#SEND16

A CASE STUDY OF DYNAMIC PERSONALIZATION

Nicola Fontana, Head of Customer Audience and

CRM Strategy

#SEND16is an event organized by

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The inspiring travel company

Ranked among the first five online travel

companies worldwide*

Giving customers whatever they need –

anytime, anywhere

Innovation-driven business model: Scalable

brand architecture

Compelling revenue stream

40Countries

10MTravellers handled per

year

€ 250MRevenue

35MUnique visitors per month

Travel related products and

services

Relevant content and

information

* Source: Euromonitor International and Company’s estimates on OTA space. Ranking based on GTV 2015 figures

Data from FY2015 consolidated financial statements

What HowWho

2

3

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From Italian start-up to Swiss based multi-national group

3

#SEND16is an event organized by

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2 Keywords

4

PROXIMITYRelevance in crucial touchpoints

MOMENTUMValue across the whole Customer Journey

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1 Customer Journey

5

Search Book Experience Post-experience Lifecycle

1. Pop up survey

2. Cart

abandonment

1. Confirmation

email and sms

2. Pre-travel email

series

1. Push notification

• Destination app

• Vertical App

1. Welcome back 1. Bulk: weekly

promotion per

category

2. Triggered:

• Cross sell

• Prevention

• Win back

On tripOn the wayPre-departure

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CRM ecosystem

DMP/DSP

DWH

Segmentation tool

Predictive models

ESP platform

Dashboard

ADV server

Data Feed

Content scraping

6

Website/E-commerce

Social Media

Standalone app

Vertical (scope) app

Customer care

ADV via Custom Audience

Customer Data

Booking data

Customer feedback

Behavioural data

Analytics

DIGITAL IDENTITY

DATA

FRONT ENDBACK END

Increase the customer loyalty

Churn reduction

…………………………………………..

Boost the value per active customer

Value Management

…………………………………………..

Build profitable Customer Audiences

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DMP/DSP

DWH

Segmentation tool

Predictive models

ESP platform

Dashboard

ADV server

Data Feed

Content scraping

7

Website/E-commerce

Social Media

Standalone app

Vertical (scope) app

Customer care

ADV via Custom Audience

Customer Data

Booking data

Customer feedback

Behavioural data

Analytics

DIGITAL IDENTITY

DATA

FRONT ENDBACK END

CRM ecosystem: email

Content scraping

Data feed: xml

Data feed: csv

Data feed: ADV server

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CRM ecosystem: mobile push

DMP/DSP

DWH

Segmentation tool

Predictive models

ESP platform

Dashboard

ADV server

Data Feed

Content scraping

8

Website/E-commerce

Social Media

Standalone app

Vertical (scope) app

Customer care

ADV via Custom Audience

Customer Data

Booking data

Customer feedback

Behavioural data

Analytics

DIGITAL IDENTITY

DATA

FRONT ENDBACK END

lastminute.com

Benvenuto a Londra! Per te

il 30% di sconto per un tour

privato a Stonehenge.

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CRM ecosystem: custom audience

DMP/DSP

DWH

Segmentation tool

Predictive models

ESP platform

Dashboard

ADV server

Data Feed

Content scraping

9

Website/E-commerce

Social Media

Standalone app

Vertical (scope) app

Customer care

ADV via Custom Audience

Customer Data

Booking data

Customer feedback

Behavioural data

Analytics

DIGITAL IDENTITY

DATA

FRONT ENDBACK END

#SEND16is an event organized by

© Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

Performance email

2016 Results

10

Deliverability

Deliverability rate

95%

Dynamic campaigns

vs Statics

+ 20% OR

+ 15% CTR

SEND Insights

is an event

organized by

GrazieNicola Fontana