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+14.9% Conversion rate
via Display
Case study Case study Case study
Introducing NS
The challenge: one-to-one customer service, to millions
NS is a national hub for public transport, with nearly 35,000 employees and an annual turnover of €5 billion. Enabling passengers to travel reliably from door-to-door means NS wants to be with them every step of their respective customer journeys, purveying value - via trains and buses and world class stations, through to crucially connecting across various partners and digital checkpoints. Where does marketing end, and customer service begin? For NS, the two come hand-in-hand: it’s about creating journeys which matteron a one-to-one basis.
With ~4 million passengers visiting the NS website monthly, this transport business needed a way to centralise and cater to each customer. This meant orchestrating relevant offers, service updates and content per person across online channels, devices, paid marketing outlets and offline systems - such as real life touch-points, and in-house databases. This sequence of messages and product stepping stones would need to be delivered in real-time, based on every customer’s travel preferences and booking history.
How NS (Dutch National Rail) increased ConversionRate by structuring for customer-centricityHow NS (Dutch National Rail) increased ConversionRate by structuring for customer-centricityHow NS (Dutch National Rail) increased ConversionRate by structuring for customer-centricity
35,000employees
€5 billionturnover
~ 4,000,000unique web visitors a month
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Connecting with the Relay42 Data Management Platform (DMP)
With a need to keep up with their passengers, now and in the future, NS chose the Relay42 DMP to deliver on their customer-centric vision:
Plug-and-play with every channel:Quick-start compatibility in connecting with NS’s existing technologies.
Creating actions from data:Seamless control and activation of messaging in real-time.
Centralising data with a single customer view:precision accuracy in recognising every customer across a diverse landscape of devices & touchpoints - online and offline.
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DMP team
NS selected a cross-disciplinary team, with a mixture of marketing specialisms and IT know-how. They also used a combination of internal resources and their trusted agency partner Oogst, to advise and consult on using the DMP technology to deliver on their goals. By adding an overarching layer of strategy, NS could map and work towards longer-term business ambitions, alongside delivering on incremental performance goals to demonstrate value quickly.
‘Our customers are at the core of everything we do. By using the Relay42 DMP, we
can consistently be more relevant to each of them, turning our customer satisfac-
tion into exceptional, tailored experiences. ’ - Joost Kaart, Online Marketer
2 Amsterdam | London | Paris | Düsseldorf | Sofia | Singapore | relay42.com | [email protected]
Knowing customers 100%, via smart cross-chan-nel insights, so that NS don’t just think they’re
speaking to the right customer. They know they are.
Accuracy
Technology prerequisites for selecting a Data Management Platform
To deliver personalised customer journeys, NS needs to be able to recognise their customers across any device and channel: smart ID Management forms their foundation for this, using three pillars:
1. Precision accuracy in Identity Management
ID Management which acts as an adaptable layer depending on context means, being able to alter the basis for recognition depending on the journey, or
campaign. For example, NS could use an email click-through to personalise the NS website, but using a social login as a gateway to mobile interactions.
Flexibility
NS greatly values the protection of customer data. For this reason, they made it a prerequisite to work with a technology from which they could centralise, control and protect the management of various data sources,
keeping this within their own core systems.
How the Relay42 DMP helps NS remain deliver customer journeys which are 100% compliant:
2. Finding the perfect fit for keeping compliant
Privacy by design
Relay42 is fully EU and EEA compliant by design, primed for upcoming regulation chan-ges such as the GDPR (Gene-ral Data Protection Regultion) and built to conform to legi-slation within these areas regarding Personally Identifi-able Information.
Multiple layers of disguise surrounding customer data
The Relay42 platform readily caters for multiple levels of pseudonymization and encryption, which means knowing each customer via a centralised profile and protecting the original meaning of data, on nuanced levels. NS are able to adapt quickly to customer context, clearly addressing their intent and keeping their data secure.
Inbuilt flexibility for consent management
Using the Relay42 Data Manage-ment Platform as a central point to orchestrate data sources empow-ers IT and legal departments to control permissions and security. This is a tool which can be used to simplify and unify marketing orchestration from a user perspec-tive.
Customer profiles need to be updated in real-time to protect accuracy, but NS also needs to switch
context fast to mirror their passengers’ behaviours seamlessly; adding or switching identifiers to reflect
their next-best-channel or a new platform.
Agility
3 Amsterdam | London | Paris | Düsseldorf | Sofia | Singapore | relay42.com | [email protected]
NS offers a subscription-based service for customers who use public transport regularly. Opting for a monthly or annual subscription allows members to receive a discount on their travel expenses. Due to their high volume of website visitors (250 - 300,000 daily), NS aims to pre-qualify and personalise retargeting of these packages, based on individual browsing behaviour (subscription page visits).
