Personalising for incredible customer experiences

Merkle Delivers Connected Adobe Solutions

How do we activate it?

ActivationEmail Web DMP Call Social Mobile Store SMS Personalization

Orchestration

What do we do about it?

Orchestration

Audience Insights

What is it telling us?

Insights

Identity Management

Where is the data?Data

Management

Constant classification

Cross channel optimization

Next best action

Workflow managementMarketing

automationCampaign

management

Marketing

database

Digital data

storage

PII data storage

Data quality &

enhancement

DMP integratio

nOnboardin

g

VisualizationAttribution

SegmentationModeling

Profiles

STRATEGY AND BRAN

D

TECHNO

LOGY

DATA

How do we activate it?

ActivationEmail Web Call Social Display

What do we do about it?

Orchestration

What is it telling us?

Insights

Where is the data?Data

Management

Constant classification

Cross channel optimization

Next best action

Workflow managementMarketing

automationCampaign

management

Marketing database

Digital data

storage

PII data storage

Data quality & enhancement

DMP integration

Onboarding

Visualization

Attribution

Segmentation

Modeling

Profiles

TECHNO

LOGY

DATA

Adobe Media Optimizer

Adobe Primetime

Adobe Social

Adobe Campaign

Adobe Experience Manager

Adobe Target

Adobe Analytics

Adobe Audience Manager

Saul LopesHead of CRM & Loyalty

Virgin Holidays UK

What does Virgin Holidays Sell?—

Company set up by Richard Branson in 1985 a year after Virgin Atlantic

1

We sell holidays globally for UK consumers2

Main markets are Florida and Caribbean3

Virgin Holidays - Culture—

1 A high value considered purchase with long customer journeys

2 Trading business with weekly trading needs

3 Fast-paced: speed is everything

4 All employees are encouraged to take ownership of their work and step up

5 In House CRM team with all execution done in house

Where we came from

The Past—

Customer communicationswere only trading-focused, constant trading of weekly deals

Complex email setupthree different tools in order to send an email

Lots of preconceived ideasabout information in the database & inefficiencies in the SCV

No cultureof creative or subject line testing

Marketing/CRM teamwith no analysts and data background

Communicationswith very limited personalisation

Multiple departmentscontacting customers

Get the basics sorted

The need for change

• Our old set up was extremely inefficient

• Many hours were wasted with data files going from place to place between the 3 systems

• It wasn’t future-proofed for the needs of the business

• Customer data was spread all over the place, with incredible complexity

• Lots of different departments communication with customers

• Lots of data silos across the business

—

The need for change

Segmentation(Unica)

CreativeExecution

(M&C Saatchi)

Sendingthe email

(eBay)

“We wanted to centralize all communications fromall departments and channels through a single

scalable solution”

Our journey towards a unified customer experience

• A single tool that handles all campaign execution across various channels

• Ability to redesign the customer database so that a marketer can use it

• Creates a campaign from beginning to end in a single workflow

—

The need for

change

Segmentation(Unica)

CreativeExecution

(M&C Saatchi)

Sendingthe email

(eBay)

The need for

change

Segmentation(Unica)

CreativeExecution

(M&C Saatchi)

Sendingthe email

(eBay)

Phase I

Phase II

The Migration was a Success

44 data tables with 2,000 variables reorganised into 7 data tables with 200 variables – simplicity was key

—

1

Project delivered on time and in budget – just six weeks to send our first email in Adobe 2Normal marketing users could now take ownership and build their own campaigns. Email creation time reduced from a whole day, to hours3CRM team is now the central voice for customer experience; all departments contact us in order to improve the service for our customers4Key success factor – we got Adobe live in six weeks5

—

Now we have the basics, we have no excuses with poor technology –

only limited by our ideas.

Our most successful email of the campaign of year?—

1. Contextually relevant

2. Larger images, minimal text

3. No sales message!!!

The results – We delivered our best peak sales ever!—

37% Increase of

Margin

38% Increase in calls33%

Increase in web traffic

66%Increased Awareness

The major transformation

Our new focus on the customer—The CRM team now has two main team objectives:

1Drive revenue from customer

communications

2Increase NPS by

improving the experience

Created four core strategies across the customer journey—

2Discovery Pre Departure Return Home Tailor Triggers

Increase Anticipation

Engagement: sales (upsell) or brand engagement

Decrease Anxiety

Service: essential information you need for your holiday - sent to all customers, regardless of marketing opt-in preferences

The new Pre Departure strategy is built on just two

clear principles

Redesigned the whole customer journey post purchase

—

2

5. Up-sell Email

RECEIPT

BOOKING CONFIRMATIONS

CONGRATULATIONS

BOOKING CSQPAYMENT REMINDERS

TRAVEL DOCS

PRE-BOOK SEATS

UPSELL

PRICE FLUCTUATION

BOOKING CHANGE

BOOKINGAMEND / PROCESSING

BOOKINGCANCELLATION

PART PAYMENT

FULLPAYMENT

PRINT DOCS

TICKET DELAY

CONCIERGE

ONLINE CHECK-IN

ARRIVAL

35 disjointed communications

Redesigning our whole journey including service communications —

What does change look like?

