The document discusses the use of CRM and data-driven marketing strategies, specifically focusing on an automated upsell campaign for Thomas Cook. It outlines the complexities involved in targeting customers based on various parameters to maximize revenue from upsell services. The campaign ultimately resulted in substantial revenue generation with limited human intervention and the potential for expansion to other brands and services.

1. 4/03/2013
It’s not just web, it’s your business

2. Hello!
Hallo!
Jeroen Bouserie
Data driven marketeer
Mobile: +32 475 42 27 23
jbouserie@reference.be
http://www.linkedin.com/in/jeroenbouserie
https://twitter.com/jeroen_bouserie

3. Emakina Group

4. The Reference core services
Concept & strategy Technology & design Management & Marketing
Strategic Planning User Interface Design E-Direct Marketing
Site Optimization CMS Platforms Search Engine Marketing
User Goal Scenarios Creative Websites Campaigns
KPI Definition Transactional Websites Performance Dashboards
Consulting Mobile Interfaces Emerging Channels
Supported by Supported by Supported by
Emakina/Think Emakina/aprilFIRST Emakina/Live
Emakina/Perform Emakina/Motion Emakina/Social
Emakina/aprilFIRST Emakina/Mobile Emakina/Media

5. Some of our clients

6. Make money from CRM

7. The ecosystem in the ideal world

8. Data flows
Website
Social
Offline
• Facebook • Newsletter • Face2Face
(b2c) • Shopping • Trade Shows
• Google+ (b2c) • Whitepapers • Events
• LinkedIn • Testimonials • WOM
(b2b) • SEA • Print
• Twitter • SEO advertising
•… • Web analytics • Direct Media
• Sales
• Call Center

9. CRM is (or should be) a philosophy

10. Case Thomas Cook

11. Upsell in travel ?

12. Upsell in travel ?

13. Upsell in travel ?
I want to sit here!

14. Upsell in travel ?
Premium meal

15. Upsell in travel ?

16. Upsell in travel ?

17. Upsell in travel ?

18. Upsell in travel ?

19. Upsell in travel ?

20. Case: Upsell @ Thomas Cook
• Existing situation:
• Sales of upsell depending on pro-activeness of travel agent
• Sales of upsell depending on workload call-center
• Upsell sales not always the highest priority
• Bottom line: we leave money on the table
• Business goal: improve revenu on upsell services
• Business request: can we work out our scenario that runs with little or
no human intervention?

21. Case: Upsell @ Thomas Cook
• Development of complex upsell campaign for Neckermann
• Automated campaign that targets Neckermann bookers
• Email dynamically filled depending on:
• Type of holiday (flight and hotel, flight only, SMH, LMH)
• Time of booking (vroegboeking, last minute)
• Time of departure (some offer should not be offered)
• Departure and arrival airport
• Duration of the holiday
Maximum 8 mails
• Kids / No Kids
if timeframe allows ,
• Car / No Car
Each time filled
• Seat in airplane
differently
• Type of meal
depending on
• Language & Gender of the receiver
parameters

22. Campaign flow
Output

23. Case: Upsell @ Thomas Cook
• What we did:
• Use bookings info and CRM info via Salesforce to Selligent to select
the matching target audience and create dynamic segments
• Create SIM article database that contains content information in
two languages (text, images, url, price information)
• Build in checks for opt-in, timings
• Create stored procedure so campaign can run daily
• Set up automated reporting
• Who did it: consultant (briefing, as is analysis), Campaign developer
(campaign flow, mail template), SIM developer (database, stored
procedures), Graphic designer (icons and images) and very important…
…a smart pro-active customer !

24. Case: Upsell @ Thomas Cook
Results:
Substantial revenu is generated
through the campaign
Human intervention is limited to
changing content whenever upsell
services, destinations or prices
change
Upsell campaign expanded to
other TC-brands and types (ski
holidays)

25. Conclusion
Get the most out of your data
Create smart campaigns for:
Upsell or cross-selling Save money
Event management increase efficiency
improve customer
Lead management experience
Improve business processes
Frontoffice
Customer profile completion / correctness
…