The document discusses an integrated publishing solutions provider that aims to help CEOs, CMOs, CFOs, and other executives expand their toolbox through training. It details the provider's in-house specialists and partner experts who share their expertise. It also mentions doubling direct marketing leads and revenue through imagining possibilities.

2. WELCOME

3. DATA & PERSONALISATION

4. Integrated publishing production solutions
provider for offline and online marketing &
corporate communication.
We want to enlarge the toolbox of every single CEO, CMO, CFO,
CIO, CTO and CDO.
Our Duval Union Academy team consists of top-level in-house
specialists and partner experts. All renowned for their expertise
and experience in their field. And all of them engaged to share their
knowledge with today’s decision makers.

5. IMAGINE

6. You could double your
Direct Marketing leads &
revenue

8. TOMORROW
THE DAY
AFTER
TOMORR
OW
FUTUR
E
IMPACT
YOUR TIME
Your time spent!
Source: Peter Hinsen

9. TOMORROW
THE DAY
AFTER
TOMORR
OW
FUTUR
E
IMPACT
YOUR TIME
SOY
REALITY

10. NO MAGIC POTION

11. SKILLS
VISION

12. How many contact points?

16. FOR ONCE
SIZE DOES NOT MATTER

17. 5 years Thomas Cook Group
in 5 minutes

18. START

20. Weekly newsletter
Upsell campaigns

21. My Thomas Cook experience
• Staff:
– When I started: 1
– When I left: 8 internal / 2 freelance
• 3 full time for e-mail mkt
• Process:
– Optimise existing
– Add frequency
– Add data & channels
– Budget EM: stayed the same after 24 months
– Budget DM: 500K > 900K

22. Weekly newsletterWeekly newsletterWeekly newsletterWeekly newsletter
Upsell campaigns Upsell campaigns Upsell campaigns Upsell campaigns
Happy b-day campaign
First 24 months
Happy New Year + survey

23. Weekly newsletterWeekly newsletterWeekly newsletterWeekly newsletter
Upsell campaigns Upsell campaigns Upsell campaigns Upsell campaigns
Happy b-day campaign
Next 12 months
Happy New Year + survey
Segmented +
double touch
Segmented +
double touch
Segmented +
double touch
Segmented +
double touch
Triple touch
DATA QUALITY + WEB BEHAVIOUR

24. Email personalisation

25. After 5 years…
• Offers are automatically linked
• Data shared between online, e-commerce & CRM
• After 3 years: reporting integrated with e-commerce
• Click behaviour & buying behaviour fully automated
& integrated
• Start to look at automating Direct Mail
• But… no attribution model.
• But… customer service still on different CRM

27. @hanssmellinckx