OTT & Force24. Innovation and compliance

Transcription

1 OTT & Force24 Innovation and compliance

2 GDPR as a driver for innovation (GDPR)

3 A quick introduction Working with OTT since 2015 to build a product training and marketing platform which continues to deliver great content to agents and real value to our Partners Louise Honan Product and Marketing Director - OTT

4 A quick introduction Supporting marketers is paramount to our business success, everything we do is designed to make you faster, more efficient and happier. Jake Sweeney Head of Strategy - Force24

5 Privacy Our Platform Privacy Privacy is no longer a social norm Zuckerberg 2010 Mark Zuckerberg Founder of Facebook

6 The GDPR Our Platform An example from Google We need two volunteers from the audience, please.

7 Privacy Our Platform Privacy Backlash? Privacy is no longer a social norm Zuckerberg 2010 Shadow Profiles Mark Zuckerberg Founder of Facebook

8 The GDPR Our Platform The GDPR introduces new rights of access and data protection for users It introduces new rights for our consent - Consent must be a choice... And we must be able to withdraw our consent. The right of access And the right to amend our data Right to be forgotten The right to restrict processing The right to move our data and services between devices The right to object Rights in relation to automated decision making and profiling

9 The Winners Our Platform The winners will be the marketers and business owners who see the huge benefits in future-proofing their databases

10 Beyond Our Platform GDPR An end-to-end solution - from course creation to agent registration, course reporting and engagement. Member consent Existing members Data protection officer Extend privacy rights worldwide Member addresses can no longer be extracted from OTT s platform 2 ways to pursue engagement (Account Managers or OTT solution) Partners still have access to reports OTT and F24 have worked to create a safe space where travel agents and travel suppliers can engage with confidence.

11 Why Force24? With years of marketing experience working with some of the biggest and best in the UK we found something lacking in the approach. With this in mind we created a Marketing Automation Platform that: Eradicates the steep learning curve Negates the risk of on-boarding unsuccessfully Allows you to be more strategic Accelerates your ROI - as we are involved in every step in the campaign, we are more accountable! GDPR compliant (data held in the UK) In-house creative expertise, underpinned by tried and tested nurturing methodologies Marketing Automation Platform Planning and Campaign Strategy Creative Services

12 How does Force24 help?

13 Our platform Platform Force24 are constantly innovating, to ensure our platform stays one step ahead of the challenges marketers face. That s why we don t just think we ve built a marketing tool we ve produced an entire toolbox, packed with powerful, user-friendly and truly effective features! design studio Drag & drop journey builder Web activity & behavioural tracking Microsite builder & page design suite Data capture & CRM integration SMS Design Suite ContactMatch

14 Our experience comes from...

15 Technology driving innovation

16 Technology Our Platformdriving innovation Mobile first builder OTT now have a snippet based builder that allows beautifully constructed s to be built in minutes, making an agile marketing team.

17 Technology Our Platformdriving innovation at OTT Insight drives better conversion Contacts in the UK that passed courses yesterday. Contacts in the UK that passed cruise courses yesterday.

18 Technology Our Platformdriving innovation at OTT End-to-end visibility OTT in partnership with Force24 allow a complete customer view, including all web-activity, course completes and agent information. Example Information Sign-up date Company Name Full personal details Browse and behaviour information Unsubscribe date 84 Leadscore

19 Technology Our Platformdriving innovation at OTT How is technology helping us to drive innovation whilst staying complaint? UK Based Data Centers Sophisticated automation Complete traceability Behavioural retargeting Segmentation monitoring

20 Automation in practice

21 Automation Our Platformin practice OTT has invested with Force24 to increase conversion rates and ensure that relevant communication is sent to the right contacts at the right time. Through aligning with Force24 digitally, OTT are engaging travel professionals with personalised journeys and targeting users based on their data profile. Welcome Journey Course Abandonment Course Completion Course Recommendations

22 Welcome Our Platform Journey Welcome and onboarding drives continuity of use and helps to successfully create a digital relationship with new agents Average Unique Open Rate = 33.3% Average Unique Click Rate = 15.5% 83.5% of new users complete a course before receiving 2

23 Course Our Platform Abandonment Automated course abandonment has been a huge success, showing that relevant, personalised communications are helping to drive conversions...and importantly, course completions for your businesses! Average Unique Open Rate = 33.2% Average Unique Click Rate = 32.5% 81.84% of abandoned courses are completed following 1.

