Brisbane Airport – Unlocking the power of data for your brands success

Alrighty. I think we're going to kick off everyone. Hello, everyone, and thank you very much for joining us today. For those of you who don't know me, my name is Wil Wilson and I am the RVP of sales for Emarsys here in the APJ region. And we're thrilled that you've carved out time to spend with us today. We have an excellent session planned, and shortly I'll be introducing you to Laura Gamble at Emarsys and Claire Williamson from Brisbane airports, who will unpack today's topic on how Brisbane Airport unlocks the power of its data. Using Emarsys to power its success. But first, if this is your first a Emarsys webinar, I thought I'd take a moment to introduce you to the Emarsys business and specifically talk you through the value we bring to our travel and hospitality clients. Emarsys is an omnichannel customer engagement platform that gives market is the power to run their business. We live in a truly personalized world, but many brands and businesses are held back because their teams can't easily, identify risks and opportunities in a business and act on it quickly due to the lack of data sources being connected in their marketing platform. And this is one of the biggest problems that Emarsys helps solve for businesses around the world. Today many of you would be from the travel and hospitality sector. And I think as we move into the next slide, you can see that we have had significant disruptions and challenges in this industry over the last 3 to 5 years. Some of those challenges include an increased, disruption to, the way that business is run, obviously through lockdowns and pandemics. The industry had to respond. We had significant disruptions, with consumers becoming more digitally savvy and more cohorts of older travelers and guests becoming more digitally first. Travelers want unique experiences. They have a new focus on sustainability, and there's been an increase in volume of travelers and guests, even in the face of the cost of living pressures. This requires a recalibration and an innovation to drive profitable growth. But there is really a sense and an urgent need to personalize engagements. And you can see here on the slide, 71% of consumers today want and expect brands to deliver personalized experiences. Travelers also expect an easy and frictionless experience, particularly as they compare traveling to every other part of their life as they interact with banking, social media and other connected devices at work. And then this has been an accelerated shift to the digital experience for shoppers to have a premium experience and a frictionless journey from purchasing to traveling. To really understand the end to end journey. On the next slide, you'll see that brands really need to understand the end to end experience from dreaming about travel. When you are starting to be inspired, where you're seeing trip content or showcasing destinations, educating people on experiences that are available through to the action of starting to plan and, you know, plan the travel. So thinking about how travel is, being targeted with ads providing content and tips on how to plan for the travel and intuitive or interactive tools to make this process easier. The next stage is obviously booking, which is a critical element, and it's the call to action that brands look for being able to offer discounts to appropriate segments based on interest. Confirm that booking in real time and give personalized experiences for many mobile first businesses in the travel space. This is also typically the stage that people are engaging and downloading the app. Then of course, you've got the actual exploring, which where you trying to breed loyalty with customers and guests, helping to provide helpful content and engaging content on the mobile app. And of course, post experience, whether that be as a guest in a hospitality environment or a traveler really nurturing those journey journeys and making those delightful experiences that are shared and really trying to increase trip frequency by those journey customers. This is really the challenge that marketers have from an end to end perspective. And on the next slide, you can see that some of the challenges that marketers face really to bring this to life, are ever present for many businesses, that being travel and hospitality or other verticals, many businesses still face the challenge of siloed data. How do you really get a single view of your customer in the platform and have the ability to act on that? Acquiring new customers is challenging, particularly given the emergence of discount sites and the cost of living pressures. That's also coupled with low margins and pressure on operating costs. There's a focus on retaining customers and guests, even though there is a lot of loyalty jumping, particularly as people look for bargains in the current environment. And as we mentioned before, an increased focus on sustainability and ensuring that your brand shows up and shares that narrative about what they're doing in this particular space. And this is really where Emarsys comes in. On the next slide, you can say we are really an omnichannel customer engagement platform that really connects the right data into the platform and empowers the marketing team to make decisions and build, launch and scale AI powered, personalized engagements that really drive business outcomes. Our platform is designed to ingest any source of data to then enable that to be available to marketers, to segments, to personalize, to activate and get insights on, and then to communicate in a personalized way to your customers on their preferred channels. One of Emarsys' unique selling points is that we have more channels available than any other platform from email, SMS, web push right through to the mobile app and the mobile wallet for loyalty or boarding passes. And we power many, many brands globally, as you can see on the next slide. We don't just work in travel and hospitality or retail and e-commerce. We power big brands globally to solve this problem and partner with them to grow their business as they look to drive revenue, customer database and really delight customers through a personalized customer experience from the end to end customer lifecycle, whether that be the planning of a journey right through to the end of a trip where they're considering rebooking. Hopefully this gives you a sense of what Emarsys does. Today the topic is really focused on the Brisbane airport conversation between Laura and Clare. And so it's a pleasure for me to now introduce Laura Gamble from Emarsys, who will kick us off and lead the discussion. Hi, Laura. Hey. Will, thank