From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom...

EURO ATTRACTIONS SHOW 2018

EURO ATTRACTIONS SHOW 2018 ,#EAS18

From anonymous guest to loyal member

Tivoli GardensMichala Svane & Jonas Buhl Gregersen

25th of September 2018

BUILD YOUR KNOWLEDGE | EURO ATTRACTIONS SHOW 2018 ,#EAS18#EAS18

Tivoli Gardens

• The second oldest amusement park (1843).

• 4,5 million guest a year (2017).

• Denmark's biggest tourist attraction.

• Ranked no. 8 on “Best Amusement Parks in the world” by Tripadvisor.

• Listed on the Copenhagen Stock Exchange.

• 800 - 4000 employees.


Wide range of business lines

Music

TheaterThe Garden Food & drinksRides

CasinoHotel & Spa Tivoli Academy


Our guests

Family with youngchildren

Family with olderchildren

The Bon vivants Friends The Culturals Business


Our digital journey


Digital transformation on 2 levels

PEOPLE

PRODUCT

PRICEPLACEMENT

PROMOTION

Use technology to become more relevant in ourcommunication

Use technology to create new products

and revenue streams


Digital Marketing mission

..to create a personalized experience that enchants our guests, not only in the Gardens, but across all touch points every day, day by day, all year - driven by insight of customer needs and behavior.


MARKETING

THE GARDENS

Email

CALLCENTER

SOCIAL MEDIA

Tivoli.dk

GUEST

DIGITAL MARKETING

App

Dat

a

Data

Data

Data


Insights and strategy


What we learned from our data

• We’ve been loosing local visitors – but not local visitors with an annualcard.

• A guest needs to visit the Garden more than 3 times a year to increasechances for a renewal of the card.

• 30% of the annual cardholders buy it because of ”Fredagsrock” (Friday night concerts)

• 28% want more benefits for annual cardholders.


Strategy for local visitors

Anonymousguest

Knownguest

(profile)

Annual card holder

Loyal annual card

holder

My Tivoli

Interestingcontent

Relevance and timing

Experiencedcustomer value


Our architecture & Customer Data Platform

Guest (Self-service) OTA, in-destination resellers

Kiosk App Web Email SMS Expedia Stromma …

Back-end Box Office & Support Center Back-end

Galaxy Dynamics CRM (minimal)

Collection engine

Galaxy POS (primary)

Tivoli API

API Customer Data Services

eGalaxywith ”intercept”

Customer Data Platform (CDP)CRM + Insights + 360°

Identity

Loyalty

Payment

Dat

a &

AP

IB

usi

ne

ssap

plik

atio

ns

BI

AX

Gu

st

Op

erat

ion

al D

ata

Sto

re (

OD

S)

CRM+ CRM Web CRM API (TBD)eGalaxy


Using our data


5 quick examples of how we use data in our MarCom

PersonalizedWebsite

Data in Marketing Campaigns

My Tivoliprofile

Loyalty-program

Data to encouragemore visits


Personalized website

Conditional rendering” – rule driven display of content

IF:

THEN:

1. Based on where you are

2. Based on where you have been

3. Based on where we think you want to go

PersonalizedWebsite


Personalized recommendations

Click on Food

K.

Click on classicalconcert

Tivoli recommends..


Using data to target former annualcardholders

Facebook LAL

Using data to create Look-a-like customer audience on Facebook

Retargeting

Using data to retarget guests who shown interest by visiting tivoli.dk

Data Management Platform

Using 1. part data to target former annual cardholders.

CPA

+ 139%

CPA

+ 52%

Data in Marketing Campaigns


Motivate to re-visit (more than 3 visits)

Data to encouragemore visits


My Tivoli – to collect and manage data

My Tivoliprofile


My Tivoli – to customize preferences


From annual card to membership

• Subscription

• Annual or monthly payments

• Digital card

• Loyalty program


Data and LoyaltyUsing data to reward loyalty through benefits.

Loyalty-program

Years with annual card

Number of visits


What the future holds..


The Who, Where & What in the physical

world

• Initiatives to bridge the gap between digital and physical behavior and communication


The 3. dimension on loyalty

spend• know, track & reward your most valuable customers

• Motivate identity capture in as many touch-points as possible

Projects

• New restaurant POS system with NFC & BARCODE reader

• Mobile payments and Creditcard identity token

• LUX & App features that motivate identification

• Tivoli “wallet” through wristband and app


easy tracking

Flexible product – more creativity and individualization

Projects

• Multiple multiride products -> higher spend and nudge guest behaviour

• Digitization of ride tickets -> Less queue time

• Designing guest journeys to optimize spend


Identification and individualization

The app as a must-have visitor tool that delivers the right content in the right context at the right time.

Projects

• Easy profile (facebook connect and MobilepayConnect)

• Tickets / general product purchase available

• The digital ride photo solution

• Table bookings and Loyalty earn and redeem

• A platform for individual offers/communication based on Machine learning (Distant future ☺)


A few leassons we have learned

1. Think holistically about customer experience before you think channels.

2. The right organization is a key driver for success: What competencies should we have, which do we source externally; what roles should IT, Sales and Marketing play respectively?

3. Don’t confuse data with insight – ask the right questions

4. Be realistic – take one step at the time. Learn from experiences, create results and build on your success.

5. Digital development is about business development – not a marketing or a IT project.

6. Take initiatives and keep moving forward.

CONTINUE YOUR JOURNEY ON IAAPA.ORG ,#EAS18

AND NOW...

EXPANDYOUR

NETWORK

Thank you!Michala Svane

Jonas Buhl Gregersen

Tivoli Gardens

25th of September 2018

From anonymous guest to loyal member · 5 quick examples of how we use data in our MarCom...

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