A Business Intelligence project to optimize Molslinjen's relationship with more than 3 million passengers a year

The Challenge

Molslinjen arrived in Novicell with the desire to purposefully communicate with its three million annual passengers on the Kattegat route. The wish included customer service information about the product purchased and the ferry crossing, but above all the possibility of selling tickets and special promotions to the right customers at the right time, based on the personalized data and knowledge of each customer. In addition, Molslinjen wanted to better understand its customers with the help of BI (Business Intelligence) and analysis.

Today, the solution also covers the new routes from Molslinjen to Bornholm, Samsø, Langeland, Als and Fanø.

Objectives:

• Increase in sales per transaction
• Increase in the frequency of customer trips
• Increased customer satisfaction and increased loyalty
• Increased lifetime value per customer
• Faster and more accurate communication with customers

The Solution

Customer knowledge and marketing automation based on solid data

With this solution, Molslinjen can easily create a segmentation of campaigns with the CRM based on specific customer data about tickets purchased, trips taken, passengers, vehicles, online behavior, etc.

Based on the data, Molslinjen has built, together with the Novicell Business Intelligence department, an advanced marketing automation engine and a data warehouse for BI and its analysis.

With this engine, Molslinjen can use segmentation data and create campaigns aimed at guests based on geography, adapted to customer travel patterns, holidays, weather, start and end times of concerts, etc.

Data is the solution

Novicell provided a data project that collects and structures customer data into a data warehouse. The new data warehouse consists of a series of tables that merge data and prepare it for calculation models to provide an up-to-date view of customers.

With this structure, it's quick and easy for Molslinjen to do customer analysis directly in the data warehouse and extract segments in targeted campaigns.

Campaigns against selected segments

Molslinjen already had a business intelligence system for general accounting reports, but it was difficult to use for business development. With the Novicell solution, our customer data has really come into play for our analysis in the sales department, as well as for campaigns where we can reach customers at the right time and place.