Engage EMEA 2010 - Visit London and Barclaycard

Putting Visitor Level Insight into ActionChris Moon, Visit London

Background•Visit London is the official visitor organisation for the capital. We promote London as the world's most exciting city by marketing to domestic and overseas leisure and business visitors, as well as to Londoners.

•MSN – UK Search Executive. Responsible for KPIs and insight to Bing.com

•Visit London (since 2007) – Digital Business Analyst. Responsible for web analytics, reporting, KPIs, digital marketing, SEM, SEO and insight for all aspects of the digital business.

The Next Big Step

•Evolution of Visit London and the digital world

•Forget Farmville and Apps, iPads, Foursquare and hashtags the next big thing is……..DATA.

•54% struggle to achieve a single customer view*

*A dgb report on multichannel marketing. Research conducted by Dynamic Markets. Sep 2010

I Know My Users

•But do you?

•A single customer view will allow you to segment the masses into groups of valuable users

•I don’t need to segment my users.

•Are you sure? Does your website market one product, to one type of person in one marketing channel only?

Got To Keep On Talking

Inspiration

Active Browser

Post Purchase

Post Trip

Abandoned Basket on website

Click Behavioural data on email

Cross sell opportunities

Ratings & review and surveys about VL

Booking, Newsletters with dynamic content and solus

Welcome

Series of welcome emails

Pre Trip

Useful information and cross sell opportunities

Birthday emails

Anniversary emails

Conclusion

Barclaycard UK –Integrating Visitor DataVinesh Chauhan

Vision

• Enable world class multi channel customer experiences

• Lives Made Much Easier

• Integrated analytics at a customer level.

• Utilise vast breadth of data e.g. Transactional, Digital and Demographic, Call Centres

• Leverage 1,000+ analysts across the group trained in SAS analytics, who rarely analyse digital data

Content is DEADBUT

Context is KING

Web Data Universe

Name & Address

Buying Information

Browsing Information

Anonymous Visitors

CustomersVDM

Live ChatOnline

Surveys

What are we doing with VDM?

CustomerDatabase

Product Holdings

Offline Behaviour

Value

Name & AddressCommon

Identifiers

What are we doing with VDM

• Short Tail• Long Tail • Insight + Actions• Fed to targeting/Marketing engine to determine relevant experience• Fraud monitoring• Web Data vs. CSAT Attractors/Detractors

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