Thomas Cook Belgium is a social marketing firm founded by Hans Smellinckx, who has 20 years of experience. The firm specializes in multi-channel marketing, social media, CRM, email marketing, mobile marketing, digital marketing, metrics and dashboarding, and branding. Smellinckx is also active on Twitter and maintains a website for the firm. The document discusses using big data and data warehousing for customer relationship management and segmentation. It outlines a process for connecting data, segmenting customers based on socio-demographic factors, and targeting them with complex and personalized marketing campaigns based on their behaviors, interests, and past purchasing history. The challenges of predicting customer behavior and measuring return on investment from dynamic marketing

1. DATA

2. Thomas Cook Belgium
20 years experience Social Marketing Forum
Innovation & Marketing Projects
®Evolution Founder
HANS SMELLINCKX
Multi-channel Marketing Social Media
CRM E-mail Marketing
Mobile Marketing Digital Marketing
Blogger Metrics, KPI’s & dashboarding
Branding & Reach
Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be

3. Thomas Cook Belgium is…

5. ENIAC
Electronic Numerical Integrator And Computer

6. DATA
BIG
DATA WAREHOUSE
BI
CRM

7. NOT
NEW
It’s still a car

8. Most important parts of a car
1. Engine
2. Wheel
3. Brakes
4. Strearing wheel
5. Body & seating

9. Roadmap

10. 65%
(Big) Data not part
of the strategy

11. People Tools
skills technology

12. STEP 1: CONNECTION

14. STEP 2: Segmentation

15. Socio demo

16. Socio demo
employment
Maritial status gender
age education
Social class

17. Simple
Filter

18. 20 – 25 year old
Female
Student
Single
University student
No children
Lower social class

19. Challenges

20. ? Hobby
Interests
Pets
Living together
Still living at home
shopaholic

21. ?
Data connection
Mobile savy
E-commerce
Real-time mobile
use
Workplace vs
living

22. COMPLEXITY
Degree of ROI Real-time (social)
Behaviour criteria
Behaviour criteria
Lifestyle criteria
(Buying) history
Socio demo
TIME
Excel SAP
access Oracle / IBM

23. Confirmed behaviour
Unknown future behaviour

24. Sport clubs…

25. 6 month health program
Open graph 2
Use real-time Website & referral
data
Unexpected offers
Ask for interests Cross sales
Re-activate sleepers
Past members Trends
“family” trends
Clean db

26.  Which regions to target?
 Which similar people to target?
 Predict & counter drop-off
 Upsell or partner programs
 Make dynamic promotions
 ROI & RFM

27. Recommendations

28. Track users
individual
Calculate
ROI/target group
Fine-tune with
every campaign

29. Visualise it!
http://projects.nytimes.com/census/2010/explorer

30. Questions ?

31. Thomas Cook Belgium
20 years experience Social Marketing Forum
Innovation & Marketing Projects
®Evolution Founder
HANS SMELLINCKX
Multi-channel Marketing Social Media
CRM E-mail Marketing
Mobile Marketing Digital Marketing
Blogger Metrics, KPI’s & dashboarding
Branding & Reach
Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be