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  • admin 9:52 am on December 26, 2017 Permalink
    Tags: , Holiday, ,   

    A holiday message from Teradata 

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  • admin 9:51 am on October 19, 2016 Permalink
    Tags: , Holiday, , Sleigh, Smoothly, Steer,   

    Holiday Marketing Tips: How to Smoothly Steer the Digital Marketing Sleigh 

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  • admin 9:53 am on July 21, 2015 Permalink
    Tags: , , , Enjoyable, Holiday, , , ,   

    Broadway Travel: Taking Customers on a Journey with Digital Marketing for an Enjoyable Holiday 

    The travel business has changed dramatically since 1948 when the UK’s Broadway Travel started in Luton, England.  Now, based in Luton and Newcastle, Broadway Travel’s mission is for its customers to have an enjoyable holiday and an enjoyable experience booking that holiday so they’ll come back and book again. With the highly competitive world of online travel, Broadway Travel knew they had to improve their user experience, grow their customer base, and develop a highly agile and scalable solution to communicate quickly and effectively.

    Jason Waldron Marketing Director

    Jason Waldron
    Marketing Director

    “We spend annually three million pounds a year on marketing. A lot of those campaigns are highly tactical.  We work with a number of different hoteliers, a number of different resort offices, and really it’s about bringing that product to the consumer in a quick, timely fashion that they like and will engage.” – Jason Waldron, Marketing Director, Broadway Travel

    In just 5 years, Broadway Travel has grown their database from 50-thousand to 1 million subscribers. (Broadway Travel has a secret weapon for the growth in their database that we’ll describe later – so cool!) They don’t just send mass emails and hope they stick.  Broadway Travel sends individualized communications to a highly segmented audience, understanding their preferences AND their web behavior so the communications and offers are relevant to the customer. Segments include City Breaks, Long Haul, Cruise, Caribbean etc. and the creative and channel that the customer is offered next depends on their actions (whether they’re already booked on a trip or are responding to a real time image on their website or responding to an email.)

    “We have a two-pronged attack, so we’d look at the preference center and would tag that information based on their preferences.  But, the way that we actually communicate, we can see that they click through on something that’s slightly different to what their preference is.  If that happens multiple times, then we create some logic behind that to say, ‘Okay.  This person’s clicked on this four or five times. It’s clearly something that they’re interested in. How do we get them over the finish line?’” – Jason Waldron, Marketing Director, Broadway Travel

    Screen Shot 2015-07-09 at 3.57.13 PMAll this happens with Teradata Integrated Marketing Cloud with Digital Marketing Center (DMC).  When someone subscribes to Broadway Travel, they are sent a “Welcome Kit” which includes a short questionnaire about the customers’ preferences. Above all, Jason told us “consistency is king.” Broadway Travel must stay consistent to their brand in all their multi-channel communications to the consumer so they understand what the brand is all about. “That’s been a huge learning curve before we came to Teradata.  We would sometimes go off on silos, different pronged attacks, different messages.  And what we’re able to do is bring that all together in a uniform fashion.”

    The Database Secret Weapon

    Earlier you read that Broadway Travel increased their database from 50-thousand to 1 million subscribers in just five years.  Teradata Interactive is a service for lead acquisition that captures customer data at the beginning of the customer journey and nurtures those leads with relevant and consistent messaging, accurate audience targeting and a clear understanding of buying behaviors.Screen Shot 2015-07-09 at 3.57.32 PM

    “So by the time those leads actually come into our system or our possession, they’re already very well attuned to what Broadway is, how Broadway’s set up and what their expectations were.  So what that actually ended up with was much less on subscribes from the data, but much more engagement, because they were so far down the funnel already that it was quite easy for us.  We have carried on working with them and growing the database.” – Jason Waldron, Marketing Director, Broadway Travel

    The result are IN!  And they’re pretty incredible.

    • Leads expanded by 250%
    • Average open rates increased from 16% to 21% with some segments over 40%
    • Monthly call volumes tripled!  1600 twelve months ago to 4,000 direct from email

    Perhaps one of the biggest competitive advantages Broadway Travel has, is its ability to quickly deploy deals to hundreds of thousands of potential customers in just a 1/2 hour.

    “We can get straight to market very, very quickly.  The consumers are not stupid.  They’ve picked up on that very, very quickly.  So when we’re running campaigns, like a Flash campaign, we’d run those offers, those deals, and they’re pretty much signed within 45 minutes.  They’re out the door.  And we’re seeing uptake of two to three hundred sales in a very, very short period of time.” Jason Waldron, Marketing Director, Broadway Travel

    Congratulations to Broadway Travel for all their success giving customers an enjoyable experience booking their holiday.

    The post Broadway Travel: Taking Customers on a Journey with Digital Marketing for an Enjoyable Holiday appeared first on Insights and Outcomes.

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  • admin 9:53 am on December 19, 2014 Permalink
    Tags: Holiday, , , , Wish   

    My Wish List For This Holiday Season 

    giftDon’t bother with the gift boxes and bows. This year, my wish list is topped mainly with things that can’t be wrapped.

    As Director of Corporate Communications for Teradata Marketing Applications, I’ve been a part of tremendous change throughout the marketing industry over the past 12 months. That evolution is being driven by this simple fact: More and more businesses are recognizing the value of data-driven marketing, an approach that’s been proven to revolutionize the customer experience and ultimately, drive revenue. I believe that the companies and brands that adopt data-driven approaches will emerge as leaders in 2015 – and it’s clear that more and more marketers are planning to do just that. But even so, as we turn the page to the New Year, I can’t help but wish for:

    • Less talk, more action on true individualization. As I just mentioned, many marketers say they’re eager to adopt digital marketing and data-driven approaches. But if your inbox is anything like mine, you’re well aware that far too many still rely on the traditional marketing methods epitomized by mass-market emails. Back in September, Teradata’s research confirmed what I’ve seen for quite some time: that the customer relationship is the single path to sustainable growth and reliable retention. That means marketers need to get serious about making a commitment to true individualization.

