How to reduce database management time by 90% and cut marketing tool costs by 50% to maximize data utilization

Summary

The challenge is to integrate, deduplicate, and enrich data from a historical record of 260,000 clients scattered across various databases and applications such as the Clorian ticketing system.

The objective is to enrich customer data for improved segmentation and audience creation (both in Google Analytics 4 and for offline campaigns) and to focus on data analysis and activation for campaign personalization. Additionally, enhancing the user experience at the tourist venue (pre and post-event) by utilizing automated processes, given that the data is organized and structured.

To have comprehensive sales reports with a unified view of the customer, including their complete income history for both ticket sales and on-site consumption (Customer Lifetime Value, CLV), all in an automated manner.

The results have been a 90% reduction in time spent managing and maintaining various databases by the communication departments. This includes avoiding manual and tedious contact management tasks that contribute very little value and lead to errors and duplicates.

A 50% cost savings in marketing technology by migrating the consolidation of databases to the powerful low-cost CRM (Pipedrive) managing a database of over 267,000 records.

But above all, and most importantly, entering a new phase of digital maturity where information is unified to personalize and automate sales processes, both in terms of user experience (digital and on-site) and operational efficiency (cost savings), which were previously unthinkable without the execution of this project.

About Poble Espanyol

The "Poble Espanyol" is an architectural and cultural museum located in Barcelona. It was inaugurated in 1929 on the occasion of the Barcelona International Exhibition. It is a life-sized replica of a typical Spanish village, including 117 replicas of buildings, squares, and streets from different regions of Spain (at actual scale) within a 40,000 square meter area. Visitors can explore the characteristic architecture and design of various areas of the country, from Andalusian to Catalan architecture, including Mudéjar architecture and other styles, as well as a significant cultural offering. It receives an average of 1,200,000 visitors per year.

Business Model

Monetization is based on ticket sales to the venue, space rental, and event production.

Through two separate entities, they operate the venue offering the following services to B2B (businesses) and B2C (individuals) clients at the local, national, and international levels.

1. Catering Services
2. Craftsmanship Courses and Workshops
3. Temporary Exhibitions
4. Family Activities
5. Concerts
6. Themed Festivals
7. Production of Themed Events both within and outside

Tarjet

Sales are conducted through the online ticket sales platform (Clorian), as well as on-site sales at the venue's box office and agreements with third parties (travel agencies and intermediaries).

They have a horizontal communication department that provides services to various businesses for managing the following sales channels:

1. Offline Media & PR
2. Online Channel (search engines, social media, etc.)
3. Tourism Intermediaries (agencies, hotels)
4. OTAs (Online Travel Agencies)
5. Incentive Companies
6. Promotions with Third Parties
7. Coupon Platforms (Atrápalo, Fever, etc.)

B2B Channel

They have a B2B sales department for acquiring business through tourism intermediaries (national and international agencies) and event and incentive agencies, as well as for direct clients.

The Dilemma

1. Isolated Data: Client information was scattered across various platforms.
2. Manual Management: Importing and exporting contacts was time-consuming and increased the risk of errors.
3. Time Loss: Report generation was complex and slow due to multiple databases.

The innovative and low-cost technology solution

1. Unification and deduplication of 256,000 B2C customers in the Pipedrive CRM imported from Clorian.
2. Identification of the most valuable customers (ticket sales + extras) by calculating the Customer Lifetime Value (CLV).
3. Integration of external data to enrich location-specific information (at district and provincial levels).
4. Unification of B2B databases (hotels, agencies, and intermediaries) and bidirectional synchronization of CRM and ERP IDs.
5. Simplify management and activate audiences in campaigns using email marketing tools.
6. Use reports and insights to access daily data on new customers, new contacts entering the system, and online sales for each of the two companies.
7. Provide training to administrators and database managers for maintenance, as well as to end users (sales network and communication department).

Unified 256,000 customers previously spread across data silos of various tools and formats. It's now automated and calculates Customer Lifetime Value (CLV) without manual data management.

The impactful results

1. Achievement of 50% cost savings in marketing technology.
2. A 90% reduction in time spent managing and maintaining various databases by the communication, sales, and IT departments.
3. Unified management of all contacts while maintaining a clean and deduplicated database with only 15% of the time previously required. Implementation of an internal process to ensure data quality.
4. Record-time activation of campaigns. Creation of customized segments and audiences for activation in email marketing, search, display, and social media campaigns.
5. Digitalization of the B2B sales department through structured and automated use of sales data. Enhanced control over the sales pipeline and commercial activity objectives through reports and dashboards.
6. Establishment of an internal process to ensure data maintenance, quality, and accessibility.
7. Enrichment of data from various sources to create audiences.

Transforming the Future

El Poble Espanyol has achieved a unique customer insight, optimizing both retention and acquisition. The company now possesses the solid foundation it needs to continue delivering exceptional and sustainable cultural experiences.