you so much and welcome everyone. So we're here today to talk about the importance of leveraging data to create seamless, meaningful interactions with customers. And in the next about 15 minutes, we're going to cover a few things. We're going to talk about the evolution of customer expectations and what this means for us as marketers and our data requirements. I'll then invite Claire Williamson, who's the commercial marketing manager at Brisbane Airport, to join me when we're going to have a discussion around how Brisbane Airport are leveraging their data for personalized customer engagements. Then we're going to move into a section around actionable strategies, where I'm going to talk through seven pillars of omnichannel personalization that you can take away to focus on how you can use the data that you have access to for your own brand's success. At which point I'll invite Will and Claire back, and we'll have a short Q&A before we wrap up. But first of all, I just wanted to take a minute to quickly talk about myself and about the Emarsys Professional Services team. So as a CX consultant, I work as part of the wider professional services team here at Emarsys . We are experts in customer experience, strategy, customer relevancy as well as omni channel campaign execution. We work in really close partnership with the Emarsys users to help amplify the impact that they can get from the platform. So we do this by driving adoption, accelerating time to value, and ultimately bridging the gap between your strategy and our technology. We support with things like digital transformation, strategic and technical services, creative studio support, training and enablement, and also project management. We work really closely with brands across a number of industries, so brands in the retail, travel, hospitality and automotive sectors, and then we work with brands like Marina Bay Sands, Krispy Kreme, Puma, that point and of course Brisbane Airport, who we are really thrilled to have with us today. But before we introduce Claire, I wanted to take a moment to really quickly touch on the topic that we're going to be talking about today. So what's become very relevant, but very apparent, I should say to our team, is that while we work with a wide range of businesses, all from different industries who have their own unique challenges, there are also some very common challenges that spread across all sectors. And these are really brought on by wider trends and having a huge impact for marketers. One of these challenges, and obviously the topic of today's webinar, is the growing necessity to not only unlock your data, but to make sure that you're leveraging it. This has become necessary not only to remain relevant to customers, but also to remain competitive and ultimately profitable as businesses. So we really see that this has been born about of the hyper connectivity phenomenon. So the widespread access to internet and mobile devices and social media, which have all profoundly changed the way that consumers want to engage with the brands and the businesses that they do business with. A few ways that we've seen these growing customer expectations change our in real time engagement. Customers now expect immediate responses, quick access to products and services, faster delivery options, and real time product availability. We as customers want to be able to make more and more informed decisions, so we want to be able to compare products, read reviews, seek recommendations. We want the brands that we engage with to engage with us on the channel that we're on. So this means a seamless experience not only across channels that between channels. It also means connected commerce, which I'll come back to when I talk about the seven pillars. So thinking about potentially being able to start a transaction online and complete it in-store. And then finally there's relevancy. So increasingly tailored and relevant interactions is what's become to be expected with all of the data that consumers are providing. So if Amazon can deliver me relevant, timely and accurate product recommendations, why can my telco not do the same or my insurer or the hotels that I stay in? These expectations aren't confined to any one industry, but they spread across all industries. And as we move to the next slide, you can see that ultimately it should be our goal is not it is to not only meet but to exceed these growing expectations. And if we do this, we can really shift the dial, not only creating meaningful and relevant experiences for our customers that own business outcomes like greater AOF, lifetime value and profitability. But of course, critical to doing this is the ability to unlock and leverage our data. To enable all these personalized experiences across real time engagements, decision making and relevancy so that our customers can continue to engage with us. Now Brisbane Airport. I have been lucky enough to work with Clare in the Brisbane Airport team, who are coming up on two years now. Clare in the team is such a pleasure to work with and it's so great to work with the business who are running really headfirst into this data revolution. So I think Will was obviously talking about things that have been tied to this industry, things like disruption, the expectation of a frictionless journey into end customer experiences for travelers, but also, how these different, what I find really interesting about working with Brisbane Airport is how the customer lifecycle differs so much to some of our more, retail based customers. So the the team at Brisbane Airport, they get that personalization isn't just about a first name field, but it's about creating these relevant journeys that amplify the experience that the customer has. So, Claire, I would love to invite you to join me. Hello. How are you? I'm good. Thank you. Thank you so much for joining us today. No worries. So to start off, can I get you to tell us a little bit about yourself and about Brisbane Airport? So I'm Claire, and I am a commercial marketing manager at Brisbane Airport, so I have actually worked at the airport for nearly ten years now. So, and I've been a part of the commercial team pretty much the whole time. So we in the commercial team, we manage four pillars of the business. So it's the retail business. So if you think all the retailers at the international and domestic terminal and then alongside, that we have a shopping precinct called Sky gate near the DFO there. We've got the parking and e-commerce businesses. So that's my main focus and we've got the property business. So there is a lot of, I guess, land on airport and the property business is about bringing businesses on to airport