This document discusses how the Finnish National Opera uses Marketo to personalize communications with customers based on their purchase history and show attendance. Specifically, it describes how: 1) Welcome emails sent before shows are segmented based on the show name from CRM data, with different content and images for each show. 2) Thank you emails sent after shows also segment based on show name to personalize content and call-to-action links. 3) Show reviews collected via a form include a hidden field to capture the show source via a UTMS parameter, allowing reviews to be matched to specific shows in Marketo. 4) Review data is collected and combined with show name in Marketo before being published

1. Marketo Hacks: Using
purchase history to
personalize follow-up
communication for Opera
visitors
Finnish National Opera
Ilona Vigren / ilona.vigren@avaus.fi

2. Segmented Welcome letter sent to customers before
the show
Based on the show name
information received from
CRM sales data, Marketo
segment the Welcome
messages sent to the
customers before the
show
Main picture and
CTA links change
based on the
segmentation
The basic
information about
the show is shown in
the email by using
tokens (Show name,
date, name and
weekday)
Segmentation rules in
Marketo: If Show Name is
Phantom of the Opera
show POO content, if
Show Name is Indigo
show Indigo content, etc.
1 2
The content changes also
based on marketing
permission. One welcome
letter has two separate
segment logics for
different content blocks
Segmentation rules in
Marketo: If unsubscribed
is false show 1, if
Unsubscribe is true, show
2.
Module used to
collect marketing
permissions or to
collect feedback
from current
newsletter
subscribers, content
changes based on
segment

3. Production specific reviews collected after the
show
Based on the show name
information received from
CRM sales data, Marketo
segments the Thank you -
messages
Main picture shown
based on the show
name segmentation
CTA links are also
segmented based
on the show name
The link leading to the
show review page
contains utm-parameter
that defines the source i.e.
Show name
Logic in Marketo: If Show
Name +1 day is Phantom
of the Opera use utm-
parameter
”source=phantomoftheope
ra”, if Show Name +1 day
is Indigo use utm-
parameter
”source=indigo”, etc.

4. The source of the review is catched with a hidden
field
4
Customer can give
star review and add
additional comment
+ nickname
Logic in Marketo: Define
form field as hidden. Edit
autofill and select
url_parameter, parameter
name utm_source.
SHOW REVIEW PAGE

5. Show review source and review are matched in
Marketo
Show review data is
collected first in raw data
fields and then
combouned with the show
name to final fields.
Different show reviews are
packed into one field.
Show review information
moves to marketing
database. The web
developers have a open
interface that show the
review information.
Logic in Marketo: Write the previous
information that has been in the field.
After that write the show review
source (name of the show) and then
the comment or the number of strars
or the nickname that the customer
has given.
Want to learn more about this? Link
to Marketo docs:
https://docs.marketo.com/display/pu
blic/DOCS/Append+Data+to+a+Field
1. SMART LIST
2. FLOW STEP

6. Final review results are shown on
oopperabaletti.fi
Star reviews
Comment +
nickname

7. Want to know more?
Ilona Vigren / Growth hacker
ilona.vigren@avaus.fi
+358 45 8585 605