    As Lisa Arthur pointed out earlier, “true individualization” is not synonymous with “personalization,” a term marketers (and communication pros!) have been using for years. True individualization refers to understanding your customers as individuals – each with his/her own preferences and behaviors –and then providing meaningful experiences based on that knowledge. It’s more than just changing the salutation at the top of an email (where one reads “Dear Mary,” another reads “Dear John,” etc.). When you become truly focused on the individual, you have insights into Mary’s purchase behaviors and know to remind her about an upcoming sale that features her favorite designer. You also know that John lives in Maine and that he may need another shovel to dig out from the latest Nor’easter. In 2015, marketers need to start delivering the one-to-one, real time marketing that we know is critical to customer engagement and loyalty.

    • More creativity. A recent study found that creativity helps companies foster innovation, develop talent and brand recognition, boost revenue and improve market share. In other words, creativity is a key success driver. So, why is it typically in such short supply? Have marketers become lulled by the same-ol’, same-ol’? Or is creativity simply too difficult to define, quantify and/or harness (particularly in a business setting)?

    Contrary to what some may think, becoming data-driven will not quash creativity. In fact, just the opposite is true. As I see it, data is a reflection of people. So, it naturally follows that as you use data to glean more insights, you’ll be able to understand your customers better. Then, once you understand your customers better, you can actually become more creative – in ways that are meaningful, relevant… and effective.

    Of course, when you start paying attention to data insights, you also can do a better job of assessing what works and what doesn’t. That can help eliminate some of the “fear of failure.” Have an out-of-the-box idea? Go ahead! Test it. Prove it works, or keep tweaking until it does. Consumers – whether they’re B2B or B2C – have shown again and again that they’ll reward creativity. And just how can you drive more creativity? Read my favorite book published in 2014 and see if the theories presented by Joshua Wolf Shenk in Powers of Two catalyze innovation in your workgroups.

    • A ride on the cloud. Or should that be “in” the cloud? Or “within?” Or?? Here’s what I’m driving at: References to modern cloud computing have been around for at least a decade, and as marketing ecosystems expand, they’re destined to become more and more prevalent in 2015. Can we please settle on a way to describe the cloud? In the cloud seems to be generally accepted. But on the cloud is popular, too. In, on, within, at… Can we all rise above it and pick one? When we do, you know where I’ll be. You guessed it: on the proverbial cloud nine.

    So, there’s my short wish list of gifts that (with the exception of Shenk’s awesome book) can’t be wrapped. If you were reading this hoping to find ideas for me that were a bit more tangible, well… Those of you who remember my post from last year know that I’m keen on gadgets. It probably won’t surprise you to learn that right now, I have my eye on wearables. From FitBit and GoogleGlass to all that’s happening with Will.i.am, I’m intrigued to see how the marketplace for wearables evolves – and impacts marketing – in 2015. Maybe by this time next year you’ll need a gift box and bow after all?

    Teradata Blogs Feed

  • admin 9:51 am on November 13, 2014 Permalink
    Tags: , , , , free, Holiday, , , , , Shipping,   

    What I’ve been reading: 2015 Marketing Trends, B2B Content Marketing Report, Cloud and Free Holiday Shipping 

    free shippingI’ve shared a few articles and news I find interesting in the past, and with the 2014 closing, and holidays around the corner, marketing chatter is in full force. Here are few stories that made me think about our state of marketing in the coming year.

    11 Marketing Trends To Watch For In 2015

    One trend in particular stuck out at me: CMOs will become Chief Simplifier Officers.I’ve seen similar trends a number of times lately, and while I understand the intent, I’m hesitant to agree wholeheartedly. Of course messaging and value propositions should be integrated across regions and departments, but there still exists the need to hone in on the specific needs of markets, geographic regions and business functions. Taking too streamlined of an approach seems like a step backward to me. Your thoughts?

    14 Key Takeaways From The B2B Content Marketing Report

    The annual B2B Content Marketing Report offers no shortage of findings to be dissected, but I wanted to call out one I found particularly interesting and important: the issues of customer loyalty and retention. Leads are important, but they aren’t enough – if companies want long-lasting success, marketing strategies can’t continue to neglect existing customers. The full report can be found here.

    Gartner’s top 10 technology trends for 2015: All about the cloud

    It’s not always an obvious connection – the cloud and marketing, but it should be. The cloud is becoming a part of nearly every IT system and transaction, and perhaps more than is realized, marketers are already indebted to their nebulous friend. Get it? Smarter, more agile marketing functions that continually inform customer behavior are shaping the industry for good. If you haven’t already started integrating the cloud into everyday marketing functions – act now!

    Content in crisis: Content marketing vs. sales enablement

    You can’t talk about marketing today without discussing content. Different schools of thought offer varying advice and opinions on whether content marketing is the right approach, and VentureBeat’s B2B Mobile Marketing Report explores whether mobile strategies really work for B2B. In my opinion, while increased competition is making it harder to manage, content marketing is essential to the overall strategy. The key to making it successful is automating as much as possible, and implementing a flexible system to manage your efforts and repurpose content. Find the report here.

    Free shipping, membership perks and smart shopping snags holiday deals

    Holidays are upon us and the age-old debate over in-store or online is back. The big trend this year seems to be around free shipping. My question is over how this marketing strategy affects brands in the long term, and whether these programs are doing more harm or good for their market perception.

    Teradata Blogs Feed

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