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Campaign India – Digital Crest Awards 2019

Explore how Smartech's data analytics solutions helped Thomas Cook achieve higher lead conversion, improved customer engagement, and increased revenue while lowering acquisition costs. Discover the power of actionable analytics, targeted web engagement, and cross-channel journeys in enhancing customer interactions and driving business growth.

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Campaign India – Digital Crest Awards 2019

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  1. Campaign India – Digital Crest Awards 2019 Category: Use of Data Client: Thomascook.in

  2. OBJECTIVES cv Thomas Cook isIndia’s leading Travel& Travel related Financial Services Company. 5 key businessobjectives: • Enhance lead conversion rate • Engage with existing customers • Retarget anonymous leads • Cross-sell and upsell to customers • Reduce the overall cost of acquisition

  3. WHAT WERE THE CHALLENGES? With a huge user database, the major challenges the brand faced were Leads follow up cost too high due to dependence on call-centre personnel Low customer engagement Low CLV because of insufficient efforts in cross-selling and upselling Anonymous visitors were not being leveraged, they were not being targeted

  4. HOW DID SMARTECH • WebEngagement HELP? • AppEngagement • ActionableAnalytics • Journeys

  5. Actionable Analytics Derived from Customer Data RFM Analysis to segment contacts based on their behaviour.

  6. Advanced Segmentation for Relevant Targeting For absolutely specific and personalised targeting, contacts were finely sliced through advanced segmentation, based on their past behaviour, attributes, etc. Example: All those contacts who browsed/clicked/ any link related to destination Bali in the last 30 days

  7. Actionable Analytics Derived from Customer Data Understanding app behaviour through Cohorts. The above table indicates that out of 100% Users who have installed App and launched it on Day 1, 42.65% (Majority) on an average fill a lead on the same day!

  8. Actionable Analytics Derived from Customer Data Funnels to analyse the impact and reaction of users to the content being sent.

  9. Cross-Channel Journeys Users who have dropped a lead for DUBAI holidays Clicked but did not transact Browser Push Notifications – to be sent from the panel Did not click Wait for 5 hours to check if User clicks the BPN

  10. Cross-Channel Journeys Opens & clicks Links Clicked Send triggered Email 1 Wait for 2 days Does not open Opens & clicks Links Did not click Send triggered Email 2 Wait for 2 days Does not open

  11. Cross-Channel Journeys Creatives SMS Email Browser Push Notification Thomas Cook: Here is your Exclusive Thailand Holiday Offer. Book @ FLAT Rs.4500* off. Code: INT4U. Offer just for you! Hurry. Book @ http://bit.ly/2Bj36Ws T&C

  12. Web Engagement - BPN to Re-target Anonymous Leads 1 day later Thomascook.in Anonymous User browsing Thailand Packages Receives a BPN about Thailand Holiday Packages • Average Delivery Rate: 65% & Average Click Rate: 4%

  13. Web Engagement – Web Message for Cross-Selling Relevant Web messages displayed to the users based on URL browsed thomascook.in • Average Click Rate: 4%

  14. Customer Engagement Initiatives • Anniversary Mail • Anniversary with Thomas Cook email sent • Triggered on the day the user had done first transaction with Thomas Cook • We Miss You Campaign • Inactive users targeted • The non clickers and non openers of emails were sent “We miss you” email • Open rate: 6.5%

  15. Customer Engagement Initiatives 4. Seasonal Offers 3. Browser Push as per Customer Purchase history • Discounts and special deals as per occasions • Holiday season discounts • Discounts and special deals as per occasions • Timed content to engage existing users

  16. Non Contactable Automation Campaign Landing page created to capture updated details User Clicks

  17. Sample workflows Destination based blog engagement email sent 10 days before travel date” “International holiday booked customers cross sold forex 7 days before travel date” *(SL- subject line)

  18. RESULTS • BeforeSmartech • AfterSmartech • Emails • BPN • Cross-Channel • Journeys • Web Message • Due to bandwidth crunch, call centre would miss calling leads generated in time. • Anonymous visitors effectively retargeted. • Highly engaged customers • Digital channels were not used at all.

  19. RESULTS Cost of Acquisition via Smartechreduced by 50% Instantly improvedCustomer Engagementthrough relevantcommunication Lead Generation via Smartechincreased by 2x Revenue via Smartech increased by 2.5x

  20. Thank You

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