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No Reservation? No Problem! OpenTable and Marketing Cloud at Your Service

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No Reservation? No Problem! OpenTable and Marketing Cloud at Your Service

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From helping restaurants grow and run their businesses, to enabling diners to discover and book the perfect table every time they dine, OpenTable’s story is one of connection—among diners, restaurants, and their communities. Through its mobile app and online reservation system, each month Open Table manages an astounding 16 million reservations for 32,000 restaurants—generating over 450,000 customer reviews.

Join us to learn how Scott Jampol, SVP of Marketing, leverages Marketing Cloud to ensure an appetizing experience each and every time. You’ll hear how diner profiles and recommendations enable 1:1 personalization for emails, SMS, and push notifications, and how user generated content empowers social connections.

From helping restaurants grow and run their businesses, to enabling diners to discover and book the perfect table every time they dine, OpenTable’s story is one of connection—among diners, restaurants, and their communities. Through its mobile app and online reservation system, each month Open Table manages an astounding 16 million reservations for 32,000 restaurants—generating over 450,000 customer reviews.

Join us to learn how Scott Jampol, SVP of Marketing, leverages Marketing Cloud to ensure an appetizing experience each and every time. You’ll hear how diner profiles and recommendations enable 1:1 personalization for emails, SMS, and push notifications, and how user generated content empowers social connections.

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No Reservation? No Problem! OpenTable and Marketing Cloud at Your Service

  1. 1. The New World of Marketing Scott Jampol, SVP Marketing @sjampol
  2. 2. Meet  OpenTable  
  3. 3. Help diners find the perfect table
  4. 4. Help restaurants manage tables and guests
  5. 5. These work together so when you decide, the restaurant knows you’re coming
  6. 6. We  connect  diners     and  restaurants  
  7. 7. 7  7   OpenTable’s  original  vision  was  to  connect...   &   Diners   Where  and  when   should  I  eat?   Restaurants   How  can  I  be:er   serve  my  guests?      
  8. 8. 8  8   Online  reserva9ons   Diners   Where  and  when   should  I  eat?   Restaurants   How  can  I  be:er   serve  my  guests?      
  9. 9. Today  our  vision     is  bigger  
  10. 10. To  power  great     dining  experiences  
  11. 11. 11  11   We’re  connec9ng  diners  &  restaurants  in  new  ways...   Last  Minute  ReservaCons   Real-­‐Time  Communica9on   Mobile  Payments   Diners   Where  and  when   should  I  eat?   Restaurants   How  can  I  be:er   serve  my  guests?      
  12. 12. With  a  new  vision,  comes     new  markeCng  challenges  
  13. 13. 13   What  worked  in  the  past,  may  not  anymore   Old  way   New  way   Team  structure   Siloed   Fully  integrated   Customer   communicaCons   Primarily  email   MulC-­‐channel   Measurement/ a:ribuCon   Last  click   MulC-­‐channel   Primary  plaOorm   Desktop   Mobile     Loyalty  rewards   Higher  frequency   More  data  
  14. 14. Building the modern marketing organization •  “I was told there would be no math” •  Content is essential •  The product team is your sibling; acquisition team your spouse •  Data is your super power •  Be agile and (fail) fast
  15. 15. Engagement Marketing is not just email •  Marketing is not just for marketing anymore •  Once you identify intent, “drive a bus through it” •  Ask your diners how and when they want to hear from you •  What was “creepy” isn’t so creepy anymore
  16. 16. With multi-channel, comes attribution pain •  Last click attribution may be dangerous •  Need the (right) data in one place •  ROI is more philosophy than exact science •  It doesn’t matter if it doesn’t scale
  17. 17. Even “mobile-first” undersells the importance •  Google has already tipped •  What is “mobile optimized?” •  Mweb & apps are different animals •  When should you ask for the install? •  Know why consumers use (or don’t use) your app
  18. 18. Reinventing the loyalty program •  People will share a lot if you promise better experiences •  But if you ask, you have to use it •  Personalized experiences > “cash back” for many consumers •  Reward good behavior, not just frequency
  19. 19. Key things to remember It’s time to rethink the marketing org structure Engagement opportunity is much more than just email Reward people for giving you data and for good behavior, not just frequency 1 2 3
  20. 20. 20   Experience  the  new  OpenTable  for  yourself!     Find  and  book  a  parCcipaCng  restaurant:   pay.opentable.com   $20  credit  with  promo  code  CONNECTIONS   Code  expires  6/30/15  
  21. 21. Description here. Container resizes as needed.   Sco:  Jampol   @sjampol  

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