to, build their, build their offices or warehouses, on airport. And so, as I said, my focus is the parking and e-commerce business. So when I first started ten years ago, we hadn't sent an email in six months. And if we did send an email, it was a batch and blast our whole database. So, I'm sure you appreciate that since then and after today that we've come a long way. We've introduced car rentals, bring in duty free click and collect. And we're also hoping to continue to grow this and widen our offering to the complete experience for travelers coming through BNE. Awesome. Thank you Claire. So yeah that's that whole end to end travel experience piece. Right. And so interesting as you say that over ten years this space has evolved so much to sort of six monthly and blast the atmosphere now being we're just. Really talking that's what we were communicating. And so yeah, it. Was an interesting evolution. And what I find really interesting, I think about the airport is that obviously you have so many customers traveling through the airport and a lot of data available to you, but then obviously there's distinctions between those two types of data. So obviously today we're here to talk about data. So I wonder maybe you could share with us a little bit about the data that you have access to and then how you're using it. And then we what we might do is then just kind of drill down into a few different, I guess, use cases of how you're executing personalization with that data. Sure. So I mainly focus on the parking in Ecom. So I'll first give you a bit of a overview of as an airport how we use data. So every business unit owner in a airport would use data in some way every single day. So, we've got our aviation team, who use data to measure the demand for different routes going out of Brisbane so they can then go to airlines and say, there is there is demand for this, and then they should fly out of Brisbane. For those certain routes. Then we've got a terminal ops team. So they would use it from a getting an understanding of how many people are actually coming to the airport, so that they can manage the everyday running, of the airport. So they need to make sure that they've got, enough people for security lines or staffing. And then there's retailers. So the retailers, also use forecast of passenger numbers for staffing, but also look into the different write down, of different nationalities that are coming through on different days, to ensure that they've got the right stock, on, on the floor as well as, the right staff as well. And then packing in e-comm data. So that data is the only data that there's a true B2C kind of, use case for that. So we have a direct relationship with that customer. So we know that 18% of the people who come to the airport park and then of that 60, of that 18%, 60% of people actually book online. So we've got two offerings within the parking space so you can drive up. And that means that, you don't make a booking, you just drive up when you need to park. Boom, gates open and then you pay by credit card when you leave. We know very little about you apart from your numberplate, and that is all. Whereas our online bookers, we know in advance when you're coming and we do, capture extra details from that as well. So with those, 60% of the people that book online, we can then know when they're coming to the airport so that we can follow them on their journey and potentially educate them about what's at the airport, but also upsell them through BNE duty-free click and collect as well. And I think there was a second part. Do you want to? On how we collect the data as well. So. Yeah. Yeah, I would say I think that would be really interesting for everyone who's joining us today. I think that's so much there's so much data, obviously, there's so much to unpack. But obviously, while all of that, really, I guess top level data allows a lot of business decisions to be made. Like you're saying, the really the only data that enables these personalized experiences is what's coming through your parking and e-commerce platforms. Right? So it would be, yeah. Great to hear a little bit more about how you collect some of that data and maybe some of the processes or journeys you've been through. Yeah, sure. So, we collect the data through sign ups. So when they're subscribing to the database, but also through checkout for parking, through BNE, and through BNE duty free, we capture all browsing and purchase behavior online. If they've clicked through from a website and we also collect Wi-Fi data, with anyone wanting to use fine Wi-Fi when they're in the terminals. So where we're extremely cautious about what we do collect, we've got a really strict rule that if we, we don't have an immediate use case for it, we're not going to collect that data. So we work really closely with our risk and compliance team to ensure we are compliant at all times. So that's a huge focus. And this data has helped us unlock customer journeys like welcomes, win backs, lead engagement, cross-selling and a lot of persona based communications as well. So, yeah. Right. Excellent. Thank you so much for all of that background. And personas. That's, I think, probably a really great place to start. So I think when we started working together, the almost two years ago, we had really started on this journey around persona mapping and how can Brisbane Airport start to, I guess, segment customers in a way that was going to give you more information around what sort of traveler they were. So I know that we had been through quite an evolution in this project, and I think it ties in really closely to what you just said about not only that data that you have access to, but also your, I guess, level of being cautious around what's collected and what sort of things that you're asking. So I will let you, yeah. Share with us a little bit about that, you know, persona, progressive profiling space and some of the really interesting things you've done there. Okay. Please stop me if I start going into a deep, deep hole. So, we knew that it was really. Anything close to on track? Yeah. So personas are trying to define what type of traveler someone is is actually really, difficult. They can go from being a business traveler to a leisure traveler, back to a business traveler, and then be a Fifo travel at some point in their life as well. So, I guess on the journey. So at the beginning, we focused on the types of products that people were booking. I believe it or not, we have for parking quite a lot of different products. So, we were making assumptions around, if they booked, say, Park valet and they stayed for two days, they were potentially traveling for business or, a customer