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Kunden-Case

PIERRE & VACANCES CENTER PARCS: Nutzung von Precision Marketing als ROI-Multiplikator.

Reise-Unternehmen

WATCH


In this video, Gregory Sion and Fanjuan Shi of Pierre & Vacances Center Parcs Group explain how Artefact’s data-driven marketing solutions helped them triple savings, generate new leads and boost sales — in just 10 weeks.

Herausforderung

For more than 50 years, Pierre & Vacances-Center Parcs (PVCP) has built its growth on the synergies between real estate and tourism.

 

The travel market is unique due to its long window of reflection prior to decision-making: Internet users begin prospecting around 80 days before their vacations and book, on average, 55 days before departure. These time frames contrast with traditional digital immediacy. Campaign orchestration is, therefore, key to maximising conversion of prospects during the lengthy consideration process.

 

Die PVCP-Gruppe erzielt in der Regel 54 % ihres Gesamtumsatzes über die Marken-Websites der Gruppe. Daher hat das Unternehmen vor einigen Jahren beschlossen, seine Einkaufsabteilung zu internalisieren, um einen genaueren und umfassenderen Überblick über seine SEA-, Display- und sozialen Hebel zu erhalten. 

 

Heute möchte PVCP seine technologische Kompetenz stärken und seinen datengesteuerten Ansatz weiterentwickeln, indem es neue Talente gewinnt und gleichzeitig den bestehenden PVCP-Mitarbeitern neue Herausforderungen bietet. Die Gruppe möchte außerdem prüfen, wie sie ihre Leistungen steuern kann, indem sie ihre großen Datenbestände vollständig ausnutzt, um den ROI zu maximieren und die Verteilung digitaler Investitionen zu optimieren.

 

Um PVCP zu helfen, war Folgendes erforderlich: 

  • mehr Leads gewinnen und gleichzeitig Medieninvestitionen reduzieren,
  • den datengesteuerten Ansatzes von PVCP verstärken, um die Leistung mit KPIs zu steuern,
  • neue technologische und analytische Fähigkeiten in das Beschaffungsteam einbringen und Synergien mit der analytischen Abteilung schaffen.

Lösung

To address PVCP’s objectives, we used the SWAT approach. This agile consulting method enables rapid and efficient identification of creation and value optimisation levers.

 

Unlike classical approaches, the SWAT method ranks tasks by priority, allowing them to be addressed one by one, so the team shares a consistent vision. It incites participants to think outside of their usual parameters to free their creativity, reveal obstacles which wouldn’t have been otherwise identified, and propose new ways to generate business value.

 

Our dedicated team worked in commando mode to analyse, audit and develop working hypotheses. Working closely with PVCP’s teams, we broke our mission down into three phases:

 

1. Track down savings in tools

 

The PVCP group has a digital investment policy and seeks savings to reinvest them at a higher level of ROI. We audited their search, display, and social tools to identify eventual setup or methodological problems and optimise ROI of their media investment. This was the longest phase, as we explored a maximum number of hypotheses.

 

Artefact led the mission in an iterative manner with PVCP, offering their teams hypotheses (identified based on data analysis) on where savings could be made, followed by real-world testing to validate or amend them. We found new value in the very first week, with clear visibility on savings made during the course of the mission.

 

2. Increase ROI by generating new leads

 

After optimising the setup and methodology, we deployed new DCO (Dynamic Content Optimisation) tools to increase the efficiency of our targeting. We also recommended a new data gathering and managing infrastructure which is currently in deployment. 

 

In partnership with Google, we worked on PVCP’s data architecture, showing them how to integrate their CRM data and automate and create audiences and segments in the Google environment. These audiences allow the client to push targeted messages via DCO, increase relevance and engagement on display, and change the bid strategy according to each buyer’s profile.

 

We are planning long-term support to successfully implement and sustain this vision. We also suggested using a Customer Data Platform (CDP), such as Tealium or Oracle CX Unity, to centralise and store all customer data in a single tool.

 

3. Rethink the organisation

 

Finally, after observing how the PVCP teams interacted, we organised them by vertical (SEO, SEA, social, display) to avoid investment conflicts. The proposed reorganisation steers PVCP toward a matrix model, designed to foster continuous innovation on all channels thanks to a cross-department vision while retaining an excellent level of expertise. 

 

We have now installed a “Champion” in charge of piloting the search for savings and new leads, challenging each channel to come up with ideas for budget and ROI optimisation. The Champion will also arbitrate on how to reinvest the budgets saved thanks to these new best practices.

 

For each project, we also assigned a data analyst, a media expert (specialised in travel), a data consultant, and a chief methodologist to offer an end-to-end vision, deploy SWAT, and find value. These four complementary profiles enabled an exhaustive examination of and approach to the problems of PVCP. 

Ergebnisse

Das ursprüngliche Einsparziel wurde erreicht und in nur 10 Wochen verdreifacht. Hierdurch wurden Reinvestitionsmöglichkeiten geschaffen, um neue Leads zu gewinnen und zusätzlichen Umsatz zu generieren.

 

Diese ausgezeichneten Ergebnisse wurden durch Optimierungsansätze unterstützt, die einen höheren ROI garantieren. Sie zeigen die Effizienz des SWAT-Ansatzes: Dieser bringt kreative und neue Hypothesen hervor, indem er das konventionelle Denken durchbricht und die Teams dazu bringt, Möglichkeiten zu entdecken, die über die vordefinierten Ziele hinausgehen.

 

Die Organisation unserer Agentur in eng miteinander verbundenen Teams ermöglicht es uns, die Arbeit möglichst schnell voranzubringen und gleichzeitig zuverlässige und schnelle Änderungsmaßnahmen mit dem Kunden zu entwickeln.