SIGN UP | LOGIN HOME AWARDS 2017 SPONSORIZZA PARTECIPA ContestU30 GIURIA GALLERY CONTATTI Best Practice ContactLab and Costa Cruises: fabulous results for Direct Marketing scientists A real success for ContactLab, which in 2016 presented the advertising campaign for Costa Cruises at the DMA Awards Italy: A journey into Costa Cruises' costumer lifecycle . The agency was awarded gold in the Travel and Hospitality / Transportation category and two special awards, Email Marketing and Best Data Driven Marketing. Not giving up on creativity and the conveyance of a new concept linked to the brand, ContactLab has managed to build a campaign that has as its fulcrum a smart use of data. The clustering and advanced segmentation of Costa Cruises' customers has enabled the effective application of tools for integrated data marketing activities. The high level of personalization, combined with emotion and storytelling, have led to amazing results, even in increments of over 100%. But what meaning does ContactLab give to the concept of advanced segmentation? It is a meticulous study of user behavior, divided, then, into active and non-active. Specific communications were dedicated to the two segments and for active users the investment in resources and tools was greater. Mobile, contact center and email were the preferred channels for the one-to-one and with an automated lifecycle they accompanied the customer (active user) both in the phases prior to boarding and in the phase of accompanying the new journey. Precisely because it was able to start from Costa Cruises data, ContactLab won the special Best Data Driven 2016 award and the results of the strategy's excellence are visible in the results. In 2015, the overall traffic on websites deriving from email marketing grew strongly and Costa Cruises was able to measure the value of the email thanks to a control group of users not contacted. This centrality of email, as a means for direct marketing communication, led ContactLab to win the other special prize dedicated to email marketing. Look at the path carried out by Contactlab Powered by Centro Direzionale Milano Oltre Palazzo Tintoretto Via Cassanese 224 – 20090 Segrate - C.F. 97560940153 info@dmaitalia.it | Privacy Tel. +39 02 26927081 Fax +39 02 26 26951006