who booked Park Long, for four plus days was likely traveling for leisure. But as you can see, there is a lot of assumptions here. Just because you book park valet, it does not mean that you, a business traveler. You could be a, mum traveling with all these kids and just needing the most convenient things. So, that was with those assumptions. They kind of, fell short there. And then we moved to specifically asking people, why are they traveling? So when they booked their parking, you know, first or last name, email address, phone number, and what's your purpose of travel? Was the questions within the booking form. So what we found here was it was great to know why they were traveling this particular time in order to upsell them with retailer offerings for when they were coming to the airport this time, but it didn't necessarily help us with predicting any future interactions or travel plans. So we couldn't, you know, be be proactive with communicating to them. So where we've landed is using relational data within Emarsys. So this has enabled us to look at actual behavior, and frequency based on the data. So I'll give you an example. So we break out customer personas down by business leisure and Fifo. So we've been able to use our data to say, all right, so give me contacts who have traveled from a Monday to a Thursday and park for 1 to 3 days, to get their frequency so traveled more than eight times in the year, meaning they're a frequent business traveler. And because, what I mentioned earlier was that they can go between a leisure to a business traveler. We've said anyone doing this behavior 80% of the time, they're never going to do this behavior 100% of the time because you need to allow for potentially them being a leisure traveler at some point and then treating leisure and seasonal, quite different where we're able to say, we kind of take a two pronged approach here. So contacts who? One, traveled the same period last year and then trying to, target them through that or we've been able to say has booked over a school holiday period within the last two years. And what you can do with our day is put in all of those dates for the last two years that the, school holidays have fell on and then has stayed over the weekend or park for five plus days, and doing this behavior so 60% of the time. So we then make assumptions that if they're traveling over a school holiday period, they likely have school aged children because, I don't know many people who don't have children who would actually want to travel, during school holidays and yeah, and then say no and then so we can treat them accordingly for that as well. So and then our. Third. Our third, persona is Fifo. So although this customer base is quite small, they're very important to us. They're very frequent. And to be honest, they were the people, the only people during, traveling during Covid, right? So they are the ones that will always be traveling. We use RD to tell us, who has books on a rolling schedule. So, Fifo track people travel on a seven, 15 or 21 day rolling schedule usually. And when we pull that, it is there a clear personas who, continually do that behavior. Awesome. And for anyone wondering what a Fifo traveler is. This is a fly in, fly out traveler. So Claire. Like this sort of travelers, my understanding who are working, you know, remotely. In the mines. Yeah, absolutely. So up north in the mines or. Yeah. Yeah. So, so so I think it's a really interesting to have three such distinct groups of customers. And I think that what is really interesting about this approach, and something that we've discussed obviously at length, is that this is all based on like first party data or data that you have got available to you through, you know, with behavior and through purchase patterns. You actually haven't had to ask customers to declare any additional data or extra fields here, which I think is really quite interesting and quite powerful, because we know there's a bit of a paradox around this whole data and personalization piece where we as consumers really want to receive these personalized communications. However, we're not always that happy to hand over our data. So by not needing to, ask a customer whether they are traveling for business or for leisure, what that means is that, you know, when we get to this point in sort of your, your evolution in your journey, you have got, you know, you've got room, you've got credits in the bank to ask these customers that declarative data that actually is really helpful to you for other use cases. Absolutely. And one other thing I wanted to just touch on was, was relational data or RD, which I agree has been like hugely powerful and unlocking, this potential for these use cases. So, again, for anyone who's, who's not sure what relational data is, relational data is the unique ability to capture and ingest any of your business specific data, which we can then in analysis. And we can then activate that via some more flexible or complex segmentations and personalization. And so this capability is used a lot by obviously like subscription businesses, for things like third party booking platforms. There are lots of different use cases that run off relational data, and it's quite a unique, I think, product within analysis as well. So please, if you have questions on relational data, feel free to get in touch with us after this. And for us, the whole relational data. This has been something that we have trying been trying to solve, that whole going between business and leisure and trying to pull out those people for such a long time. And relational data has been the only thing that has enabled us to to target these people based on that, that behavior, you know, on the at the time. Yeah. And I love that. So that's like you're not only improving these customer experiences, but you're actually helping to solve these business challenges that you've had for quite a while, which is actually helping you. Like you can actually start to understand how many people you know sit within these different segments. That's right. Great. And so I think we get so we've talked about personas. We've talked about how you're using that data to drive these engagements. And I think that that will really get everyone's minds turning. I think probably that would lead us into talking about how you've been using that data for, I guess, cross-selling purposes. So I know we've talked about personas, but you're using these personas to trigger programs which are looking at things like churn, you said, but they're also going to be looking at trying to sell between your different, I guess, e-commerce offerings. So I wonder if you can talk about a little