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A Symphony of Effective Personalization
DR Koncerthuset is an experience house that holds over 400 concerts and events a year. The audience can experience everything from Carl Nielsen's symphonies to rock icons such as Nick Cave and girl choirs who perform with Danish songs. The goal is to share music and experiences with as many people as possible, and every effort is always made to fill the hall for each concert. The responsibility of DR Koncerthuset's public service means that space is also created for new artists, the untested and the experimental that the audience does not already know. The ambition is to challenge and inspire the audience to seek new experiences. The challenge is that music is full of nuances and thus very individual. Jazz is not just Jazz. Whoever loves the crooner Gregory Porter doesn't necessarily love the experimental percussionist Marilyn Mazur. How does one go from thinking genre and artist to individual and music tastes? In collaboration with ONE Marketing and ONE Prediction, DR Koncerthuset has developed and implemented a personalization robot based on artificial intelligence and machine learning, which over time creates a cognitive profile at the individual level - both known and new guests. The pilot that started in 2017 today functions as a fully automated solution, which forms part of DR Koncerthuset's overall “marketing ecosystem”. Data flows across platforms and merges into a 360-degree view of each visitor's response and purchase history. In the response history, all content that the individual has interacted with or deselected is collected. Content is transformed via Natural Language Understanding (NLU) into words and concepts that form part of the overall data landscape and create a fine-grained picture of the individual's taste in music - 1: 1. New concerts are automatically profiled and matched to the individual guest. A self-learning machine learning setup automatically switches between 8 models to form a cognitive match between the individual and each concert. Thus, hyper-personalization becomes a defacto standard in all contact points. What do customers experience? Every time a guest visits the website and searches for an artist, explores the calendar or selects favorite concerts, DR Koncerthus gets to know this a little better. This means that every visit you have the opportunity to create a personal match based on personal preferences. Each visitor displays individual versions of the website based on preference and likelihood of purchase. The better you know the guest, the better the recommendations. Is there e.g. 250,000 visitors, there are 250,000 unique front page displays. When an email is sent, the personalization robot ensures that the right customers are selected. Thus, the amount of communication that can be perceived as "noise" is reduced. In principle, e-mails contain only those concerts with the highest relevance for the individual guest. The content is controlled by the personalization robot, which selects both the number of events, which events and in which order to present them. All mails are compiled uniquely for each recipient. E-commerce activities on Facebook and Instagram are also adapted to the guest's cognitive profile. Direct integration to these channels enables the promotion of content based on the individual's interests. It also provides unique opportunities to make look-alikes and twins to reach brand new audiences. The marketing ecosystem is made up of award-winning UX, automation and the personalization robot, which provides a unique and holistic approach to all marketing efforts. DR Koncerthuset Anne Buchwald Pedersen Senior CRM Manager Jane Lee Schneider Senior Digital Manager ONE Marketing Waqas Siddique Solution Architect Frodi Fjallstein Solution Architect Ioana Pintilie CRM Consultant Olivier Poivey Partner Collaborators ONE Prediction Teknologileverandør Manyone Design og UX DANSK Baggrund DR Koncerthuset er et oplevelseshus, der afholder over 400 koncerter og events om året. Publikum kan opleve alt fra Carl Nielsens symfonier til rockikoner som Nick Cave og pigekor, der optræder med danske sange. Målet er at dele musik og oplevelser med så mange som muligt, og der arbejdes altid for at fylde salen til hver koncert. DR Koncerthusets public service ansvar betyder, at der også skabes plads til nye kunstnere, det uprøvede og det eksperimenterende, som publikum ikke kender i forvejen. Ambitionen er at udfordre og inspirere publikum til at søge nye oplevelser. Udfordringen er, at musik er fuld af nuancer og dermed meget individuelt. Jazz er ikke bare Jazz. Den som elsker crooneren Gregory Porter, elsker ikke nødvendigvis også den eksperimenterende percussionist Marilyn Mazur. Hvordan går man fra at tænke genre og kunstner til enkeltindivider og musiksmag? Den konventionelle tilgang, med regelbaseret segmentering og personalisering, tjente DR Koncerthuset i lang tid og med gode resultater - men man kommer aldrig frem til 1:1 personalisering med menneskeskabte regler. Selvom der arbejdes med segmentering og personalisering på baggrund af demografisk data, koncerthistorik og adfærd fra digitale kanaler, viser erfaringen, at man ofte rammer skævt hver eneste gang det blindt antages, at de som elsker Nick & Jay, også elsker Jamie Cullum – pop er ikke bare pop. Udfordringen kan forklares gennem disse hovedspørgsmål: Hvordan og på hvilke kanaler findes vores eksisterende og potentielle publikum, og hvordan kommunikerer vi værdifuldt og relevant – og frem for alt personligt? Hvilken indflydelse spiller en personlig oplevelses-anbefaling, når et nyt publikum gæster DR Koncerthuset for allerførste gang eller når en tidligere gæst skal inspireres til at genbesøge huset? Hvordan kommer man nærmere en verden, hvor den potentielle gæst og gæstens individuelle smag