Allianz
Bringing Adobe Campaign database marketing expertise in-house for the UK’s largest pet insurer
On the journey to a 23% revenue increase, TAP helped TUI Travel introduce trailblazing customer data initiatives and “find themselves” in a group-wide marketing overhaul. Our work upgraded the customer experience to First Class and sent TUI’s engagement rate soaring.
The Project
- Consultancy – Organise your data
- Consultancy – Find insights
- Consultancy – Target prospects and customers
On the journey to a 23% revenue increase, TAP helped TUI introduce trailblazing customer data initiatives and “find themselves” in a group-wide marketing overhaul.
Our work upgraded the customer experience to First Class and sent TUI’s engagement rate soaring.
The Process
TUI at a glance
- Centralised CRM data for 12 countries in 4 markets
- 23% increase in revenue attributable to outbound marketing
- Tableau and FastStats significantly improved analytics and reporting capabilities
In 2015, TUI’s European CRM teams handled outbound marketing operations in silos. Today, their consolidated Centre of Excellence investigates and applies best practices across group-wide customer communications in 4 European regions.
The TAP team is proud to have been TUI’s adventure buddy from conception to delivery and beyond, with Business Consultant, James Gent, serving as chief steward.
A thrilling ride
TUI came to TAP with an ambitious vision to transform its digital marketing capabilities group-wide. They wanted to centralise customer interactions through a new marketing platform and overhaul the holiday booking experience for customers.
TAP’s technical expertise
TAP provided subject matter experts who served as Product Owners for a new customer view solution. We also embedded our consultants in TUI’s team to design and implement a refreshed marketing platform that significantly increased engagement and conversion.
Best practice consulting
TAP’s marketing automation experts dove deep into TUI’s e-mail and engagement data, using Tableau and Apteco FastStats to create detailed customer profiles. Using this insight, we advised TUI on strategies to improve engagement.
Reaching new heights
Bringing customer and prospect data from 12 countries into a centralised CRM enabled TUI’s team to analyse and understand their market in new ways.
That was just the start.
The Result
Within 12 months of take-off, TUI’s outbound marketing results were soaring.
- 23% revenue increase
- 230% e-mail click rate increase
- 194% action rate increase on landing pages
Without internal siloes, TUI’s European CRM teams can collaborate seamlessly to maintain these outstanding engagement rates by using data to better inform outbound marketing strategies.
The single customer view platform enables accurate and consistent communication, serving TUI customers a highly personalised experience.
From the moment customers interact with the site, data-driven insight offers relevant recommendations and attractive deals.
Our collaboration went further, with the team taking the initiative to pursue opportunities in TUI’s mobile application:
- Calculating revenue attributable to the app
- Identifying consumer behaviour trends in add-on purchases
- Advising TUI on long-term strategies to increase revenue
TAP’s expertise was a central tenet of a 5-year group-wide programme that transformed TUI’s digital marketing capabilities.
23%
230%
194%
We work with TAP CXM to support us on our large digital transformation projects. TAP's experience has provided a key role in helping us to deliver these initiatives. In particular, the work delivered by James has helped TUI to launch a pan-European marketing platform with impressive results.