bit about the approach you've taken here. I know this is, you know, an ongoing evolution, but particularly between driving purchases, between parking and duty free and how this ties into the whole customer journey. Sure. So this is relatively new to us because we only just launched BNE duty free earlier this year. But since then we've seen, some really great results, just purely because it's such a qualified market and we're able to pinpoint that as well. So it goes both ways between someone who has purchased being a duty free to cross-sell to parking, and vice versa for parking, to go through to be an agency free. I'll focus on the parking when they make a parking, a purchase, because that's where most of our audience is flowing, flowing through at this point. So if someone books, parking at the international terminal, we send them an initial email building awareness round BNE, duty free, click and collect. And then as it gets closer, from their departure, we start to send communications around what is, on offer at the terminal and some more point to call actions to purchase a duty free online. So we only trigger that first message 30 days if they book parking more than 30 days out from when they're about to departure. Depart. We, only triggered that email the first 30 days because you can only purchase duty free within 30 days of traveling as well, and then two days from arriving back into Brisbane if there are a return, customer, which if they're parking, then most likely, arriving back into Brisbane, we start to communicate that being a duty free message to encourage them to purchase their duty free online when coming back into Australia as well. Like I said, we take the very a very similar approach to when someone books BNE duty free and they haven't booked parking. So what what we find is obviously that, both parking and being a duty free, feeds each other. Yeah, I was going to say it really is just it's like a cycle, right? Because like by driving that extra behavior that's online that you can collect your collecting or information about that same customer again without them having to declare anything or take a box or complete a survey. That is, and we've had this conversation, you know, and around you might start capturing visits to the airport that customers have had where they haven't parked. So you actually start to form a much larger, I guess, your view of the customer and their frequency. And then the next layer of that is what sort of products are they buying and what are their interests, and how can we start to categorize and segment in that way? That's right. Yeah, absolutely. Right. I actually I just noticed a question in the chat, which I thought maybe rather than coming back to it at the show, I would just ask now. So, there's a question which is around how does messaging differ depending on the different personas. So how are they treated differently? So I think that's kind of relevant to both personas and also these cross-sell programs. Yeah. You know it's it's this it's the smallest things. It's down to the imagery that we use. It's it's we need to stay quite, broad with our messaging because we can't just say, hey, you're a business traveler because we are still making some kind of assumptions. So it is around that imagery, potentially some of the language that we use, for that, maybe even, you know, around, whether we pull out convenience or different, benefits of parking at the terminal that we feel would potentially be, more, I guess would be more prominent to either the leisure travel or the business travel. Yeah. And I think that that's quite a different approach than we sometimes take to personalization, where we think, you know, personalization has to be about, a really very targeted message. So as you say, like, hey, we know you're traveling for business. So here are some lounge passes that actually without having a way to know that for every trip, the next best thing is actually to be able to trigger those messages with the right frequency, particularly on the right channels and the right messaging. And as you say, there are some assumptions. But by and large, we know that those customers will will fit that profile. And so you can definitely still take some liberties with that, right? So for example, you know, business imagery for your business travelers, that's not going to necessarily alienate, not someone who accidentally got captured within that segment. That's right, that's right. And then I think there's probably one further use case for some of these segments, which is to really be able to help you control who receives what messages from, I guess, a promotional standpoint as well. So would you have anything to kind of add? It would talk very much about how you're using these, different segments and this cross-selling approach in life cycle. But what about beyond that with your campaign emails? Yeah. So I guess it it allows us actually to negatively target against people that we, we feel will make a purchase without a discount or will be purchasing the products that, that we don't need to fill. So I think, how that kind of, it works. We don't want to give discounts away necessarily if they're going to purchase anyway. I'm sure everyone can appreciate that. So, that enables us to be like, okay, so this group is likely to be, booking soon, and they book all the time, during this period. And so we won't necessarily offer them, a discount. And also, you know, having a look at who books being a duty free but doesn't book parking, then potentially giving them a discount to try to get them over to becoming a parking customer. Through that as well. So it's just using that data to also pick and choose, I guess, who we need to be a little bit more, aggressive with in order to, from a discount point of view in order to make a purchase. Yeah. And I think, what I find really interesting working with Brisbane Airport is, and I kind of touched on it right at the beginning that obviously there's very different life cycles for the travel industry than there are for, for example, a traditional retail brand where, for example, for a retailer you can try and, entice a purchase of, I don't know, next season's fashion. Whereas, you know, when you're playing with talking, people aren't necessarily going to book a carpark. It's just going to book at carpark out of nowhere or book. And then not actually traveling just to come visit the terminal. I mean, no one really does that. Yeah. Exactly. So it's like it's actually quite different, in terms of how you need to look at these customer I guess, predictions around when they will travel. So I think that makes those statements really useful. For your team. Yeah. To