Data & personalisation breakfast session

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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.

Business

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.

You could double your
Direct Marketing leads &
revenue

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

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

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

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

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

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Streaming applications have often been complex to design and maintain because of the significant upfront infrastructure investment required. However, with the advent of Spark an easy transition to stream processing is now available, enabling personalization applications and experiments to consume near real-time data without massive development cycles. Our decision to evaluate Spark as our stream processing engine was primarily led by the following considerations: 1) Ease of development for the team (already familiar with spark for batch), 2) the scope/requirements of our problem, 3) re-usability of code from spark batch jobs, and 4) Spark support from infrastructure teams within the company. In this session, we will present our experience using Spark for stream processing unbounded datasets in the personalization space. The datasets consisted of, but were not limited, to the stream of playback events that are used as feedback for all personalization algorithms. These plays are used to extract specific behaviors which are highly predictive of a customer’s enjoyment of our service. This dataset is massive and has to be further enriched by other online and offline Netflix data sources. These datasets, when consumed by our machine learning models, directly affect the customer’s personalized experience, which means that the impact is high and tolerance for failure is low. We’ll talk about the experiments we did to compare Spark with other streaming solutions like Apache Flink , the impact that we had on our customers, and most importantly, the challenges we faced. Take-aways for the audience: 1) A great example of stream processing large, personalization datasets at scale. 2) An increased awareness of the costs/requirements for making the transition from batch to streaming successfully. 3) Exposure to some of the technical challenges that should be expected along the way.

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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?

13.

14.

15.

16. FOR ONCE SIZE DOES NOT MATTER

17. 5 years Thomas Cook Group in 5 minutes

18. START

19.

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

26.

27. @hanssmellinckx

Data & personalisation breakfast session

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