Speech a SEND Insights di Nicola Fontana, Head of Customer Audience and CRM Strategy, Lastminute.com

1. #SEND16
A CASE STUDY OF DYNAMIC PERSONALIZATION
Nicola Fontana, Head of Customer Audience and
CRM Strategy

2. #SEND16is an event organized by
© Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
The inspiring travel company
Ranked among the first five online travel
companies worldwide*
Giving customers whatever they need –
anytime, anywhere
Innovation-driven business model: Scalable
brand architecture
Compelling revenue stream
40
Countries
10M
Travellers handled per
year
€ 250M
Revenue
35M
Unique visitors per month
Travel related products and
services
Relevant content and
information
* Source: Euromonitor International and Company’s estimates on OTA space. Ranking based on GTV 2015 figures
Data from FY2015 consolidated financial statements
What HowWho
2
3

3. #SEND16is an event organized by
© Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
From Italian start-up to Swiss based multi-national group
3

4. #SEND16is an event organized by
© Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
2 Keywords
4
PROXIMITY
Relevance in crucial touchpoints
MOMENTUM
Value across the whole Customer Journey

5. #SEND16is an event organized by
© Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
1 Customer Journey
5
Search Book Experience Post-experience Lifecycle
1. Pop up survey
2. Cart
abandonment
1. Confirmation
email and sms
2. Pre-travel email
series
1. Push notification
• Destination app
• Vertical App
1. Welcome back 1. Bulk: weekly
promotion per
category
2. Triggered:
• Cross sell
• Prevention
• Win back
On tripOn the wayPre-departure

6. #SEND16is an event organized by
© Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CRM ecosystem
DMP/DSP
DWH
Segmentation tool
Predictive models
ESP platform
Dashboard
ADV server
Data Feed
Content scraping
6
Website/E-commerce
Social Media
Standalone app
Vertical (scope) app
Customer care
ADV via Custom Audience
Customer Data
Booking data
Customer feedback
Behavioural data
Analytics
DIGITAL IDENTITY
DATA
FRONT ENDBACK END
Increase the customer loyalty
Churn reduction
…………………………………………..
Boost the value per active customer
Value Management
…………………………………………..
Build profitable Customer Audiences

7. #SEND16is an event organized by
© Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
DMP/DSP
DWH
Segmentation tool
Predictive models
ESP platform
Dashboard
ADV server
Data Feed
Content scraping
7
Website/E-commerce
Social Media
Standalone app
Vertical (scope) app
Customer care
ADV via Custom Audience
Customer Data
Booking data
Customer feedback
Behavioural data
Analytics
DIGITAL IDENTITY
DATA
FRONT ENDBACK END
CRM ecosystem: email
Content scraping
Data feed: xml
Data feed: csv
Data feed: ADV server

8. #SEND16is an event organized by
© Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CRM ecosystem: mobile push
DMP/DSP
DWH
Segmentation tool
Predictive models
ESP platform
Dashboard
ADV server
Data Feed
Content scraping
8
Website/E-commerce
Social Media
Standalone app
Vertical (scope) app
Customer care
ADV via Custom Audience
Customer Data
Booking data
Customer feedback
Behavioural data
Analytics
DIGITAL IDENTITY
DATA
FRONT ENDBACK END
lastminute.com
Benvenuto a Londra! Per te
il 30% di sconto per un tour
privato a Stonehenge.

9. #SEND16is an event organized by
© Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CRM ecosystem: custom audience
DMP/DSP
DWH
Segmentation tool
Predictive models
ESP platform
Dashboard
ADV server
Data Feed
Content scraping
9
Website/E-commerce
Social Media
Standalone app
Vertical (scope) app
Customer care
ADV via Custom Audience
Customer Data
Booking data
Customer feedback
Behavioural data
Analytics
DIGITAL IDENTITY
DATA
FRONT ENDBACK END

10. #SEND16is an event organized by
© Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Performance email
2016 Results
10
Deliverability
Deliverability rate
95%
Dynamic campaigns
vs Statics
+ 20% OR
+ 15% CTR

11. SEND Insights
is an event
organized by
Grazie
Nicola Fontana