RELEVANCE IS A RELIGION

eCommerce SummitBrussels, February 25, 2015

Stefaan Claes - Int’l CRM & digital marketing director

AMBITIONS

• Corporate CRM & digital marketing team:– Center of expertise

– Development and maintenance of websites, digital apps, multi-

channel campaign management platform, etc.

– Has the country marketing teams as internal clients

– 50/50 IT experts and digital marketing experts

• Corporate marketing

• IT

MY ROLE

Some points we think that are important in marketing today.

• The consumer is in the driving seat.(From product driven to customer driven.)

• Key values: transparency, honesty, authenticity and relevance

• From permission based to preference driven:

Communication as a Service

• Data driven marketing

Real time marketingMarketing automation

“THE BEST MARKETER”

Source: Marketing Embraces Its Data-Driven Future, Forrester, April 2014.

FORRESTER ABOUT RELEVANCE

FORRESTER ABOUT PERSONALISATION

Source: Marketing Embraces Its Data-Driven Future, Forrester, April 2014.

FORRESTER ABOUT MARKETING HISTORY

Coverage> Reach

Quality> Effectivity

Depth> Mass communication > Segmented and One to one

Oneto

one

Segmented

Mass (Default)

Data clustering: RFM, loyalty, …

Product driven: Ladies, Students, Seniors,

…

Preference driven

“AND”, not “OR”

Social media

Social media

Social media

Web

&

Mobile

ATM

Ticket

Desk

MoviesMeta-data,

programming

Preferences+ socio-demo,

opt-ins, …

Transactions,

movie history,

wishlist

CSINPS

MailSegmented,

“Dedicated”,

My Kinepolis, ...

(Personalized)

Website

(Personalized)

Mobile

apps

OtherSmart TV, SMS,

0900, …

External(Pre-)Birthday,

CSI Result,

Bad Movie XP

LC2C,

…

InternalKey Client

Issues, Seating

Comfort, …

Recommendatio

n Engine

Profiling

Engine

“THE MACHINE”

Are the movies we recommend the movies you want to see?

MARKETING PRESSURE HEAT MAP

LC2C

WELCOME PACK

[data driven features on the website]

HOMEPAGE PERSONALISATION

[data driven features on the website]

MOVIE HISTORY

[data driven features on the website]

WISHLIST

[data driven features on the website]

NOTIFICATIONS AND NOTIFICATION EMAILS

[data driven features on the website]

NOTIFICATIONS AND NOTIFICATION EMAILS

General Family Women Men

AUTOMATION CAN’T DO EVERYTHING (yet?)

It’s not just what you say, but also the way you say it.

Content

Emotion

Inspiration

RELEVANCE IS NOT JUST ABOUT FACTUAL CONTENT

[mobile]

RESPONSIVE WEB

[mobile]

[mobile]

MOBILE TICKETING

[mobile]

MOBILE APPS

SMART TV APP