WELCOME
DATA & PERSONALISATION
Integrated publishing production solutions provider for offline and
online marketing & corporate communication.
We want to enlarge the toolbox of every single CEO, CMO, CFO, CIO, CTO and CDO.
Our Duval Union Academy team consists of top-level in-house specialists and partner experts. All renowned for their expertise and experience in their field. And all of them engaged to share their knowledge with today’s decision makers.
IMAGINE
You could double your
Direct Marketing leads & revenue
TOM
ORR
OW
THE DAY AFTER
TOMORROW
FUTURE
IMPACT
YOUR TIME
Your time spent!
Source: Peter Hinsen
TOM
ORR
OW
THE DAY AFTER
TOMORROW
FUTURE
IMPACT
YOUR TIME
SOY
REALITY
NO MAGIC POTION
SKILLS
VISION
How many contact points?
FOR ONCESIZE DOES NOT MATTER
5 years Thomas Cook Group in 5 minutes
START
Weekly newsletter
Upsell campaigns
My Thomas Cook experience
• Staff:– When I started: 1– When I left: 8 internal / 2 freelance
• 3 full time for e-mail mkt• Process:
– Optimise existing– Add frequency– Add data & channels– Budget EM: stayed the same after 24 months– Budget DM: 500K > 900K
Weekly newsletterWeekly newsletterWeekly newsletterWeekly newsletter
Upsell campaigns Upsell campaigns Upsell campaigns Upsell campaigns
Happy b-day campaign
First 24 months
Happy New Year + survey
Weekly newsletterWeekly newsletterWeekly newsletterWeekly newsletter
Upsell campaigns Upsell campaigns Upsell campaigns Upsell campaigns
Happy b-day campaign
Next 12 months
Happy New Year + survey
Segmented + double touch
Segmented + double touch
Segmented + double touch
Segmented + double touch
Triple touch
DATA QUALITY + WEB BEHAVIOUR
Email personalisation
After 5 years… • Offers are automatically linked • Data shared between online, e-commerce & CRM• After 3 years: reporting integrated with e-commerce • Click behaviour & buying behaviour fully automated
& integrated• Start to look at automating Direct Mail • But… no attribution model. • But… customer service still on different CRM
@hanssmellinckx