ecs2015 actito & sncb the agile relationship marketing suite
TRANSCRIPT
The agile relationship marketing suite
SNCB case From email marketing to E-commerce
Marketing Productivity and ROI practices
Agenda
Learnings out of real campaigns
ROI how does it work?
1
2
3
Marketing Orchestration
Who is ACTITO?
• Relationship Marketing Suite
• Tool including expert services
• Progressive mktg Automation
• Proudly made in Belgium
Who is SNCB Europe?
A few figures
A booking
tool that is
efficient and
easy to use
E-shop - App
250.000
sales
per
month
The best
fares
Customer
service
7 days
a week
Over 1000
destinations
with multiple
carriers
CHALLENGE : How to leverage email
marketing to boost E Commerce
in a large organization ?
The Art
of Orchestration
Team and skills
THE SKILLSMEET THE TEAM
Copy
Analyst
Designer
Integrator
Proof reader
Coordinator
Campaigner
…
You are a part of the success
Let’s have a look
at a full campaign
Workflow to empower collaboration
PRODUCTIVITYRIGHT MANAGEMENTBRAND BOOK
Belgium is complex
Segmentation is KEY
THE RIGHT MESSAGE
TO THE RIGHT PERSON
Productivity
WYSIWYG
MULTILINGUAL
RESPONSIVE
CORPORATE
GUIDELINES
Test or Die
Ladies are the
best
Get it out
TIME TO CAMPAIGN IS KEY
Make Enterprise Software People Actually Love
WE DID IT !
Agenda
Learnings out of real campaigns
ROI how does it work?
1
2
3
Marketing Orchestration
Focus on Thalys & Eurostar
In depth analyzes of a campaign
40%
27%
1%
2%
1%
7%
2%
2%
1%
Where the sales come from
56%
Multibuy
12%
It’s more than a single day sales
Daily Sales
Do we need promo to sell?
No we don’t
1 year of learning's
12%
Web
46%
TRAFFIC
1 year of learning's
138%
1 year of learning's
Basket Value For Mobile
is 25% higher
Agenda
Learnings out of real campaigns
ROI how does it work?
1
2
3
Marketing Orchestration
How do we measure?
What is a Goal
How do we drop the cookie
https://www.b-
europe.com/Voyager/Pratique/Mentions%20l%C3%A9gale
s/Vie%20priv%C3%A9e
The Funnel
Email Website
Visit
Cookie
drop
Product
selection
Order
Confirmation
Goal
Reached
What do we with the info?
Dashboard
Customer enrichment
Segmenta-tion
What you should remember
Ecommerce
lives with
Mobile is
upselling
Smart data
Leads to ROI
Rightsourcing
1+1=3
THANK YOU
Bart Albrecht
E-marketing Manager -
NMBS Europe
Phone: +32 2 528 27 23
Jonathan Wuurman
ACTITO Evangeslit
Phone: +32 477 47 43 27
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