Download - Ecommerce Summit: Client Case SNCB
The agile relationship marketing suite
SNCB case From email marketing to E-commerceMarketing 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 useE-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
CopyAnalystDesignerIntegratorProof readerCoordinatorCampaigner…
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
WYSIWYGMULTILINGUALRESPONSIVECORPORATE 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
Friday
Saturday
Sunday
Monday
Tuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Monday
Tuesday
Wednesday
ThursdayFriday
Daily Sales
Do we need promo to sell?
No we don’t
1 year of learning's
12%Web
46%Email
TRAFFIC
1 year of learning's
138%
1 year of learning's
Basket Value For Mobileis 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%A9gales/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 enrichme
nt
Segmenta-tion
What you should remember
Ecommercelives with Email
Mobile isupselling
Smart dataLeads to ROI
Rightsourcing1+1=3
THANK YOU
Bart AlbrechtE-marketing Manager - NMBS EuropePhone: +32 2 528 27 [email protected]
Jonathan WuurmanACTITO EvangeslitPhone: +32 477 47 43 [email protected]
Icons made by Daniel Bruce from www.flaticon.com is licensed by CC BY 3.0