Vital Prep – Important Customer Information—

Page 5 of the invoice!

Personalising to improve the experience – Flight Changes —

Hello Saul,

Your flight time has changed by 55 minutes

ABCDEF

Finance Letters Example—

What was the scale of personalisation?

Booking Celebration – True 1 to 1 customer communication—

100%Of our customer

holidays

Results

Business Results—Engagement

rates 10 times higher

than our marketing

emails

Our Pre Departure

scores have increased by

5%

Upsell per booking

increasing by 11%

Customer self-serve increasing by 7% by

shifting more traffic to

MMB

£3.3M in incremental

revenue across all

destinations

Project ROI of £16.2:1

Employee Engagement scores of 90%

But we didn’t stop there

Created four core strategies across the customer journey—

2Discovery Pre Departure Return Home Tailor Triggers

Out Strategy – Return Home—Returning home can be emotionally turbulent with many getting the holiday blues.

Keep the excitement alive.Flatter me, and celebrate my achievement.

1 2

Our Omni Channel Approach to Return Home Communications

DAY 0 DAY 1 & 3 DAY 7 DAY 21 DAY 35

WELCOME HOME CALL FROM AGENT

CELEBRATE THE PLANNER

CS QUESTIONNAIRE (NPS)

RELIVE YOUR HOLIDAY – FOOD

DAY 28

SHAKE IT SMS PROMO CODE

DAY 42

COUNT UP EMAIL & FOLLOW UP

WELCOME HOME POSTCARD

DAY 14

DESTINATION DECIDER

DAY 60

RELIVE YOUR HOLIDAY – MUSIC

RELIVE YOUR HOLIDAY –LANGUAGE

—

Final Thoughts

Our people – Having a team that is ready for digital transformation —

Our Top Partners – Our Main Reason for Success—

Adobe Campaign

Thank you

PERSONALISATION AT SCALE16th August 2018

…but are evolving out of a global

juggernaut

We are two years old…

We must consider & balanceMultiple Factors

Profitable customer base growth

Personalisation

Portfolio not product-led strategy

Competitive threats

Real time data requirements

Life cycle management

We need to Crawl and run at the same time

Organising the underlying data foundation

Immediate commercial impact

Our biggest challengeCompetitive customer recruitment

CPC up to $35

Managing personalisation strategyacross multi-brand partnerships

Responsible data policy e.g.

GDPR / Opt-ins

Consumer expectations

Channel nuances

Contractual data-sharing

terms

Personal loans are our core focushowever transactional data insight can be limited

Transactional account

Credit card

Personal loan

Executive Summary

8

Orchestrating data tocommercial advantage.

Strategic approach

1Lowinteraction cadence 2 Customer

brand recognition barrier

3 Highly competitiveacquisition challenge

“PERSONALISATION AT SCALE”

4 1:1 channel overload

Activating the data the business does have to enable a more effective marketing plan

1st party + 2nd and 3rd party data sources

Codification and orchestration of intent signals

Communications and content execution

Establishing an ID Sync methodology

SSOID

Loan valueProduct holdingDemographic rangeCredit score

Website interaction data

CRM data

Device / ID sync

1:1 analytics

Behavioural codification

Segment intent

Media targetting

Creative personalisation

Enabling thepaid media ecosystem

ActivatingOur data strategy.

The core strategies applied

Personalised re-targeting creative

Look-a-liked high value customers

Excluded converted customers

Retention based on

finance terms

The right message, to the right user

The test and learn approach

Publisher 1st party data segments

Look-a-likes of 1st

party data segments

1st party data segments overlaid with 2nd and 3rd

party data

Look-a-likes of high value customers

Retention of existing high value customers

Nine

Yahoo!7

Fairfax

Google

Fairfax

Domain

76% lower cost per completed application

54% lower cost per started application

Building afuture roadmap.

Progressiveuse case enablement

Set-up Basic media use cases Advanced media use cases Cross-channel integration Decisioning model integration

Onboard website data

Onboard CRM data

Product level segment look-a-

liking

Exclusion of existing customers

Look-a-liking high value

Cross-sell messaging

Negatively targetting

undesirable traits

Life stage based

creative

Targetted partner offers

CC Transaction driven offers

Website personalisation

Call centreintegration

Push 1:1 marketing integration

(eDM, DM, SMS)

Next best action model

integration

Attrition model integration

Automated ROI based media

buying

You are

here

Keylearnings and observations

1Start withsimple / high impact use cases

2 Win trustfrom compliance 3 Get specialist

support 4 Experiment and be comfortable with failure

PERSONALISATION AT SCALE16th August 2018