COMMUNICATION AS A SERVICE

eTrade Summit

September 29, 2015

Stefaan Claes - Int’l CRM & digital marketing director

MY ROLE

• Corporate CRM & digital marketing team:• Center of expertise

• Development and maintenance of websites, digital apps, multi-channel campaign management platform, etc.

• Has the country marketing teams as internal clients

• 50/50 IT experts and digital marketing experts

• Corporate marketing

• IT

“THE BEST MARKETER”

Some points that are important in the way we approach marketing.

• The consumer is in the driving seat.(From product driven to customer driven.)

• Key values: transparency, honesty, authenticity and relevance

• From permission based to preference driven to Communication as a Service

• Data driven marketingMarketing automation

• Real time marketing

Source: Marketing Embraces Its Data-Driven Future, Forrester, April 2014.

FORRESTER ABOUT RELEVANCE

FORRESTER ABOUT PERSONALISATION

Source: Marketing Embraces Its Data-Driven Future, Forrester, April 2014.

Coverage> Reach

Quality> Effectivity

Depth> Mass communication > Segmented and One to one

BE: 1.412.529

addresses w/

optin

BE: avg.

delivery rate

99,56%

BE: 295,460

80%+ profiles

Oneto

one

Segmented

Mass (Default)

Data clustering: RFM, loyalty, …

Product driven: Ladies, Students, Seniors,

…

Preference driven

“AND”, not “OR”

Social media

Social media

Social media

Web&

Mobile

Web&

Mobile

ATMATM

Ticket DeskTicket Desk

MoviesMeta-data,

programming

MoviesMeta-data,

programming

Preferences+ socio-demo,

opt-ins, …

Preferences+ socio-demo,

opt-ins, …

Transactions,

movie history,

wishlist

Transactions,

movie history,

wishlist

CSINPS

CSINPS

MailSegmented,

“Dedicated”, My Kinepolis, ...

MailSegmented,

“Dedicated”, My Kinepolis, ...

(Personalized)

Website(Personalized)

Website

(Personalized)

Mobileapps

(Personalized)

Mobileapps

OtherSmart TV, SMS,

0900, …

OtherSmart TV, SMS,

0900, …

External(Pre-)Birthday,

CSI Result,Bad Movie XP

LC2C,…

External(Pre-)Birthday,

CSI Result,Bad Movie XP

LC2C,…

InternalKey Client

Issues, Seating Comfort, …

InternalKey Client

Issues, Seating Comfort, …

Recommendation EngineRecommendation Engine

ProfilingEngineProfilingEngine

“THE MACHINE”

Are the movies we recommend the movies you want to see?

BE

FR

ES

[data driven features on the website]

HOMEPAGE PERSONALISATION

[data driven features on the website]

MOVIE HISTORY

[data driven features on the website]

WISHLIST

[data driven features on the website]

NOTIFICATIONS AND NOTIFICATION EMAILS

Content

Emotion

Magic

HAVING THE CONTENT RIGHT ISN’T ENOUGH