SITUATIE DATA DRIVEN MARKETING IN PODIUMSECTOR
Competenties & aanpak
Tijd & ’handjes’
Budget
Kennis & tools
Automation
Samenwerking
PILOT: DATA DRIVEN CAMPAGNES
REFERRALS
STRENGTHEN RELATIONSHIP
ONLINE BEHAVIOR AFTER VISIT EXPERIENCE VISIT
RELEVANCY
PURCHASE
PRE VISIT EXPERIENCE
FUNNEL
STRENGTHEN RELATIONSHIP
REFERRALS
Hot Potato Mail more often (right) Highlight One Last Minute
First for good SEA Traffic via referral sites
ONLINE BEHAVIOR
AFTER VISIT EXPERIENCE Aftervisit Visit Aftervisit Buy
RELEVANCY PODIUM BEZOEK
Bundles Top Tip Stay With Me
NETA Model What others looked for AANKOOP
PRE VISIT EXPERIENCE Previsit Buy Previsit Extra Day by Day
FUNNEL Abandoned cart Simply Sell Don't forget
PAGEVIEW REMINDER Remind visitors of your website
RESPONSE
X 4,2
Controlegroep Actiegroep
3%
13%
totaal: 300 emails
MICRO CAMPAIGN TO SUGGEST A BUNDLE Urge people to buy multiple events at once
2,4 X
MORE MULTIEVENT BUYERS
Controlegroep Actiegroep
0,8%
1,8%
Koninklijke Schouwburg, pilotfase april 2016
ALGORITHM BASED RECOMMENDATION Individual recommendation about ‘next event to attent’
RESPONSE
X 1,2
Controlegroep Actiegroep
0,12%
0,15%
Conversie op …
CRUISE CONTROL
CRUISE
 CONTROL Automated campaigning
POWERED BY MICOMPANY
FUNDED BY VSBFONDS
MÉÉR DAN EEN TOOL: SAMEN DATA DRIVEN ACTIVATIE
Nieuwe campagnes komen beschikbaar voor theaters
BRAINSTORMS MIcompany, Peppered, theaters
INNOVATIE
Pilots resulteren in campagnes
• Kans om de cultuursector naar topniveau marketing te brengen • Het “Bol.com-niveau” zonder de benodigde resources • Uniek in de wereld