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Come find out how Locasun increases its sales volume in the customer segment by +30% - Eulerian - Benchmark by EBG Barcelona 2018

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Come find out how Locasun increases its sales volume in the customer segment by +30% - Eulerian - Benchmark by EBG Barcelona 2018

  1. 1. Eulerian Technologies Case Study Locasun Pierre Saisset
  2. 2. PRESENTATION AD TECH COLLECTION SEGMENTATION ATTRIBUTION ACTIVATION EULERIAN IS YOUR CDP: DMP + ATTRIBUTION + ANALYTICS
  3. 3. Locasun
  4. 4. PRESENTATION Sector: Travel Over 45,000 bookings per year Vacation rental platform 100,000+ apartments, houses and campsites throughout Europe (Portugal, Spain, France, Italy, Croatia)
  5. 5. OBJECTIVES Leverage greater depth and detail of data Automatize customized email or SMS campaigns Segment newsletter users according to their behaviour on the website Customize email or SMS campaigns
  6. 6. How to automatize and/or customize email or SMS campaigns?
  7. 7. WHAT DOES THE EULERIAN DMP/CDP DO? Interest in a destination (Catalonia) or a product category (houses) Interest in a destination or product category + visit in the last 3 weeks The DMP/CDP allows us to create audience segments according to several criteria: Interest in a destination or product category + profile (client or not) Users enter/exit audience segments in real time. Thanks to the DMP, audience users info can be shared automatically.
  8. 8. WHY THE EULERIAN DMP? It enables you to make use of a greater amount of data It allows you to associate navigation data with CRM data and relevant user info
  9. 9. WHAT ABOUT USING THE EULERIAN DMP WITH SPLIO? The Eulerian-Campaign platform connector saves time. The update is automatic. Eulerian’s audiences contacts arrive in the category GROUP in the campaign platform When these enter into a GROUP in the campaign platform, they can: Automatize email or SMS marketing campaigns Customize content blocks in an email marketing campaign
  10. 10. HOW TO INCREASE THE TURNOVER IN THE CUSTOMER SEGMENT? Unknown prospect Known prospect Optimization of the Customer Journey CLIENT
  11. 11. VISITS A PRODUCT PAGE OF A HOTEL COLLECTION Identification of active clients CLIENT Destination Catalonia Type of travel Luxury hotel INTEREST/S
  12. 12. COLLECTION SEGMENTATION VISITS A PRODUCT PAGE OF A HOTEL CLIENT Destination Catalonia Type of travel Luxury hotel INTEREST/S AUDIENCE ENGINE Audience UPSELL – ACTIVE CLIENT Segment PROSPECT SPAIN/4* HOTEL Last search: between 24 and 72h Audience UPSELL – INACTIVE CLIENT Segment PROSPECT SPAIN/ 4* HOTEL More than 3 days ago Creation of audiences by interest
  13. 13. EULERIAN / DMP: Example: audience Visits_Rentals_in_Catalonia in the last 3 weeks CONNECTOR parameter transferred to EA_collector parameter transferred to EA_collector parameter transferred to EA_collector universe universe universe is is is value value value houses campsites mercv parameter transferred to EA_collector parameter transferred to EA_collector parameter transferred to EA_collector sub-category sub-category sub-category is is is value value value tarragona barcelona girona visit > seconds since the last visit value day audience name segment name active yesVisitors_Catalonia name Visitors_Catalonia (progressive): 2 added population
  14. 14. COLLECTION ACTIVATION Newsletter with an offer to Catalonia in specific section PUSH campaigns trip to Catalonia SMS- E-MAIL SEGMENTATION Interest/s VISITS A PRODUCT PAGE OF A HOTEL Destination Catalonia Type of travel Luxury hotel AUDIENCE ENGINE Audience UPSELL – ACTIVE CLIENT Segment PROSPECT SPAIN/4* HOTEL Last search: between 24 and 72h Audience UPSELL – INACTIVE CLIENT Segment PROSPECT SPAIN/4* HOTEL More than 3 days ago NEWSLETTER Launch of a specific CRM campaign with Splio
  15. 15. SPLIO / GROUPS: Customized campaign Catalonia html block Specific campaign Catalonia Offer in Catalonia only for users in the Eulerian audience Catalonia html for users in the Eulerian audience
  16. 16. Interest/s VISITS A PAGE PRODUCT OF A HOTEL Destination Catalonia Type of travel Luxury hotel ATTRIBUTION Newsletter with an offer to Catalonia in specific section PUSH campaigns trip to Catalonia SMS- E-MAIL NEWSLETTER +30% 2nd PURCHASE +10% CLICK RATE COLLECTION SEGMENTATION Audience engine ACTIVATION Audience UPSELL – ACTIVE CLIENT Segment PROSPECT SPAIN/4* HOTEL Last search: between 24 and 72h +30% EMAIL OPENING Audience UPSELL – INACTIVE CLIENT Segment PROSPECT SPAIN/4* HOTEL More than 3 days ago + 30% 2nd PURCHASE IN ACTIVE CLIENTS Performance analysis
  17. 17. RESULTS +10% Customized campaign: +10% increase in click rate (depending on the amount of data available) +30% Specific campaign: +30% increase in open rate regarding “full base” campaign Bonus: greater commitment of newsletter users
  18. 18. RESULTS +30% +30% turnover on email marketing campaigns with Eulerian+SPLIO
  19. 19. KEY STEPS DATALAYER IMPLEMENTATION AUDIENCE BUILDING USER GROUPS CUSTOMIZED CAMPAIGNS CAMPAIGN PLATFORM CAMPAIGN PLATFORM
  20. 20. Thank you! Q&A
  21. 21. Contact: Pierre Saisset p.saisset@Eulerian.com +34 650 049 543

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