Customers segmentations

1. Customers segmentation
Individual offers
2017г

2. Goals:
2
Sales increasing:
1. Charges increasing of existing customers
2. Resorts promotion
3. Sales increasing according to selection of winter and summer offers
4. Retention of current customers

3. Solution – Individual offers
3
We need to make a solution for customers segmentation and individual offers
1. Customers segmentation on 27 categories
2. Resort promotion for obviously customers choices
We suggest to start a pilot project with 3 or 4 categories of clients:
1st — Average bill increasing
2nd — Resort promotion
3rd — Tour promotion
These activities can realize an efficiency of project

4. 4
Business values
Logically relevant offers based on type of clients
We can resolve a different business tasks for sales based on the clients clusterization
• We obtain a recommended
resort for each person in list
• We obtain a recommended
destination for each person in
list
• Predict Rating -
the list of preferences with
weights
• We get a full customer pool
for special offers
Clusterization
 Uplift by destination
Personal offers to visit specific
destinations
 Uplift by selected resort
Special accommodation
offers based on preferences
 Resort sales increase
Special resort offer based on the
data mining results
 Destination sales increase
Special tour offer based on the
data mining results
Businessvalues

5. Data flow scheme
5
CRM France
Data processing
Data hosting
E-Mailing
Statistics gathering from the mailing
Passing data 2 times in a month
Passing the customers database for
e-mailing
Statistics gathering after emailing and
updating a new data in 2 times per
month
DM Basis IT
Solution
(Russia)
Customer segmentation
Developing an offers for e-mailing
E-mailing analytics and data
validation

6. Current e-mailing status
6
Compared with 2015 we can observe an reducing open rate in 12 % and click rate in 5,7%
Compared with 2015 the amount of sent emails has increased in 43,30%
Description Campagne * Sent Open Rate Click Rate (Distinct)
2016 2015 % 2016 2015 % 2016 2015 %
Общий итог (Клиенты и Cold Prospect) 41 605 18 014 + 43,30% 40% 52% -12% 12,4% 18,1% - 5,7%
* Source report 20170102_Recurring Campaign Report
With comparison of current customers we can see less open rate in group of prospect clients.
Unfortunately we can’t compare data for 2015 and 2016 years due to null data of 2015 year. We can’t focus on
prospective group.

7. Suggestion in automated customer segmentation
7
We should realize an automated customer segmentation based on client profile with following properties:
1. Customer segmentation;*
• Type of resort
• Hotel ratio
• Amount of vacation days
• Amount of tourists
2. Developing a personal offers for each group of customers;*
• Offer with better type of hotel
• Offer of probable resorts and new resorts promotions
3. Customer e-mailing feedback analytics and data updating;
4. Report.
* Матрица по разбивке клиентов - у Артема

8. Communication with the customers
8
Special offer for client
Opened
Reserved Not reserved
Thanks You hadn’t interested in our offer. We have prepared another
one. Do you curious on it ? Yes/No
* Start a program if we have seen an efficacy at first leading wave ( Increasing a open rate and sales)

9. Segmentation open rate analytics:
9
At pilot project we can estimate :
1. Open rate
2. Customer engagement – click through
3. Sales conversion
This segmentation can make a prediction and take a right decision in a
main project kick off.

10. Pilot project requirements:
10
 We should get a further information:
Customer data - detailed information (Personal data, Full name, type
of client, interests)
E-mailing data base
Client activity – reservation data, trip withdrawal)
 Periodicity of data receiving, 2 times per month via set
format ;
 Developing of personal offers
 Customer data deduplication and verification
 E-mailing of special offers

11. A few variants of pilot project
11
Variant 1: One-time e-mailing: one day – all
types of customers
Positive:
More operative method
Example of timing calculating:
We have started a project in february
– waiting for result about 6 months
Negative:
Enmesh
• 4 types of clients
Will passing 4 data bases for 4 layouts- needs to
connect data base and layout
• Customers participating in e-mailings with a
different offers (global and locals customers)
Variant 2: A few e-mailing at all types of test
segments
Positive
• No enmesh. 1 example = 1 data base
• Data validation: exception of clients who
has participated at main e-mailing.
Negative:
Long time realization
Example of time calculating at slide #11

12. Project plan:
12
Plan for 5 test e-mailing
Actions/Responsible
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Project handover / DMBasis
Project approval / Club Med
Financial questions
(Club Med / DMBasis)
Developing of automatic segmentations
Data base request / DMBasis
Data base assignment / Club Med
Customers segmentation / DMBasis
Layouts developing and coding /
DMBasis
Layouts approval / Club Med
Report passing / DMbasis
E-mailing / Club Med 1 2 3 4 5
Report request / DMbasis
E-mailing analytics / Club Med
First results analytics
(e-mailing) / DMBasis
Conversion analytics / DMbasis

13. Potential risks/problems:
13
Deadlines– operational efficiency
Offer developing and coding – DMBasis
Layouts and text approval – Club Med - Russia
Getting a data base– Club Med - France

14. Thank you for attention!
14Contact information