If a visitor has indicated interest a specific subscription plan, NS shows them a personalised homepage visual. If this same visitor interacts with the personalised page header, he/she will be added to a selection for Display re-targeting. If the visitor doesn't click on the personalised page header after showing this page five times, they are not re-targeted. The following flowchart maps the logic of the customer journey:
By using the DMP to maximise the effectiveness of their own website, with its high volume of visitors (four million monthly), NS gain a platform to target hyper-relevant audiences in order to convert customers more effectively. However, they are also able to save unnecessary budget spend which may have been wasted on retargeting all NS visitors at the beginning of their journey on external publishers; instead pre-qualifying customers and focusing on those with an existing interest.
Results
+776% Click-Through Rate
on Personalised Homepage
Delivering on customer data trails:adding incremental value
Case 1: real-time website personalisation to fuelDisplay re-targeting Case 1: real-time website personalisation to fuelDisplay re-targeting Case 1: real-time website personalisation to fuelDisplay re-targeting
Delivering on customer data trails: adding incremental value How data management helped NS build customer journeys greater than the sum oftheir parts.
Preferred subscriptionplan available
No interaction after5 impressions
Interaction, butno conversion
Show banner
YES
NO
Standard Homepage
CustomisedHomepage
Altijd Vrij Jaar
€332
4 Amsterdam | London | Paris | Düsseldorf | Sofia | Singapore | relay42.com | [email protected]
Case 2: Expanding Email personalisation to drivecross-channel conversions Case 2: Expanding Email personalisation to drivecross-channel conversions Case 2: Expanding Email personalisation to drivecross-channel conversions
After the integration with the DMP, the NS marketing team was able to not only target customers with relevant offers via Email, but also serve them personalised offers on other channels they have interacted with - e.g. the website, and Display networks. With the DMP now connecting NS’s marketing landscape, the new scenario shows how NS is activating custom-er insights across channels to re-target effectively, using Email as a gateway to pre-qualify customers for bidding on Display, whilst building a seamless journey with relevant recommendations.
Prior to the connection to the DMP, NS was only able to reach out online to clients who had opted-in to receive Email offers. After the integration with the DMP, the marketing team was able to not only target its opt-in clients via email, but also to reach other contacts with relevant offers via Display.
Bonus:1. Everyone receives an offer - not only those who have interacted by Email2. Maximising Display bidding by only serving banners to thosewho have a) not indicated their interest via Email b) have not already converted by Email and interacted on another channel
Results
+14.9% Conversion rate uptake
Clients have optedin for receiving offers
from NS
No conversionwithin 14 daysYES
NO
Display ad
Prior to the DMP integration
After the DMP integration
Display ad
Reminder e-mail
5 Amsterdam | London | Paris | Düsseldorf | Sofia | Singapore | relay42.com | [email protected]
‘We would like to consistently serve relevant communications to our customers in all communication channels. The Relay42 DMP platform helps to orchestrate this and improve the customer experience of our website and increase the relevance of our content in advertising.”- Ron Schneider, Head of Marketing & Sales - NS
NS continues to expand their use of connected technologies and touch points to build on mean-ingful customer experiences, and as a result, increase customer satisfaction as both a perfor-mance indicator and a point of strategic progress. Activating data across channels to optimise every journey, NS will extend these seamless data trails to bridge interactions between online and offline - covering the customer landscape across the real, and the digital world. NS’s journey begins with connecting technology, and continues with connecting people across destinations, experiences, and digital touchpoints.
NS’s journey begins with connecting technology, and continues with connecting people across destinations, experiences, and digital touchpoints.
Adding TV as a step: bridging online & offline channels
Find the right technology for real-time activation, and accurate customer IDing: NS needed a platform which delivered on their promise to serve relevant content at the right moment, and know exactly which customer had been where, with precision accuracy Start simple, by finding and nurturing your existing customer base: NS’s customers were right on their own doorstep, with four million monthly users visiting their website - so they built basic journeys to optimise their own channels and eliminate bidding waste Fostering the flexibility to test and learn with new channels: not only were NS able to smarten their core channels with trigger-based customer logic, but agile technology meant they could test TV as a step in customer journeys, and measure compelling results.
Takeaways
This creates a valuable targeting group in the DMP for which NS can sync offline with online messaging, and personalise at scale on online channels. The DMP is a powerful automation tool, which enables the transport network to connect seamless experi-ences prompted by real life stimuli.
NS then tested the effectiveness of TV ads across the real and digital world, by triggering real-time online personalisation. Via Mediasynced software, a signal was pushed to the DMP the moment the TV advert was broadcasted. Then, a detailed business rule could be applied via the DMP;
‘If a person visits the NS website within [X timeframe] during or after the broadcastingof the TV advert, show them a message which matches the advert ’
Next steps
Higher conversion rateof the group who saw
the TV advert
6 Amsterdam | London | Paris | Düsseldorf | Sofia | Singapore | relay42.com | [email protected]
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About Relay42
into human
dialogue. By unifying every consumer channel quickly, marketers can plug and play, personalising every piece of outreach
for the right message, to the right person, in the right context.
Contact details
+44 (0)20 369 505 83
Amsterdam | London | Paris | Düsseldorf | Sofia | Singapore | relay42.com | [email protected]