be able to not, as you say, not give away things unnecessarily or to. Yeah. And to, to monitor, I think sending frequency and things like that because it's hard to know if someone is in market for them for travel when you kind of are only part of the funnel. And we're, we're pretty much at the end of the funnel as well. So that's really difficult as well. Yeah. No. Yes. But basically that you would purchase. Right. Yeah. No. It's really interesting. And I think talking about being at the end of the funnel and something that is also really interesting, I think is the pace around when you actually then arrive at the airport. So obviously you talked about the four pillars of your business, and you're trying to support all of your retailers or your tenants. And in terminal, I guess not just simply to a shopping center would and I guess, like as customers get closer to their trip, you know, could you share a little bit about the approach that you're taking to be able to, you know, support those retailers and tenants that you might personalize to these customers? Yeah, absolutely. So, I guess in the first, in the few days to leading up to the customer coming to the airport, because if they've booked parking with enough lead time, we can kind of start talking to them then. So, we start to send in details on what is on offer at the terminals in the hope that, they will do that last minute shopping at the terminals, instead of going to the shopping centers beforehand to pick up, you know, whatever they need before. Also from a food and beverage point of view. So there's often a perception that F&B, is not of quality or is very expensive at the airport. But at Brisbane Airport, we have an amazing offering of food, and we try to promote this as much as possible. To break down this perception, we also know the moment that someone has entered the car park or is booked to, into the car park, based on their online booking. So we can use this data to send them an SMS, because at this point an email may be too late. With a coffee voucher or a retail offer to encourage them to actually spend while in terminal as well. Wi-Fi also plays a part in the messaging while in terminal. Because we're able to capture more people than just parking customers, which is great. This will be our focus next. So our next project is to start focusing on this data so that we can make the most of it right now. We're not making the most of it, but, it definitely has potential. Yeah, I think it's interesting, as we said, you know, you've got such a captive audience, but like, ironically, so few ways to to capture the data and to and to talk to them. And so every little bit counts and I think, you know, Wi-Fi and being able to talk to customers whilst there are customers or travelers, I should say whilst in terminal is, is really, you know, crucial. Yeah. But even getting an understanding of you know, they may be sometimes a parker. And then we see them come up in Wi-Fi, but they haven't parked. There's a reason why they didn't park. And to try to understand. Okay. So their behavior is that they they're only parking 40% of the time. Are they a business traveler 40% of the time? And their business is traveling a is paying for their parking. And then 60% of the time their leisure travel, and, they're doing it on their own dollars. Are they finding friends or family to drop them off at the airport? So, even from an analytics point of view, it would be really interesting to understand that Wi-Fi behavior as well. Yeah, absolutely. And I think playing into that part. Well, customers as you, as you get closer to the trip and, and terminal, obviously the different you talk about SMS and different channels become quite important. And I think, before we sort of wrap up this, I, there's one last question and then, I'll leave any others for the Q&A, but, around your use of multi-channel. So things like web channel, SMS, digital ads, and how that these create cohesive experiences for your customers. So you're obviously using a really wide spread omni channel approach. Yeah. And how are you using those. And were there any big challenges when you added these new challenges that these new sorry channels? And. Yeah, we're using, yeah. Like you said, web channel, SMS, email for all of that from web channel point of view, that has enabled us to put messaging on our site that is relevant from, say, an email that we send, and then they come through and say the same thing, from a lead gen point of view as well, been able to use, a lot of that as well, which has helped build our database. But yeah, look, way there hasn't necessarily been any challenges as such. I think, the only thing is, is working, I guess with third parties, especially from websites and everything like that, in order to get the, the tech side of things all going, that was probably the only challenge around at all. But, from that, everything seems quite seamless. Yep. Yeah. That's that's so good in and obviously. Yeah, it all. Yeah comes back to that creating relevancy for your customer. Creating personalization. Yeah. Is it as you gave a really good example I think around it's not actually. Yeah. It's too late to send an email often when someone's already arrived at the airport because, I mean, some people will be checking their emails, but not everyone wheras SMS as a, as a much more sort of effective. That's right. And the communications at that point. And we don't use SMS, I mean, just because we, we choose when we use SMS, for all of that because, I think that it needs to be at the right time for people to actually receive that, in a positive way. Yeah, yeah. I think that that a lot of businesses are finding that as well. I think. And when we think about channel, tolerance, SMS is one that customers it can be incredibly effective. But the channel tolerance can be a little bit lower. Yeah. Absolutely amazing. Thank you so much Clare. So I'm very just conscious of time. So what I think I would just say that at one point during this, you know. And it happens that didn't have to have an interview right now. So so we promise and actionable strategies and people are attending today. So I think clear if you want to take a quick breather and then I'll invite you back and will back and, and sort of budgeting this time where we can have a last couple of questions. So as I said, yeah, before we the Q&A, we wanted to just make sure that you've got something to take away from today. So some actionable strategies around how to apply this data driven personalization within your own organizations and teams. And in March this year, Emarsys has released a whitepaper providing practical steps for marketers to take to improve