Dimitri Maex, från den digitala byrån OgilvyOne, som har stor erfarenhet av att driva och förändra marknadsföringen efter nya förutsättningar. Han har också skrivit boken ”Sexy little numbers” som ger tips och råd kring hur du kan utnyttja den information om dina kunder som du redan har tillgång till för att bättre förstå vem du pratar med och vilka preferenser de har.

1. HOW TO GROW YOUR BUSINESS USING THE
DATA YOU ALREADY HAVE

2. “Customer Engagement
Agencies focus on
defining customer-oriented
business strategies. They
help clients maximize
customer profitability and
optimize customer
experiences by applying data
and analytics to every
interaction.”

3. DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT

4. DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT

6. +30% lift in ROAS

8. 16%
26%
31%
emotional combined rational
Source - IPA - Binet & Field

9. DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT

11. DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT

12. DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT

13. • Body Level One
• Body Level Two
• Body Level Three
• Body Level Four
• Body Level Five

14. INCREASE AWARENESS OF BA’s OFFERING TO AMERICAN INDIAN TRAVELERS
INCREASE SEAT BOOKINGS FROM NA TO INDIA
!
CREATE A PLATFORM FOR ADVOCACY WITHIN COMMUNITY GROUPS

15. 2 3
4 5
PERSONA JOURNEY
ENGAGEMENT BLUEPRINT EXPERIENCE MAP
1
ENGAGEMENT IDEA

16. Mode!
Persona
Persona!
Ratneesh - Indian Expat
View!
Profile Overview
27 years old
Indian Expat (9 years)
Astoria, New York
$73,000
Engineer
Married, 1 son
Basic Demographics
Being Indian is who I am. It makes up the very fiber of my being from
my favorite dishes to my very beliefs. Being away from home is tough,
but I decided to build a new life here because of the opportunities
there are in the US. I go to India to visit my family once a year, usually
in December when the weather is less hot. We’ll get a wedding
invitation months in advance and begin planning. We try to stay as
long as possible and try to find the cheapest flight that won’t sacrifice
too much comfort. I typically work with a travel agency that was
recommended by a friend. I trust them to get me a good deal. If not
that, then I’ll check sites like Kayak. The hardest part of planning is
fitting into everyone’s schedule. When I can, I look for direct flights, or
flights with a short layovers.
!
When we finally arrive home, we are inundated by relatives, many of
whom are waiting at the airport. We stay with relatives, and the family
flows in and out of the house where we’re staying. There is tons of
food, so we always end up overeating. Ironically, I’ve never actually
seen much of India, as most of my time is taken up seeing friends and
families and attending the week long events around the wedding.
Attributes
Family
Good Deal
Wants Respect
Self
Comfort
Wants Warmth
User Needs Cultural Tension Devices & Platform
• Western carriers don’t understand me or
my culture
• It’s difficult being away from your family
• I prefer being loyal to Eastern airlines
• Cultural Relevance
• Excellent product for competitive
price
• Treated like family
Influencers
Family
Travel Planners
Previous Experiences
Purchase Channels
!
SMARTPHONE TABLET LAPTOP
Gaming:
!!
Apps:
!!
Websites:
Candy Crush, iRangoli, Super
Badminton
!
Kayak, What’s app, Viber, Yoga, Saavn,
Skype, iCC Cricket World Cup
!
Times of India, ESPN, Orkut, Bollywood
Life, Blogger, Reddif
Social
Brands
Greaves:
A travel agency, with offices in both North America and India, who specializes
in helping plan trips to the Indian sub-continent. It is a family run agency and
very popular amongst Indian expats like myself because of its personalized
touch to the journey.
!
Family friend, travel agent:
I often book my flights through our family friend, who has been running a travel
agency for years. She knows exactly what’s important for me in my journey and
I know I can trust she book the best flights for me and my family.
!
Airline’s official website:
When booking online independently, I prefer to book through the airline’s official
websites as I trust them more than discount travel websites such as Expedia.
Facebook Linkedin Orkut Twitter
Moodboard
!

17. Mode!
Persona
Moodboard
View!
Moodboard
Persona!
Ratneesh - Indian Expat

18. +
Positive!
Engagement Fuel
-
Negative!
Engagement Fuel
Engagement
Opportunities
1
Expat Duty Planning/Booking Flying
Ultimately, I want the
easiest and quickest
I try to book around 6
months in advance for
Demonstrate that Western airlines can be the
airline of choice for Eastern-bound travelers by
emphasizing the cultural connectivity using
culturally relevant imagery, language in
communications, and placements of banner
ads and distribution lists.
Change the perception of western airlines:
demonstrate warmth and call out the “little
things”. Make flights more respectful towards
Eastern cultures: changing food options,
entertainment choices, and carefully
considering layovers offered.
my trips.
2 3
Advocacy
4
I’m willing to try a western
airline, they feel like more of a
trusted travel partner and less
distant than before.
Emphasize the value of flying with the airline
by highlighting its service and loyalty program
and the in-flight experience, culturally adapted
specifically to the respective flying routes.
Introduce and champion the benefits of the
airline’s loyalty program (Airline’s executive
club, household accounts).
I’ve heard, and felt, that
some WEstern airlines
just doesn’t really “get”
or respect other
cultures.
That was the best flight I’ve had,
I’m going to share my experience
with my friends and family
members and encourage them to
go home too.
I haven’t seen my parents in almost a
year. I think it’s time to start looking for
a flight home.
It was a good experience,
but I expect that from any
airline. What’s to tell? I’d
rather talk about my time at
home and seeing family and
friends.
Any airline can serve Indian food
and have their hostesses put on
saris - but, that doesn’t mean
they get me or my culture.
Airline carriers seem to be trying
new approaches. I like when they
offer things I’m really excited
about: food, movies, flight times.
It’s important to me
that the airline offers
good service and a
loyalty program - but
they must fly the routes
I usually travel.
From what I’ve heard,
Western airlines are
pretty cold and stuffy,
I’d rather fly with an
airline from the East
who are more in tune
with my cultural
preferences.
Airlines who have layovers in nice
airports, have new fleets of
planes and comfortable seats are
more attractive to me.
I got an invitation for a
wedding back home -
I’d love to go, but it
seems to expensive
and complicated to get
there.
I fly with my whole family,
and my first concern is that
my children will enjoy their
journey to the East- it’s a
long trip, so the flying
experience needs to be
comfortable.
Sometimes, I leave the
decision of the flights I
book to my travel
agent, who is a family
friend.
travel time.
Western airlines have
begun offering deals
around the big holidays
back home in the East,
I’m sold!
I should go back - it makes more sense
for me since my parents are too old to
travel.
It’s so expensive to take
my entire family to
India.
I’m going to take a few
weeks off from work.
Phonecalls and digital images don’t
make up for me being away. I feel
guilty.
Mode!
Journey
View!
Journey Overview
Persona!
Ratneesh - Indian Expat

21. 1M views
!
23mm twitter impressions
!
65% increase in sales on ba.com
!
75% increase in sales on otas
!
59,000 incremental PSJs
!
worth more than £13.4M.

22. THANK YOU!