sættes i centrum af DR Koncerthusets dialog, indhold og indsatser på tværs af platforme? Målsætningerne er: Forbedre relevans og gemme taletiden til når DR Koncerthuset har noget på hjerte. Øge salget gennem højere engagement skabt af hyper-personaliseret kommunikation. ... i alle kontaktpunkter uafhængigt at platforme. Løsning I samarbejde med ONE Marketing og ONE Prediction har DR Koncerthuset udviklet og implementeret en personaliseringsrobot baseret på kunstig intelligens og machine learning, som over tid skaber en kognitiv profil på individ niveau – både på kendte og nye gæster. Piloten der startede i 2017 fungerer i dag som en fuldautomatiseret løsning, der indgår i DR Koncerthusets samlede ”marketing-økosystem”. Data flyder på tværs af platforme og sammenkøres til et 360 graders billede af den enkelte gæsts respons- og købshistorik. I responshistorikken opsamles alt content, som individet har interageret med eller fravalgt. Content bliver omdannet via Natural Language Understanding (NLU) til ord og koncepter, der indgår i det samlede datalandskab og skaber et finmasket billede af individets musiksmag – 1:1. Nye koncerter bliver automatisk profileret og matchet til den enkelte gæst. Et selvlærende machine learning setup skifter automatisk mellem 8 modeller for at danne et kognitiv match mellem individet og hver eneste koncert. Således bliver hyper-personalisering en defakto standard i alle kontaktpunkter. Hvad oplever kunderne? Hver gang en gæst besøger hjemmesiden og søger på en artist, går på opdagelse i kalenderen eller markerer favorit-koncerter, lærer DR Koncerthuset denne lidt bedre at kende. Det betyder, at ved hvert genbesøg har man mulighed for at skabe det personlige match ud fra personlige præferencer. Hver enkelt besøgende vises individuelle versioner af hjemmesiden baseret på præference og sandsynlighed for køb. Jo bedre man kender gæsten, jo bedre anbefalinger. Er der f.eks. 250.000 besøgende, vises der 250.000 unikke fremstillinger af forsiden. Når en mail udsendes, sikrer personaliseringsrobotten, at de rigtige kunder udvælges. Således mindskes mængden af kommunikation, der kan opfattes som ”støj”. Mails indeholder som udgangspunkt kun de koncerter med højest relevans for den individuelle gæst. Indholdet bliver styret af personaliseringsrobotten, som vælger både antallet af events, hvilke events og i hvilken rækkefølge de skal præsenteres. Alle mails bliver sammensat unikt til hver enkelt modtager. E-commerce aktiviteter på Facebook og Instagram er ligeledes tilpasset gæstens kognitive profil. En direkte integration til disse kanaler muliggør at annoncere content baseret på individets interesser. Det giver også unikke muligheder for at lave look-alikes og twins for at nå helt nye målgrupper. Marketing-økosystemet er udgjort af prisvindende UX, automation og personaliseringsrobotten, som giver en unik og holistisk tilgang til alle marketingindsatser. Resultat ”Det er vores erfaring, at brugerne går mere på oplevelse, når de gæster vores site. Vi ser en klar tendens til at der interageres med de nye funktionaliteter, og kuraterings-filteret ”udvalgt til dig” anvendes flittigt – det er hurtigt blevet the new normal for vores besøgende” – Jane Lee Schneider, Senior Digital Manager DR Koncerthuset udmærkede sig særdeles positivt ved den seneste BrandAssetTMValuator (BAV) måling for 2018. Forklaringen findes i måden teamet nu arbejder på alle marketingaktiviteter, -indsatser og -indhold er skruet sammen på tværs af kanaler og flader og skaleres nemt ved, at marketing-økosystement er bundet tæt sammen. DR Koncerthuset har i den seneste BAV-måling opnået den højeste placering nogensinde i brandets samlede styrke og vitalitet og udmærker sig særligt markant på parametrene Relevans og Anseelse. Efter den sidste brik i puslespillet blev sat i produktion 2019 kan man se, at gæsternes engagement i alle kontaktpunkter er steget betydeligt, og at synergien mellem kanalerne er blevet stærkere. Facebook kampagner viser 40% højere Click-Through-Rate til i alt 31% mindre i Spend end andre kampagner og den trafik, der skabes til hjemmesiden, konverterer 3 gange højere. Mail kampagnerne har en 52% højere Open-Rate og 147% højere Click-Through-Rate. Hjemmesiden konverterer 15% mere end før, og de besøgenes Basket Size er steget med 20%. Er det tiden og energien værd? Hvordan har de seneste to års arbejde med at forene UX, automation og AI påvirket kanalernes bidrag til omsætningen? Fra 2017 til 2019 er hjemmesidens bidrag til omsætningen steget til indeks 138, SoMe til 168 og mail til 315. ... Og orkestret hos DR Koncerthuset bag den digitale rejse er et team på blot to personer, stærkt supporteret af deres lille hold af kolleger, der sikrer at brand, content og kampagner står knivskarpt, hvilket er fundamentet for personaliseringsrobottens effekt. (English translation + Google translate) Background DR Koncerthuset is an experience house that holds over 400 concerts and events a year. The audience can experience everything from Carl Nielsen's symphonies to rock icons such as Nick Cave and girl choirs who perform with Danish songs. The goal is to share music and experiences with as many people as possible, and every effort is always made to fill the hall for each concert. The responsibility of DR Koncerthuset's public service means that space is also created for new artists, the untested and the experimental that the audience does not already know. The ambition is to challenge and inspire the audience to seek new experiences. The challenge is that music is full of nuances and thus very individual. Jazz is not just Jazz. Whoever loves the crooner Gregory Porter doesn't necessarily love the experimental percussionist Marilyn Mazur. How does one go from thinking genre and artist to individual and music tastes? The conventional approach, with rule-based segmentation and personalization, served