Thomas Cook Belgium's 20 Years of Social Marketing Experience
•Transferir como PPSX, PDF•
1 gostou•643 visualizações
Big data presentation at STIMA - Hans Smellinckx
Recomendados
Recomendados
Mais conteúdo relacionado
Semelhante a Thomas Cook Belgium's 20 Years of Social Marketing Experience
Semelhante a Thomas Cook Belgium's 20 Years of Social Marketing Experience (20)
Mais de Hans Smellinckx
Mais de Hans Smellinckx (20)
Último
Último (20)
Thomas Cook Belgium's 20 Years of Social Marketing Experience
- 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
- 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
Notas do Editor
- Pan-”European” travel companyGermany, UK, The Netherlands, Belgium, France, Luxembourg, Austria, Hungary, Poland, Slovakia, Slovenia, Egypt, Russia, Canada & India3200 travel agents33 tour operators (Eg. Neckermann, Pegase)33.000 employees95 airplanes
- Engine: 350 partsComplete car: 10.000 parts
- Source: oracle