their omnichannel customer personalization experience. So you can I won't have time to go through this in huge detail, but you can download the full whitepaper either here at the QR code or by visiting emarsys.com. So by working to these seven pillars, you can help your organization to build a powerful strategy that meets but also exceeds customer expectations, and it will also drive tangible business results. So I'll get straight to it. So the first pillar is around integrating your data at scale. So we know that in order to deliver these meaningful 1 to 1 experiences on the right channel at the right time, your data absolutely cannot be siloed. It needs to be connected really seamlessly in the form of a unified customer profile. So what you need is going to be working toward ultimately, is the ability to ingest data, analyze it, and then execute on all these 1 to 1 engagements. But that being said, we're also very aware that not there's not, I guess, often that we as marketers can sort of start from scratch and build a full, I guess, data structure and data architecture. So please don't be discouraged if you have confines to work within. So regardless of the scope that you have to play with, you can definitely start by asking yourself some really basic questions. Things like what data do I have available now? What do I know about my customers? What don't I know about my customers? That would be really useful to know? What use cases do I need to use data to solve? So for I guess using the Brisbane airport example, the team have been, I guess, really thorough around establishing the use cases that they really want to be able to execute on. And that has really enabled a prioritized approach to data collection. Think about your wider business data. Is there data that potentially you as a marketer are missing that you could bring across and start to connect into some of these customer profiles? And then how are you going to be collecting this data? Is there a value exchange that's needed depending on the level of data you want to collect? And then also does your strategy drive trust? So as we talked about there are paradoxes at play here. There's obviously concerns with consumers around the data that they're disclosing. Ensuring that you have a really robust data and security policy is going to be critical here as well. As we move into the second pillar, we start to talk about connected commerce experiences. So commerce is happening everywhere all the time. And the customer journey is no longer linear, but it's more like a big assortment of matrix touchpoints. And I think that everyone can relate to this being consumers themselves. So it's all I guess goal ultimately to be connecting these commerce channels across the full spectrum, or from web to SMS to email to social. This is going to help you create those really exceptional and engaging experiences. So you really need to know in order to do this, about the decisions that your customers are making along the customer journey and how they are doing that. So one way to think about this is that decisions actually start with really small moments. So the I want to know moments where someone's exploring or researching. What channels are they doing this on? What do they need to know to help them in their decision process? How can we ensure that this is really smooth and seamless for them? In the I want to go moments people are looking for, or considering their options with a bit more intent. So is this where we can start to become a little bit more, I guess, assertive in the driving and the messaging that we're doing? Then we've got the I want to do moments. So these might come before or after a purchase. So this is where a customer might need your help. And being there with the right content, preferably in real time, is going to be very critical here. And then finally you have the I want to buy a moment so someone's ready to buy, but they might need help deciding what to buy. You might need to be there with the right information to seal the deal on that. The third pillar is around prioritizing customer loyalty, so we know that winning and keeping a customer's loyalty will require strategies that are dedicated to building these long lasting relationships. And this is regardless of whether you have a formal loyalty plan or not. So obviously, loyalty can fuel personalization to drive greater loyalty. So what this means is that loyalty is something as a tool that is going to encourage customers to identify themselves. It's going to encourage them to make more purchases. Or have more engagements with your brand. That in turn, will feed the data available to you on that, contact or that person, which allows deeper personalization, which in turn builds more loyalty. So, as I said, even without a formal plan there, you can still look to do things like, drive retention and loyalty through things like personalization and segmentation and different, lifecycle programs. As we think about considering the context, relevancy and real time. Key here is that relevancy starts with intelligence. So how do we start from the start with what we want to be collecting from our customers, but then also making sure our messages are always relevant and where possible, real time. So I think sometimes it's easy to forget that, our Channel strategy may not be exactly the same as a customer's channel preferences. So how do we start to think about this within our lifecycle programs, as well as potentially our promotional campaigns? This example here looks at intelligent lead capture, where we've asked for a customer's essential information up front. As we go further down the pathway, we're starting to understand them a little bit deeper and then ultimately to the information required to enrich their experience. And then as I move on to personalizing at scale with AI, this is obviously a huge, I guess, talking point at the moment with marketers, but it's looking at how can we use AI to empower ourselves as marketers to both automate and scale 1 to 1 personalization? So looking at using AI functionality like what's available in Emarsys to help determine which content is going to be the most relevant for a specific customer, and when and where it should be delivered to have the most impact, as well as on which channel. So this can also really enrich customer profiles with predicted scores, which will tell us when a customer is most likely to convert, churn or remain inactive to take some of the heavy lifting and decision makers and decision making away. As we move on. We then come to personalizing experiences across channel. So again, coming back to not making that mistake around personalizing for the channel, but