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Holland America Line - CRM Dashboard Sample

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Perryman Maynard

This document describes an analytics dashboard for analyzing the performance of marketing campaigns for Hawaii travel. The dashboard allows analyzing bookings, conversion, revenue and other key measures across dimensions like products, mailing types, time periods, and customer segments. It provides multi-dimensional views of specific product performance over time and results of promoted travel itineraries. Examples shown include overall mailing performance, bookings by campaign and segment, and effectiveness of different mailing formats.

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? 2005. Targetbase? 1 ? Hawaii? -? Voyage ? Hawaii? -? Fall ? Hawaii? -? Holiday ? Hawaii? -? Volume ? Campaign ? Hawaii? -? Voyage ? Hawaii? -? Holiday ? Hawaii? -? Fall ? Hawaii? -? Volume Hawaii Voyage Hawaii Fall Hawaii Holiday Campaign ? Hawaii? -? Voyage ? Hawaii? -? Holiday ? Hawaii? -? Fall ? Hawaii? -? Volume Hawaii Voyage Hawaii Holiday Hawaii Fall Hawaii Goldmine Hawaii Goldmine 0 500 1,000 1,500 2,000 2,500 3,000 3,500 Europe Digest Europe Gatefold Self Mailer Europe Suites Pcard Europe Suites Triple Pcard Baltic Select State Dbl Pcard Bookings Europe January '05 - March '05 Single Product Mailings Dimensions Time Frame Key Measures ? Bookings ? Conversion ? Revenue ? Customers ? Month-To-Date ? Quarter-To-Date ? Year-To-Date ? Start Month / End Month ? Campaigns ? Products ? Mailing Type ? Customer Segment ? etc Output Multi-dimensional Analytics Dashboard
? 2005. Targetbase? 2 Time-based View of Specific Product by Segment Masked for Client Confidentiality
? 2005. Targetbase? 3 Results of Promoted Itineraries Masked for Client Confidentiality
? 2005. Targetbase? 4 Example: Overall Mailing Performance over Selected Time Period ? Key Measure: Conversion ? First Dimension: All Campaigns for Last 3 Months ? Second Dimension: N/A Masked for Client Confidentiality
? 2005. Targetbase? 5 Example: Review Passengers Booked for the same Select Campaigns ? Key Measure: Bookings ? First Dimension: Select Campaigns ? Second Dimension: By Segment Masked for Client Confidentiality
? 2005. Targetbase? 6 Example: Comparison of Effectiveness of Different Mailing Formats ? Key Measure: Conversion ? First Dimension: Formats ? Second Dimension: N/A Masked for Client Confidentiality

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Holland America Line - CRM Dashboard Sample

  • 1. ? 2005. Targetbase? 1 ? Hawaii? -? Voyage ? Hawaii? -? Fall ? Hawaii? -? Holiday ? Hawaii? -? Volume ? Campaign ? Hawaii? -? Voyage ? Hawaii? -? Holiday ? Hawaii? -? Fall ? Hawaii? -? Volume Hawaii Voyage Hawaii Fall Hawaii Holiday Campaign ? Hawaii? -? Voyage ? Hawaii? -? Holiday ? Hawaii? -? Fall ? Hawaii? -? Volume Hawaii Voyage Hawaii Holiday Hawaii Fall Hawaii Goldmine Hawaii Goldmine 0 500 1,000 1,500 2,000 2,500 3,000 3,500 Europe Digest Europe Gatefold Self Mailer Europe Suites Pcard Europe Suites Triple Pcard Baltic Select State Dbl Pcard Bookings Europe January '05 - March '05 Single Product Mailings Dimensions Time Frame Key Measures ? Bookings ? Conversion ? Revenue ? Customers ? Month-To-Date ? Quarter-To-Date ? Year-To-Date ? Start Month / End Month ? Campaigns ? Products ? Mailing Type ? Customer Segment ? etc Output Multi-dimensional Analytics Dashboard
  • 2. ? 2005. Targetbase? 2 Time-based View of Specific Product by Segment Masked for Client Confidentiality
  • 3. ? 2005. Targetbase? 3 Results of Promoted Itineraries Masked for Client Confidentiality
  • 4. ? 2005. Targetbase? 4 Example: Overall Mailing Performance over Selected Time Period ? Key Measure: Conversion ? First Dimension: All Campaigns for Last 3 Months ? Second Dimension: N/A Masked for Client Confidentiality
  • 5. ? 2005. Targetbase? 5 Example: Review Passengers Booked for the same Select Campaigns ? Key Measure: Bookings ? First Dimension: Select Campaigns ? Second Dimension: By Segment Masked for Client Confidentiality
  • 6. ? 2005. Targetbase? 6 Example: Comparison of Effectiveness of Different Mailing Formats ? Key Measure: Conversion ? First Dimension: Formats ? Second Dimension: N/A Masked for Client Confidentiality