10. After 4 years, plenty of
books, hundreds of
podcasts, two CMO jobs,
constant double-digit online
sales growth and my own
travel digital marketing
webiste. . .
12. CMO at Car Target Group –
umbrella company for two
rent-a-car brands;
vehicle-rent.com (B2C) and
car-target.com (B2B)
Founder & Editor-in-Chief of
diggintravel.com –
content platform for
smarter travel marketing
13. Vehicle-rent.com (B2C) Car-target.com (B2B)
Car Target Group
Online rent-a-car booking platform
115.000 bookings in 2016
250.000 planned for 2017
Germany, UK, France, Spain, Portugal,
Brasil, Russia, Italy main markets
New B2B platform for travel proffesionals
to do rent-a-car bookings
Plug & Play solutions, no investment
needed
14. If I could do it, you can do it too.
. .
. . .but get out of your comfort
zone.
24. Less tools, more people
“Spend only 10% of your budget on your
Web Analytics Tool. The other 90%
should be spent on your living and
breathing web analysts.”
-Avinash Kaushik
26. 1. Continuous learning
Hire attitude, not skills
• Passion for learning (knowledge is
easily accessible)
• Don’t be confused about roles (data
scientist, content manager, social media
manager…)
• Hire good people (you will figure out
roles later)
27. 2. Agile
It’s not just a business model,
it’s an attitude.
• Scrum
• Empowering people, build ownership
• Own or at least be active in the
development process
28. 3. Data driven
Don’t speculate, measure
• Google Analytics
• BI
• Customer Service, surveys & NPS
29. My experiences
• Act FAST
• Adria (took too long, 2 years to
build a team)
• Car Target (6 months in) making
of a great team
30. Outsourcing vs. In-sourcing
• In-source key processes
• Car Target examples:
• SEM - adWords, SEO, Analytics
(out-sourced execution and setup
, co-work on strategy, in-sourced
management)
• Website development (100% ecom
business, innovation, agility are key
long term in-source)
31. People & Organization
• Agile
• Integration vs silo org (example
acquisition, conversion, retention)
• Map customer journey
• Map and communicate goals
34. Marketing role?
“Because the purpose of business is to
create a customer, the business
enterprise has two – and only two –
basic functions:
marketing and innovation.
Marketing and innovation produce
results; all the rest are costs. Marketing
is the distinguishing, unique function of
the business.”
-Peter Drucker
35. Where in your company are
development and
innovation?
David Packard of Hewlett-Packard
once observed that “marketing is too
important to be left to the marketing
people.”
Are you in?
38. Step 1: own business goals
vehicle-rent.com example:
1. COMMERCIAL GOALS
Margin per order = Revenue per order – Cost per order
Net Margin = margin per order x bookings
2. CUSTOMER CENTRIC GOALS
NPS
% of direct channels bookings
Loyalty (customer frequency)
42. Key Digital Processes
Online B2C business
CUSTOMER ACQUISITION
Get more visitors
CONVERSION RATE OPTIMIZATION
Convert visitors to customers
AVERAGE ORDER VALUE & FREQUENCY
Sell more to existing customers
47. Customer Acquisition
Which channels, media. . . option?
THREE RULES:
1. Understand your customers (who &
where)
2. Choose the best channel mix for YOU
3. Start bottom-up (if you are new) –
demand fulfilment vs demand
generation
50. Customer Acquisition Examples
Two cases, same industry, different approaches
ADRIA AIRWAYS
Whole funnel, moving up – integrating digital in all processes
Digital is one of the channels
Key markets (Slovenia, Albania & Kosovo) with all funnel
activities (offline, online, performance)
VEHICLE-RENT.COM
Growth-hacking, performance focused
Digital is THE channel
Conversion Rate Optimization is key
Building own traffic and retention (long-term)
51. Customer Acquisition
Build assets, not campaigns
EXAMPLES
Own(ed) media channels, Blogs, email lists,
digital portals are assests
TV ads, Banners, PPC are campaigns
55. Conversion Rate Optimization
Implement proper systems
OUR CASE - GA VS BI
GA before booking and booking funnel
BI consolidation, detailed booking analysis, all channels
Agile BI changed the culture (data-driven) and
profitability in 3 months
56. Conversion Rate Optimization
“Spend only 10% of your budget on your
Web Analytics Tool. The other 90%
should be spent on your living and
breathing web analysts.”
-Avinash Kaushik
What?! This slide again?
58. Conversion Rate Optimization
Test and optimize
TESTING
Our goal is to have independent and on-going
testing process
Currently ad-HOC, dependent on 3rd part
development
63. Average order value & Frequency
Upselling post-purchase
Map your customer journey and key
touchpoints
Use email and marketing automation to
communicate with your customer before
key touchpoints
64. Average order value & Frequency
Upselling post-purchase
“Transactional emails have 46% open
rates compared to 17% for non-
transactional emails.”
66. Average order value & Frequency
Cross-selling
Always think of what additional products and
services are typically purchased before, with
and after your products when you’re
considering potential cross-selling partnership.