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From growth to profit by Johan Bisgaard Larsen

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Slides of Johan Bisgaard Larsen from the Digital Impact Forum event held at IIH Nordic on November 7, 2019.

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From growth to profit by Johan Bisgaard Larsen

  1. 1. FROM GROWTH TO PROFIT DIGITAL MARKETING AS A TOOL PILOT: JOHAN BISGAARD LARSEN
  2. 2. No. Passengers (in mio)
  3. 3. RACE TO THE BOTTOM…
  4. 4. Airline bankruptcies the last 2 years…
  5. 5. FROM GROWTH TO PROFIT …what does this mean for marketing
  6. 6. 2015-18 3 YEARS WITH +20% YOY GROWTH
  7. 7. 84% OF ALL NORWEGIAN TICKETS ARE SOLD ONLINE!
  8. 8. TRADITIONAL AIRLINES ONLY USE 12% OF THE DATA THEY HAVE ON PASSENGERS EFFECTIVELY; 88% IS STILL UNSTRUCTURED ACCORDING TO SABRE 2019 ”
  9. 9. DIGITAL QUALIFICATIONS INHOUSE VS. OUTSOURCE AND WHERE DO YOU FIND THEM?
  10. 10. PRIORITIZE AND CREATE EFFECTIVENESS THROUGH DATA AND TECHNOLOGY…
  11. 11. …WE BECAME MASTERS OF SCALING DATA. WE HAD TO!
  12. 12. …WE BECAME MASTERS OF SCALING DATA. WE HAD TO! …BUT THIS APPROACH HAD TO CHANGE
  13. 13. ALL AIRLINES FIGHT OVER THE SAME DATA…
  14. 14. PERSONALISATION AT SCALE CAN DRIVE 5-15% REVENUE GROWTH ACCORDING TO MCKINSEY 2018 ”
  15. 15. …THE RIGHT MESSAGE, AT THE RIGHT TIME, IN THE RIGHT CHANNEL. ”
  16. 16. …THE RIGHT MESSAGE, AT THE RIGHT TIME, IN THE RIGHT CHANNEL. THIS IS DONE BY; SUPPLYING THE RIGHT CUSTOMER DATA, TO THE RIGHT SYSTEM, ANYTIME ”
  17. 17. CDP/Personalisation puts you in the cockpit of your data • Sell more based on demand and intent, personas and what we know about the individual customer • Increase insights based on behavioural and intent data • Going from indirect to direct relationships • Optimize marketing allocation by excluding audience • Increase relevance, loyalty and perceived value
  18. 18. RESULTS: - SIGNIFICANT IMPROVEMENT ON ALL CHANNELS (OWN AND PAID) - 16% REVENUE GROWTH FROM PERSONALISATION - SMALL TESTS SHOWS HIGH IMPACT CVR
  19. 19. CHAPTER TITLE AND SUPTIBLE TO CHAPTER KEY TAKEAWAY:
  20. 20. CHAPTER TITLE AND SUPTIBLE TO CHAPTER KEY TAKEAWAY: - FIND THE JOKER! - DON’T LET THE LOWER FUNNEL RESULTS OVERSHADOW THE UPPER FUNNEL IMPORTANCE - FOCUS, TEST AND SCALE…
  21. 21. TAK
  22. 22. SPØRGSMÅL?

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