24 Course Our Platform Completion An immediate course completion goes out to deliver a tailored certificate and further strengthen the digital relationship with OTT and partner brands. Average Unique Open Rate = 26.1% Average Unique Click Rate = 36.6%

25 OTT Partner portal

26 The GDPR Our Platform Relevant, highly engaged contacts sent to your MA platform What does this mean for you? 96,093 optin travel agents in the UK Course completes registered Giving you access to: Leading edge marketing automation platform Knowledgeable Agents Highly engaged contacts An extension of your sales team GDPR Compliant database

27 Partner Our Platform portal demonstration Aegean Airlines are first to utilise extended portal s powered by OTT allow for the safe, GDPR compliant use of agents that have completed the Aegean Airlines courses. An automated link pushes data to Aegean s portal where they can send s to targeted groups. 96,093 optin travel agents in the UK 1,737 total unique completed courses Trigger dynamic

28 OTTPlatform Our Partner portal demonstration Aegean Airlines Marketing Automation Platform As contacts complete the Aegean Airlines Course with OTT they are automatically filtered to the Aegean Air Portal. Giving Aegean Air access to: (VERY) Highly Engaged Contacts Relevant Travel Agents An extension to their sales team

29 OTTPlatform Our Partner portal demonstration

30 Thank you

31 Download the deck Download the full here presentation Case studies and examples provided in the appendix

32 Appendix

33 How does Force24 help in the Travel Sector? Force24 is perfectly placed to support the travel sector based on a combination of the following: Force24 s leading edge marketing automation platform will enable clients to run personalised journeys that engage contacts with relevant content Force24 combine market leading tech with campaign services. We know what works and what doesn t and make sure we build campaigns that engage the target audience Specialists in B2C acquisition, retention, up-sell/cross-sell as well as referral campaigns, we continue to work with many great brands like Citalia, Saga, and Sovereign Holidays in this area with great results Open rates and click through rates shouldn t be the defining metrics of your activity. Force24 allows you to track generated responses, web activity and conversions, giving you a true measure of engagement Force24 has invested heavily in ensuring we remove false positives (fake opens and clicks created by spam bots). In we removed over 60% all opens and clicks showing a true reflection of clients engaged audience

34 Our experience comes from... Why: Brand Challenges: Strategy in brief: Trying to promote 33+ destinations and engage an audience of over 200,000 with the same content was not producing the desired engagement and ROI for Sovereign. Needed a sophisticated platform to move away from batch and blast strategies. - Limited internal resources for Sovereign to commit time to the project Agility of setup was key, restricted to 2 weeks turnaround to launch Right message to the right client via personalised , tailored to further enhance the customer journey Creating a hierarchy to determine the correct message - Separate the engaged and unengaged audiences Devise multi-pronged engagement strategies to nurture the customer journey. Creative to support the desired message depending on stage in the purchase cycle, (welcome, location, family holiday,cart abandonment, etc) Liaising with Sovereign to implement campaigns including split testing analysis - Results: 2% of abandoned baskets reengaged and converted, returning over 300,000 Conversion rates 46x higher than that of the website alone Q ROI 27:1 inc set-up fees 47:1 excluding set-up fees

35 Case Study Why: Brand Challenges: Strategy in brief: Trying to promote 33+ locations and engage an audience of over 140,000 with the same content was not producing the desired engagement and ROI. Part of Travelopia, the 1st of a series of brands due to be added periodically to Force24 due to success. - Limited internal resources for Citalia to commit time to the project Agility and speed of set up to implement Right message to the right client via personalised (HTML), tailored to further the customer journey. Creating a hierarchy to determine the correct message - Separate the engaged and unengaged audiences Devise multi-pronged engagement strategies to nurture the customer Creative to support the desired message depending on stage in the purchase cycle, (welcome, location, family holiday, cart abandonment, etc) - personalisation at scale Prioritise 10 locations initially to prove concept - Results: Created new pop-up and data capture forms for website increasing data capture by x% Conversion rates 68x conversion growth Q ROI 18:1 inc set-up fees 26:1 excluding set-up fees

36 Our experience comes from... A leading tour operator Why: Batch and blast strategies failing to provide a level of personalisation needed to connect with the audience. Falling rebooking numbers indicated the need for a fresh approach Brand Challenges: - Expanding from 24 to 72 parks Bespoke add-on packages to be offered depending on chosen park (up-sell) Right message to the right client via personalised , to enhance the customer digital experience Dynamic personalisation to facilitate 1,000 s of variables inc name, park and add-on varieties Strategy in brief: - Separate the engaged and unengaged audiences Devise multi-pronged engagement strategies to nurture the customer journey Creative bespoke dynamic ads to facilitate necessity High level specification and multiple journeys depending on website activity Results: Roll out to all 72 parks due to success with 24 prior to merger x20 increase in ROI & x37 increase in bookings from activity July - Dec, Cart abandonment campaign delivers 2,328 bookings % conversion rate.

37 Hyper Personalisation Total people triggered into the Cart abandonment Cycle since July s Sent 140,955 Unique Opens 41.7% (58,736) Unique Clicks 21.2% (12,452) E-Commerce Statistics Campaign ROI 2,048,102 generates into 4,744 sales with the Conversion rate being 38.09% Peak Engagement is Saturday afternoon DYNAMIC CONTENT

38 Example Journeys Successful cycles we have run for travel clients, simplified.

39 Example Journeys continued