Tgv cinema operates a total of 38 multiplexes in malaysia. Mohit bhargava, the company’s chief marketing officer, told cmo that because (malaysia) is a multicultural country, finding engaging and emotional ways to connect with people is very important to marketing.
Historically, tgv’s content and marketing have been based on english, malaysia’s second language and business language. However, most consumers interact in their mother tongue, malay, tamil and cantonese. Moreover, this diversity inevitably leads to differences in values, interests, and cultural sensibilities.
To serve with a variety of content, you need to understand your (customer) segments,” says bhargava. “connecting and personalizing communications means building relevance through everything from content to images,” he said. “at tgv, we knew these segments, but they required sophisticated personalization, which required both data and eg.” explained.
Additionally, It Was Important To Consider This Variety And Context
As well as achieve real-time Thailand Email List segmentation agility and optimization as reasons for improving customer data capabilities, he noted. “more than 80% of tgv’s 55,000 seats in stock, which rotates six times a day, are sold two hours before a show,” said bhargava. So the key is to convert audiences close to the time the inventory runs. We had to automate it through rule-based segmentation to make the transition fast.”
Investing In A Customer Data Platform
This required an appropriate technology stack. “a customer data platform (cdp), which consolidates customer data and then orchestrates marketing and CH Leads engagement activities, was the right fit,” said bhargava.
According to him, tgv has a wealth of first-party data and has 4 million customers in its database. But in the past, data was siled functionally or by customer level, with transaction data and online behavior data split, net promoter score (nps) and customer satisfaction, and service and support data split.
So even answering the question, ‘how many customers does tgv have?’ was difficult, bhargava noted. “the answer depends on who you ask, which database you are referring to. It also took a lot of time because the data set was analyzed by a manual process,” he said.