DR Koncerthuset for a long time and with good results - but you never arrive at 1: 1 personalization with man-made rules. Although working with segmentation and personalization based on demographic data, concert history and behavior from digital channels, experience shows that one often strikes skewed every time it is blindly assumed that those who love Nick & Jay, also love Jamie Cullum - pop is not just pop. The challenge can be explained through these key questions: How and on what channels do our existing and potential audiences exist, and how do we communicate in a valuable and relevant way - and above all in person? What influence does a personal experience recommendation have when a new audience visits DR Koncerthuset for the very first time or when a previous guest needs to be inspired to revisit the house? How to get closer to a world where the potential guest and the guest's individual taste are at the center of the DR Koncerthusets dialogue, content and efforts across platforms? The objectives are: Improve relevance and save the talk time for when DR Koncerthuset has something on heart. Increase sales through higher engagement created by hyper-personalized communication. ... at all contact points independently to platform. Solution In collaboration with ONE Marketing and ONE Prediction, DR Koncerthuset has developed and implemented a personalization robot based on artificial intelligence and machine learning, which over time creates a cognitive profile at the individual level - both known and new guests. The pilot that started in 2017 today functions as a fully automated solution, which forms part of DR Koncerthuset'soverall “marketing ecosystem”. Data flows across platforms and merges into a 360-degree view of each visitor's response and purchase history. In the response history, all content that the individual has interacted with or deselected is collected. Content is transformed via Natural Language Understanding (NLU) into words and concepts that form part of the overall data landscape and create a fine-grained picture of the individual's taste in music - 1: 1. New concerts are automatically profiled and matched to the individual guest. A self-learning machine learning setup automatically switches between 8 models to form a cognitive match between the individual and each concert. Thus, hyper-personalization becomes a defacto standard in all contact points. What do customers experience? Every time a guest visits the website and searches for an artist, explores the calendar or selects favorite concerts, DR Koncerthus gets to know this little better. This means that every visit you have the opportunity to create the personal match based on personal preferences. Each visitor displays individual versions of the website based on preference and likelihood of purchase. The better you know the guest, the better the recommendations. Is there e.g. 250,000 visitors, there are 250,000 unique front page displays. When an email is sent, the personalization robot ensures that the right customers are selected. Thus, the amount of communication that can be perceived as "noise" is reduced. In principle, e-mails contain only those concerts with the highest relevance for the individual guest. The content is controlled by the personalization robot, which selects both the number of events, which events and in which order to present them. All mails are compiled uniquely for each recipient. E-commerce activities on Facebook and Instagram are also adapted to the guest's cognitive profile. Direct integration to these channels enables the promotion of content based on the individual's interests. It also provides unique opportunities to make look-alikes and twins to reach brand new audiences. The marketing ecosystem is made up of award-winning UX, automation and the personalization robot, which provides a unique and holistic approach to all marketing efforts. Result “It is our experience that users are more experienced when they visit our site. We see a clear tendency to interact with the new functionalities, and the "selected for you" curation filter is used extensively - it has quickly become the new normal for our visitors "- Jane Lee Schneider, Senior Digital Manager DR Koncerthus positive by the latest BrandAssetTMValuator (BAV) measurement for 2018. The explanation lies in the way the team now works on all marketing activities, efforts and content are interconnected across channels and surfaces and easily scaled by the marketing ecosystem being closely tied together . In the latest BAV survey, DR Koncerthuset achieved the highest ranking ever in the brand's overall strength and vitality and is particularly notable for the relevance and reputation parameters. After the final piece of the puzzle was put into production in 2019, you can see that guests' involvement in all contact points has increased significantly and that the synergy between the channels has grown stronger. Facebook campaigns show 40% higher Click-Through-Rate to a total of 31% less in Spend than other campaigns and the traffic generated to the website converts 3 times higher. Mail campaigns have a 52% higher Open-Rate and 147% higher Click-Through-Rate. The website is converting 15% more than before, and the Basket Size of visits has increased by 20%. Is it worth the time and energy? How has the past two years of unifying UX, automation and AI affected the channels' contribution to revenue? From 2017 to 2019, the website's contribution to revenue has risen to index 138, SoMe to 168 and mail to 315. ... And the orchestra at DR Koncerthus behind the digital journey is a team of just two people, strongly supported by their small team of colleagues that ensures brand, content and campaigns are razor-sharp, which is the foundation of the personalization robot's effect.
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