Case Study: Vakmedianet boosts event registrations with AI from Ternair

How to use AI in real time to attract visitors to your event

Vakmedianet, a leading Dutch B2B publisher, needed to improve its event marketing to drive visitor acquisition. Their challenge was to send the most relevant type of email to potential attendees at the optimal time to increase registrations, moving beyond a one-size-fits-all approach. They undertook a pilot project with vendor Ternair and its partner Cmotions, utilizing the Ternair Marketing Cloud to unify their customer data.

The solution involved implementing a real-time AI model from Cmotions that analyzed a decade of marketing data to predict an individual's likelihood of attending an event. Ternair’s platform made the data available for the model, which then determined the best type and timing for each email send. This strategy resulted in twice as many registrations from a key segment for one event and led to unsolicited positive feedback on the relevance of the communications, demonstrating higher customer satisfaction.

Vakmedianet

Stephanie Gillisse

Marketing Manager Data & Projects