, Canada & India3200 travel agents33 tour operators (Eg. Neckermann, Pegase)33.000 employees95 airplanes
  • Engine: 350 partsComplete car: 10.000 parts
  • Source: oracle
  • Big data demistified

    1. 1. DATA
    2. 2. Thomas Cook Belgium 20 years experience Social Marketing Forum Innovation & Marketing Projects ®Evolution Founder HANS SMELLINCKX Multi-channel Marketing Social Media CRM E-mail Marketing Mobile Marketing Digital Marketing Blogger Metrics, KPI’s & dashboarding Branding & Reach Twitter.com/hanssmellinckxwww.onlinemarketingmanager.be
    3. 3. Thomas Cook Belgium is…
    4. 4. ENIACElectronic Numerical Integrator And Computer
    5. 5. DATA BIG DATA WAREHOUSEBI CRM
    6. 6. NOT NEWIt’s still a car
    7. 7. Most important parts of a car 1. Engine 2. Wheel 3. Brakes 4. Strearing wheel 5. Body & seating
    8. 8. Roadmap
    9. 9. 65%(Big) Data not part of the strategy
    10. 10. People Toolsskills technology
    11. 11. STEP 1: CONNECTION
    12. 12. STEP 2: Segmentation
    13. 13. Socio demo
    14. 14. Socio demo employment Maritial status gender age education Social class
    15. 15. SimpleFilter
    16. 16. 20 – 25 year old Female Student SingleUniversity student No childrenLower social class
    17. 17. Challenges
    18. 18. ? Hobby Interests Pets Living togetherStill living at home shopaholic
    19. 19. ?Data connection Mobile savy E-commerceReal-time mobile use Workplace vs living
    20. 20. COMPLEXITY Degree of ROI Real-time (social) Behaviour criteria Behaviour criteria Lifestyle criteria (Buying) history Socio demo TIME Excel SAP access Oracle / IBM
    21. 21. Confirmed behaviour Unknown future behaviour
    22. 22. Sport clubs…
    23. 23. 6 month health program Open graph 2 Use real-time Website & referral data Unexpected offers Ask for interests Cross sales Re-activate sleepers Past members Trends “family” trends Clean db
    24. 24.  Which regions to target? Which similar people to target? Predict & counter drop-off Upsell or partner programs Make dynamic promotions ROI & RFM
    25. 25. Recommendations
    26. 26. Track users individual CalculateROI/target group Fine-tune withevery campaign
    27. 27. Visualise it! http://projects.nytimes.com/census/2010/explorer
    28. 28. Questions ?
    29. 29. Thomas Cook Belgium 20 years experience Social Marketing Forum Innovation & Marketing Projects ®Evolution Founder HANS SMELLINCKX Multi-channel Marketing Social Media CRM E-mail Marketing Mobile Marketing Digital Marketing Blogger Metrics, KPI’s & dashboarding Branding & Reach Twitter.com/hanssmellinckxwww.onlinemarketingmanager.be

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