Op de UiTPAS inspiratiedag van 10/12/15 waren Sandrine Courouble en Bart Blondelle van Symeta de keynotespeakers in de voormiddag. Ze vertellen honderduit over hoe krachtig ze bij Symeta kunnen communiceren door een verregaande personalisatie en segmentatie.

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+ One-to-One communication experts
+ Personalized Printed Direct Mail
+ 170 employees, 45 Mio €
+ Using HP T400, HP T230, HP Indigo
technology
+ Located in Brussels (Belgium)
+ Part of Colruyt Group,
Belgium’s n°1 retail group
Who we are

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+ We help marketers and their agencies increase the impact of
Direct Mail pieces using customer data.
+ We target marketers @ retail (food, automotive, fashion,
tourism, banking & insurance, etc.)
+ And offer a creative product portfolio: 15 standard products in
DM and a phased plan to make it happen!
What we do

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Relevance

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Relevance
How do I tell
every single customer
they love
ME
Right time
Right person
Right channel
Right Message

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DM impact Critical Succes Factors
Creativity & execution
Offer & proposition
Targeting & segmentation
60%
30%
10%
Source: Drayton Bird – Common Sense DM

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Relevance
Complexity
Benefit
Level 1: Mass
Communication
Level 2:
Segmentation
customer data
Level 4: Life cycle
Level 3:
Segmentation
customer behaviour20% complexity =
80% relevance
How we do it

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Level 1: Mass
Communication
Level 4: Life cycle
How we do itLevel 2:
Segmentation
customer data
Level 3:
Segmentation
customer behaviour
+ Nothing + NAL
+ Gender
+ Age
+ Socio-Demo
+ …
+ Ticketing
+ Visits
+ Categories
+ Shop location
+ …
+ Recurrence
+ Analytics

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Single Customer
Communication

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"A Single Customer View is an aggregated,
consistent and holistic representation of the
data known by an organisation about its
customers."
Single Customer View

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Single Customer View

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1+1=3

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Embrace your team

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Budget

19. bart.blondelle@symeta.com
+32 (0)496 22 43 01
be.linkedin.com/in/bartblondelle
@BartBlondelle
This time it’s personal
Symeta helps you get started
Sandrine.courouble@symeta.com
+32 (0)477 40 91 61
be.linkedin.com/in/sandrinecourouble
@SCourouble