artegic develops Marketing Automation CRM for Video on Demand Service TV NOW of Mediengruppe RTL

RTL inter­ac­tive GmbH reli­es on con­sul­ting and tech­no­lo­gy from the real-time CRM pro­vi­der artegic AG for custo­mer loyal­ty and custo­mer activa­ti­on for the Video on Demand Ser­vice TV NOW. The aim is to enab­le inte­gra­ted, custo­mer-centric, digi­tal dia­lo­gue as part of custo­mer lifecy­cle com­mu­ni­ca­ti­on.

The core of the solu­ti­on is a custo­mer-centric 360° data­ba­se, in which data from custo­mer pro­files, sub­scrip­ti­ons and the video usa­ge beha­viour of the custo­mers are mer­ged, as well as mar­ke­ting auto­ma­ti­on, which con­trols indi­vi­dua­li­sed com­mu­ni­ca­ti­on on the basis of this data. Tech­ni­cal­ly, the solu­ti­on is based on an Apt­e­co Fast­Stats data wareh­ouse app­li­ca­ti­on which is seam­less­ly inte­gra­ted in ELAI­NE Mar­ke­ting Auto­ma­ti­on by artegic. In this way, RTL inter­ac­tive can trans­fer beha­viou­ral and pro­fi­le-based fin­dings direc­t­ly into auto­ma­ted cam­pai­gns via email and mobi­le push. The goals are a clo­se custo­mer rela­ti­ons­hip along the custo­mer lifecy­cle as well as the impro­ve­ment of the custo­mer expe­ri­ence through indi­vi­du­al and rele­vant com­mu­ni­ca­ti­on in the use of the por­tal.

574 per­cent result uplift through intel­li­gent vari­ant opti­mi­za­ti­on

During the launch pha­se of TV-NOW, RTL inter­ac­tive reli­ed on the artegic Mar­ke­ting Auto­ma­ti­on solu­ti­on for inten­si­ve vari­ant opti­mi­za­ti­on. In order to win new custo­mers, par­ti­al­ly auto­ma­ted, mul­ti­va­ria­te tests were deve­lo­ped and car­ri­ed out. During the launch pha­se alo­ne, more than 150 com­mu­ni­ca­ti­on vari­ants were imple­men­ted in mul­ti-sta­ge cam­pai­gns. The intel­li­gent vari­ant opti­mi­sa­ti­on achie­ved a result uplift of 574 per­cent with ope­ning rates of up to 50 per­cent. A patent pen­ding solu­ti­on deve­lo­ped by artegic for the effi­ci­ent con­trol of mul­ti­va­ria­te opti­mi­za­ti­on was also used. The solu­ti­on uses a varie­ty of para­me­ters such as address, design, struc­tu­re, con­tent, call-to-action, sub­ject, colour, time, per­so­na­li­sa­ti­on, etc. to iden­ti­fy the rele­vant cri­te­ria for a mai­ling and thus helps to redu­ce the effort and com­ple­xi­ty invol­ved in crea­ting vari­ants. The pro­ce­du­re is based on arti­fi­ci­al intel­li­gence and for the first time uses the latest methods based on the princip­le of Design of Expe­ri­ment.

“CRM is an important part of the suc­cess of Video on Demand. artegic has sup­por­ted us from the very begin­ning with its well-foun­ded expe­ri­ence, both in the exper­ti­se for digi­tal custo­mer com­mu­ni­ca­ti­on and with the necessa­ry tech­ni­cal solu­ti­on com­pe­tence. We were able to launch our CRM mea­su­res and our tech­ni­cal infra­st­ruc­tu­re extre­me­ly suc­cess­ful­ly”. Robert Dube, Head of Video on Demand, sums up the coope­ra­ti­on.

“The pro­ject is a vivid examp­le of how intel­li­gent opti­mi­za­ti­on can lead to signi­fi­cant impro­ve­ments in results. By focu­sing on the real­ly important decisi­on para­me­ters, com­ple­xi­ty and effort can be redu­ced and the full poten­ti­al of mul­ti­va­ria­te tes­ting can be rea­li­zed. With RTL inter­ac­tive, we are delight­ed not only to rea­li­ze a very exci­ting app­li­ca­ti­on for custo­mer-centric CRM, but also to use the latest opti­mi­za­ti­on methods that will pro­du­ce inno­va­ti­ve and mea­sur­a­b­ly bet­ter results for many future app­li­ca­ti­ons,” says Ste­fan von Lie­ven, CEO of artegic AG.

Video on Demand with TV NOW

The Video on Demand Ser­vice TV NOW star­ted at the begin­ning of 2016 with a new offer. Via the TV NOW por­tal or the app, sub­scrip­ti­on custo­mers have access to many alrea­dy broad­cast for­mats of the free-TV chan­nels of the Media Group RTL (RTL, VOX, n-tv, RTL-Nitro, RTLp­lus, Super-RTL, RTL2, and TOG­GO plus as online streams). TV NOW Plus custo­mers expe­ri­ence the offer in bet­ter qua­li­ty, as well as with exclu­si­ve pre­view of popu­lar series such as “Gute Zei­ten schlech­te Zei­ten” or “Alles was zählt”. Digi­tal dia­lo­gue mar­ke­ting is the essen­ti­al chan­nel for com­mu­ni­ca­ti­on with sub­scrip­ti­on custo­mers and poten­ti­al new custo­mers.