instead making sure we're personalizing for the customer. So customers will often move across channels really seamlessly. So it's really important to remember that in your own strategy and understand how your particular customers are working across channels, and how they are engaging with you and how they want to be engaged with. Considered channel tolerances here as well. So we talked about SMS. And how SMS has a lower channel tolerance. Think about where you want to use the channels that have a lower tolerance, and make sure those in those use cases are prioritized. And then you can use your higher tolerance channels for a much wider range of communications. And then finally the seventh pillar. Measuring results and predicting what's next. So we need to really be able to have a sense of what's working and what's not. So having data visibility to measure, optimize and then repeat what is successful. So you want to have visibility on your customer lifecycle. So things like your number of leads the active and churning customers you have. This is going to help you focus your efforts on what is going to shift the dial in the right direction. You want to understand the channel impact. And so you want to understand how your customers are using and engaging across channels. But what also at what points in time that engagement is happening. And then of course revenue is super critical here as well. So understanding how much revenue generating what's the impact on purchase frequency. What's the average order value. What are your retention rates like. What's your win back rate like and any other relevant metrics. And then finally looking at how you can use AI to figure out what a customer might buy, what when they'll buy it, and what channels, values and how much they'll spend. So that's part of that optimization cycle to repeat. So that's the seven pillars of personalization. Hopefully it helps provide you with some steps to unlock your data for those meaningful, relevant and personalized interactions. Now again conscious of time so you can time. I've said it. I'm going to invite Will and Claire back. We've answered a couple of questions as we've gone, but I think, Will, we probably got time for maybe 1 or 2 more. We do. First of all, Laura and Claire, thank you very much. That was an amazing session. Very insightful and very practical. So thank you for being so open and sharing your journey in your business. Claire, there has been a lot of questions in the Q&A button and also the chat. There's a couple I just wanted to summarize. One really simple one, Claire, is what advice would you give someone starting their data led journey with Emarsys? Thank you. My number one, piece of advice. Piece of advice is get your data, team on board before you even even start. We have really, worked really closely with our data team, for the last, say, 18, 18 to 24 months. And we didn't get much traction before that. But as soon as we started working with them and we're a little team within ourselves as well, there's two of us from marketing and two from data, from the data team. And we meet, twice weekly, to make sure, on just purely Emarsys, things. And we just make sure that, we're all on the same page and they're on our journey with us, which is fantastic. My second piece would be, before loading any data, make sure you have an understanding of Emarsys, educate yourself on the different data feeds and the pros and cons of each, so that you can use the data with the best way possible. So, for example, we had to start from the very beginning. And we've made rules that we only ever trigger of contact data. We only ever use sales data for analytics and we use our for segmentation. So just be super, super clear on, on what data is going into which feeds and how you're using them as well. And then Laura's touched on it quite a few times, but just being very clear of your use cases before undertaking any project. So if you're, you know, launching an ecom platform, talk to them before you even start the, the web build. And you need to understand what data they can provide you, how it's flowing through, how you can receive it, before you even start that build. Yeah. Excellent advice I think internal stakeholder alignment data hygiene and you know the the project resources and use cases is always critical for every project. I'm glad it's been a few questions around loyalty actually. does Brisbane have a Brisbane airport have a loyalty program. Or how you how you thinking about loyalty? Yes. The loyalty question. So this is a really tough one at an airport because we often lose, that connection to the customer once they enter the terminals because, they, by all means, not our customer anymore. They're the the retailer's customers or the airline's customers, so we can't track them. Once they make a purchase at a restaurant or a specialty sauce store. So it's very difficult to have that whole of airport loyalty offering. Right? So in order for loyalty to work at the airport, we need to get all of our tenants, our retail tenants on board. And this is a massive, massive job in order to get everybody, running the same system or being able to at systems, being able to talk to each other. So there's some quick wins that we're looking at, in order to reward our frequent and high value customers. But the whole loyalty discussion is a much wider engagement. So, we've had this conversation many, many times as a team, and we believe that, you get one chance, with a loyalty program. And we're definitely taking our time to get it right. And or, you know, try to solve those barriers before we, we even start with the loyalty. What's this space? Yeah, I think that's probably all we have time for today. I wanted to just say thank you so much to Claire and Laura for, giving up your time and sharing your journey on Emarsys, Claire, and the insights and practical tips that others can take away from the discussion today. So thank you, Laura and Claire. Everyone else on the call, thank you very much for joining the webinar today. If you wanted to continue the conversation with Emarsys, if you're an existing customer, of course you can work with your Customer Success manager to learn more about Laura's team, the Strategic Services team, and the support that they can give you. And if you're new to Emarsys, then the best thing to do is use the Contact Us QR code on the screen, or come to Emarsys.com website. And Laura has also shared here the free copy of the seven Pillars of Omnichannel Personalization Guide that you can read and add more context to what Laura shared before. But for now, thank you very much for joining today and we hope to see you at the next Emarsys webinar.