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The digital age has obliterated the scripted, one-
way ﬂow of information that existed during the
era of just a few channels. Companies used to
communicate in highly controlled, carefully
crafted messages. Now corporations and
consumers, including Facebook’s one billion
active users, are engaged in unplanned,
- Power Shift: The rise of the consumer focused enterprise in the digital age. Carpenter, Gregory.
Let’s start off with a nice quote…
What is Marketing Automation?
Basically, it’s giving the customer what they want,
when they want it.
Map out the Customer Journey
Walk in their shoes and map out their journey.
Visually, so that everyone understands.
Think on what your customers do before, during, and after, your core business.
Empathy exercises help a lot!
Where should I stay in Malmö?
Does anyone know a good hotel?
Is there a hotel near the station?
How do I ﬁnd the hotel?
I’m running late. How do I get in?
Where can I eat at this hour?
In what room am I staying?
At what time does breakfast end?
Can I upgrade my room?
What’s the code for the WiFi?
I don’t want to be disturbed!
What kind of food can I order to the room?
What’s good to eat in this city?
I need to ﬁnd a gift shop close to the hotel
What’s the best way of getting around?
I need to extend the check out by an hour.
I want to ﬁle a complaint.
I forgot my phone charger!
Map out the current journey, based on time and touch points,
and then identify the opportunities
Analyse your customer data
Measure everything, then create segments out of that
data. Then build services or products for those segments.
Analyse it and create behavioural segments. Find the room for improvements.
A Travel Company
tought their customers
were families. It really
was senior citizens.
• Stays about one time a year
• Bring in 24% of the revenue
• Stays on weekends
• Make reservations for two people or more
• Most often go for package oﬀers
• Make reservations in bought channels
• hotels.com, tripadvisor.com
Push owned channels
• Stays for about ﬁve nights per year
• Bring in 26% of the revenue
• Stays almost only on week days
• 40% is women and 60% is men. Most are in the age span 30 - 40
• Buys parking but doesn’t use roomservice
• Make reservations in both bought and owned channels
Age 30 - 40
• Stays for about 27 nights per year
• Bring in half the revenue
• Are at the hotel only on week days
• 75% are men aged between 40 - 55
• Buys parking and uses room service
• Make reservations in owned channels
Focus on the Customer Lifetime Value
Measure everything, then create segments out of
Listening activity on service
Educating the new user on how to use the service.
Get user more active through relevant content
Based on other similar proﬁles and their behaviours.
Personalised messages bed on segmentations
So to better spot user behaviour that is about to leave.
Get the Right Tools
You can do this manually but it will take years. And
there is a great deal of powerful tools out there.
Google Salesforce Journey Builder for a video demo.
With constant running contextual content.
If we add all the data we have we can better understand the customer and her needs.
Time of Day
Personal & Social
Friends / Contacts
Buy a muﬃn before noon
and get it for half prize!
Welcome Nils! Use the
code 1234 to get in, and
if you’re going out again
make sure to bring the
umbrella that’s been
placed in your room.
A healthy mix of scheduled and triggered communication.
JAN FEB MAR APR MAJ JUN JUL AUG SEP OCT NOV DEC
Loyalty Card campaign
Extra points on
New customer greeting
Based on the customer data for the travel company.
PlannersLast Minute Loyal
Buy package deals with ﬂight
and hotel in one.
Books from bought media,
and close before departure.
Most often 2 people. 20-30
First time visit. Want to
explore the area.
Buy the trip almost a year in
Are 3-4 people. Most often
with young kids.
Read up on everything and
come very prepared.
Writes detailed reviews and
Goes to the same place
Often a larger group, going
Books through phone,
knows the personnel.
Know the area. Stays mostly
at the resort.
Planned communication based on real time actions.
Time of Day
Personal & Social
Friends / Contacts