Request from Bilderberg
“Bilderberg Hotels requires a partner who could roll out a pro-active omni channel service, through data driven marketing. The outcome of this is to provide a 360 degree customer view to enable Bilderberg to increase conversion and do this more effectively.”
To realise this Yourzine partnered with PRDCT to deliver a Customer Data Platform for Bilderberg. This platform collects diverse data sources in the domain of web traffic (Google Analytics), transactional data, email campaign data and customer interaction data (Clang). The platform allows to build up a 360 degree customer view by aggregating all data from these sources and presenting this in a way which is actionable and meaningful at different organisation levels. This allows Bilderberg to take more informed decisions at greater speed improving their business effectiveness.
After the development of the platform Yourzine supported Bilderberg to develop and implement three use cases. The first use case is to deliver a lead generation tool for sales teams driven by data from web traffic behaviours and predictive algorithms to make lead management more effective. This resulted in a 30% higher conversion for calls and a higher customer satisfaction.
The second use case is to process transactional data and behavioural data through a segmented Direct Marketing campaign. By enabling segmentation within the platform Bilderberg in-sourced this capability which they used to use external providers for. This resulted in a cost saving for Bilderberg.
Thirdly highly personalised automated campaigns are delivered via email. These campaigns use the customer segmentation on basis of all elements of data being collected and combined again including web behaviours. The result is a much stronger customer driven approach as preferences and the customer behaviours are leading. Also it enforces a strong customer centric approach to communication resulting in higher conversions and efficiencies for Bilderberg as they save on commission fees at travel agents.
19 June 2017