Finalist: Best use of the Apteco Marketing Suite Award 2017

NEC & CACI

The Apteco Marketing Suite™ is at the heart of the NEC Group's CRM strategy and marketing communications activities.

Background

Client
NEC
Partner
CACI
Industry Sector
Leisure
Key Marketing Objective
Implement stronger, more personalised CRM activities

The Challenge

The NEC Group welcomes over four million visitors to its venues and hosts over 900 events each year. Since the opening of the NEC in 1976, the NEC Group has been at the forefront of the live events industry, with a passion for event excellence. Their people and brands connect each part of the live experience through venues, content, services and data - and by utilising their extensive portfolio, the NEC group helps organisers to create the perfect event.

Within its portfolio are three high profile and consumer facing brands:

  • The Ticket Factory

  • Genting Arena

  • Arena Birmingham

Hosting over 150 events annually in both arenas means the group needs to focus on meeting the demands of their event promoters and ensure tickets sell out in a timely manner. The NEC Group's previous system, was very restrictive in creating automated multi-stage campaigns and a single customer view could not be attained to support their CRM strategy.

We have finally been able to achieve our goal: to send personalised communications whilst also ensuring the right customers are notified of events, at the right time.

The Apteco Solution

The NEC Group license the Apteco Marketing Suite™ via their chosen Apteco approved partner CACI. Sitting on top of the single customer view (SCV), developed and hosted by CACI, Apteco FastStats® and Apteco PeopleStage™ are at the heart of the NEC Group's CRM strategy and marketing communications activities.

Apteco FastStats
Apteco FastStats
Apteco PeopleStage
Apteco PeopleStage

Apteco FastStats® and Apteco PeopleStage™ supported the CRM objectives for the NEC Group by working with event promoters to bring understanding to complex customer journeys in order to implement relevant, timely and personalised communications that delivered incremental revenue, by selling more tickets, faster

The robust and sustainable platform ensures email communications are smarter, more timely and targeted, which in turn results in higher engagement. The ability to automate complicated customer journeys coming on sale, has also increased.

The impact on the business

Improved email open rates

The single customer view designed and hosted by the NEC Group's partner CACI, was integrated with the Apteco Marketing Suite and their Email Service Provider, which meant that all customer interactions with the NEC Group could be incorporated and this produced highly targeted prospect selections utilising data held in Apteco FastStats®.

email open

Average open rates up from 27% to 48%

Product Development

The most efficient aspect of using Apteco FastStats®, for the NEC Group was the ability to score every single customer on the database with a likelihood to buy for the Top 30 events on sale in a specific week with little or no effort after the initial set-up. Analysing previous ticket buyers and examining which customer segments best fit this event.

Customer Insight

Additional £350k revenue generated

Extra tour dates

Positive feedback from promoters has resulted in extra tour dates for Take That, The Killers, Lady Gaga and Neil Diamond.

Switching

Extra tour dates booked

Saved time

Automated journeys have freed up around 15% of the CRM team time to focus more on analysis and campaign evaluation.

Questionnaire

Freed up 15% CRM team time

Using the Apteco Marketing Suite™ has enabled us to reach a point in our marketing strategy that could not have been realised before. We are smarter in our contact strategy and developing journeys has freed up the data teams to complete more campaign analysis, allowing them to make refinements to selections through better targeting and evaluation.

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How can we help you?

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