Personalise. Analyse. Perform.

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The Challenge

Bonhams is a privately owned international auction house. It is one of the world’s largest and most renowned auctioneers of fine art and antiques, motor cars and jewellery. 

Bonhams marketing campaigns had a disconnect between customer behaviours & interests. They wanted to drive greater impact.

  • Marketing campaigns were not utilising data from onsite behaviour or engagement.

  • Weekly Newsletters included generic selected auctions, with no personalisation to customers preferences.

  • Lack of real-time insight into how customers interacted with platforms.

  • No interaction management or visual reporting for customer behaviour.

The Solution

Pracedo reviewed Bonhams requirements & implemented Marketing Cloud – Personalization for increased insight into their customer’s behaviour. This would empower their team to improve their marketing strategy with performance-driven decision making.

Bonhams Interaction studio salesforce consultancy pracedo partner 2

First Pracedo setup engagement tracking on-site to create real-time behavioural segments.

Then, Open Time Email recommendations were also made, based on user engagement and machine learning algorithms.

Bonhams Interaction studio salesforce consultancy pracedo partner 4

Finally, Marketing Cloud – Personalization was connected to unify customer data, marketing content and ensure easy analysis.

The Impact

Bonhams can now create personalised email content & view customer web behaviours in real-time for improved decision making & performance tracking.

  • The weekly Newsletter now has open time recommendations based on user behaviour and affinities.
  • Early performance testing shows improvements in open & click-through rates for email content that was personalised using Marketing Cloud – Personalization recipes.
  • Segmented groups can be easily analysed based on auction categories and customer behaviours.

  • Bonhams can drive greater impact, engagement and customer advocacy using personalised email content.
  • Marketing Cloud -Personalization will help Bonhams to increase open rates with Open Time Email recommendations
  • With real-time visual reporting on consumer behaviour performance tracking, Bonhams will now have better decision making based on customer data.

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