Relevant based ona 360˚ customer view
Integrated Systems Events (ISE) wanted to professionalize and personalize the communication of its events to individual customer attributes. By building a 360° customer view of visitors – across the boundaries of several exhibition editions – ISE is able to offer relevant content based on complete customer data.
From the beginning in 2004 to 2016 each exhibition edition of ISE had its own visitor registration database. The lack of a complete customer view resulted in less streamlined communication and unnecessary costs. For example, customers could be informed about exhibition domains that did not have their interest. In addition, ISE spent a lot of time on visitor acquisition campaigns by processing data from various databases and systems. For this reason, ISE decided to merge the customer information, that was collected per exhibition edition, into one 360° customer view.
360° customer view
In the Ternair Marketing Cloud various ISE data systems containing customer data (e.g. N200 and Salesforce) were connected and integreted into one central marketing database. This data is standardised, moderated, deduplicated and merged. This creates a ‘golden record’ per customer.
The campaign management solution of the Ternair Marketing Cloud enables personalized marketing campaigns. Target groups are selected, based on characteristics and the response to previous content. Campaigns allow e-mails to be formatted and sent using dynamic template(s); within one template all parts of the newsletter (senders, subject, content) can be personalised based on, for example, the visitor frequency and interest profile.
In addition, the Ternair Marketing Cloud provides automatic administration of subscribing and unsubscribing of ISE newsletters, as well as subscription management and the return process of ISE magazines.
“The Ternair Marketing Cloud enables us to communicate more efficiently and effectively to customers and prospects about our exhibition offer. More efficient because we spend less time and manpower; more effective because the information we send is based on integrated, up-to-date customer knowledge. This results in higher conversions on our marketing communication.”
André Hooijer, Operations Director at ISE
Higher conversions and lower costs
After a ten-week implementation period, a central database, with over 160.000 professionals, has been built. This enables ISE to communicate based on integrated, up-to-date customer knowledge. Beside from higher conversions and lower costs around its own exhibitions, this database offers the opportunity to set up additional business
Integrated Systems Events produces b2b exhibitions and conferences for the professional audiovisual, electronic systems integration and IT industries. The flagship event is Integrated Systems Europe. In addition there are the Smart Building Conference, Digital Signage Summit Series and Integrated Systems Russia.