Integrated Systems Events (ISE) wanted to professionalize and tailor communications about its events to individual customer characteristics. By building a 360˚ customer view of visitors - across multiple trade show editions - ISE is able to provide relevant content based on complete customer data.
From the early years of 2004 to 2016, each trade show edition of ISE had its own visitor registration database. The lack of a complete customer view led to little streamlined communication and unnecessary costs. For example, customers could be informed about exhibition areas that did not interest them. In addition, ISE was spending a lot of time on visitor acquisition marketing campaigns by processing data from different databases and systems. This had to change. ISE decided to merge the customer information accumulated per trade show edition into one 360˚ customer view.
360˚ customer view
In the Ternair Marketing Cloud, different ISE systems with customer data (N200 and Salesforce) are linked into a marketing database. This data is standardized, matched, deduplicated and merged. This creates a 'golden record' per customer.
In Ternair's marketing automation solution, target groups are selected and personalized emails are created and sent based on dynamic template(s): within one layout, all parts of the newsletter (sender, subject, content) can be personalized based on, for example, visit frequency and interest profile.
In addition, Ternair Marketing Cloud takes care of the automatic administration of subscriptions and unsubscriptions for the ISE newsletters, as well as the subscription management and return process of the ISE magazines.
