CCB has been using HubSpot for 4 years and have a solid marketing strategy which aligns with their business goals. They started their journey with thalox in the beginning of 2022, being one of Thalox’s pilot customers. This has revealed to be an opportunity for them to step up on their email engagement, and for us to learn with a great team with a promising marketing strategy. Their biggest challenge so far is to get the right people engaged.
The ultimate goal for their business is to get more people to buy tickets and get the yearly subscription card (CCB card with extra benefits for event goers). But first, it all starts with engagement. When you’ve captured your audience attention, really listen to their behaviour, and give them more of what they look for, you’re prone for a big win.
thalox solves two main pain points that many marketers struggle with segmenting their database and getting higher engagement rates. We are using AI together with years of marketing expertise to solve it. In CCB's case, having thousands of marketing contacts and millions of marketing events in HubSpot, they really needed to use their own data to qualify their contacts, and thalox enabled them to just that. It provided 3 segments based on how engaged their audience was with the emails they sent them: high engagers, dormant potential, inactive or Indecisive. These segments are based on all historical data activity that their database holds. We extract the data and run a Machine Learning Model on it to predict their future behavior.
Having insights into the data and their future behavior, especially when you have thousands or millions of touch points or activities like CCB has, it’s only possible with AI. Each contact got a Thalox Engagement Score (TES) assigned which translates to the probability of clicking in a newsletter, and therefore, engaging. These segments were pushed into HubSpot. CCB would filter these segments out by contacts who subscribed to the weekly newsletter and send it promoting the events happening during the week.
Deep data insights
Another feature that CCB is benefiting from is the deep data insights they get, along with every new prediction. CCB has a very rich and broad database. This means that, on one hand, they have so much potential and information derived from years of good and active email marketing. On the other hand, this could mean having specific or single-use fields/proprieties in HubSpot with not very relevant data in them, as they end up not being used a lot of times. The model provided them with deep insights about which fields are contributing to their contacts' email engagement, and how complete and rich their data is. For CCB, this meant an opportunity to improve their data quality and have a clearer vision of it.
The bar chart on the right shows the click-through rate for 5 email campaigns before CCB implemented the Thalox Engagement Score (TES). The one on the left side reflects the average CTR for CCB's campaign's before Thalox, and in comparison, the average CTR for the first send-outs across 5 predictions (after Thalox). The chart below those two shows the breakdown of CTR across all segments in all 5 predictions.
We will be using the KPI Click Through Rate (CTR) to present the results.
Results of the 5 predictions
When running an A/B test for the Dormant Potential, CCB's team sent the winner to the High Engagers, plus the Inactive and Indecisive ones. The result showed a CTR above average in both segments.
CCB is a big Cultural Institution in the center of Lisbon, Portugal. The Centro Cultural de Belém is operated by a Foundation whose purpose is to promote culture, developing and disseminating new creations in all of their different forms, from classical music to jazz, from theatre to dance, from opera to literature. They are also available for hosting conferences and professional meetings. One of its main purposes is guaranteeing the conservation, administration and development of the patrimony of the Centro Cultural de Belém.
Industry: Events, Performing Arts
Company size: Enterprise (+200 employees)
Location: Lisbon, Portugal
Use Case: Increase Audience Engagement
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