Digital Travel, Leisure and Entertainment Roundtable Round-Up: 23rd March 2016

by Stephanie Lamerton

From email signup best practice to remarketing strategies, here we compile the main points from our roundtable event held at The Hospital Club, Covent Garden:

How The UK’s Largest Bus And Coach Company Is Driving Competitive Advantage Through Digital Transformation

Peter Barker, Chief Technology Officer, Rufus Leonard


The digital marketing industry is fond of terming its own words and phrases, and one of the most recent to feature in many a blog or conference is ‘digital transformation’. However, despite being overused, not everyone knows exactly what it means. It is only when you do, that you will have the key to achieving positive results.

In this presentation, Peter talks about defining ‘digital transformation’ and how it has influenced his work with Stagecoach, where the company’s one billion yearly passengers are encouraged to get on-board both the campaign and buses. Expect first-hand case study examples, insight into detailed KPIs and top tips on testing.

Watch Peter’s presentation in full here.


To Sell Or Not To Sell – That Is The Question

Jill Brittlebank, Senior Director, Strategy & Analytics, Zeta Interactivejill

Jill’s presentation focuses on successful CRM programmes and the balance between business and customer needs that influence them. She discusses the correct time to send and not send a message for commercial growth, how personas can inform your work and why customer contact planning is essential for sustained customer value.

In her “whistle-stop tour” of a CRM, Jill touches upon a marketers approach; what is too much, too little or just right. She explains it’s all about understanding your customer segments, their journeys and where and when is best to engage with them along the way.

Jill says, “It really is about balancing customer engagement with commercial value”

Watch Jill’s presentation in full here.

Breaking Down The Silos: A Look At How Combined Efforts Can Lead To Massive Results

Kirstin Milne, Consultant, IBM Marketing Cloud

Kirstin believes every business has its ‘off days’. Perhaps web traffic slows or a campaign costs more than you thought. However, she states that with clever planning and smart action you can break down ‘silos’ and give your site traffic a boost.

Kirsten’s presentation covers topics such as the use of data from multiple sources to inform your marketing work and remarketing after an email campaign. She points out that, although important to be flexible, consistency across all devices and platforms should be achieved to bring customers together and retain engagement. The more personalised you can make the customer experience, the better.

Watch Kirstin’s presentation in full here.

Hitting the Mark – Examples of Email Marketing Best Practice

Skip Fidura, Client Services Director, dotmailer

skipDuring Skip’s presentation he draws attention to dotmailer’s annual email benchmarking report, Hitting the Mark, which alongside case studies from Odeon and Barbour, is used to reflect on the real-life marketing issues of some of the country’s biggest businesses and what they have done to resolve them.

Segmentation and automation are key focuses of Skip’s talk. He also encourages you to think about your email lists and how you can integrate them with your social media channels to drive engagement and conversions.

His best practice tips include setting up a welcome program which helps collect user data or a homepage popup to gain email newsletter sign ups; something that resulted in his client, Barbour getting 20,000 new email addresses in just three months. A 1,667% increase on the previous period!

Watch Skip’s presentation in full here.


Leisure Travel