Overview
Designed the CRM and marketing-automation logic connecting paid advertising, website registration and email marketing for a major indoor leisure attraction, turning anonymous campaign traffic into tracked, segmented leads.
Who This Is For
Leisure attractions, venues and B2C brands running paid campaigns that bring people in once but rarely bring them back. This case is most useful if:
- paid campaigns generate registrations but no ongoing relationship
- registered leads who don't visit your site or social channels are never reminded to return
- campaign source, interests and behaviour don't shape what people are sent next
- you want individual-level targeting without buying a new platform
The Challenge
The venue ran paid campaigns across display, Facebook and Instagram, but had no connected system for turning that traffic into a maintained relationship. Registered leads who were not regular visitors to the website or social channels had no reliable reminder to come back.
Nor was there shared logic for how a visitor's campaign source, stated interests and on-site behaviour should decide what they were sent next.
Our Approach
The team now behind ECM.DEV designed the CRM business logic connecting the venue's advertising, registration and email marketing.
- Recruitment and onboarding workflow: from ad click to landing-page registration, capturing email and stated interests, then a welcome email and a pre-programmed sequence.
- Branching by source and answers: sequences that varied by the campaign a visitor responded to and how they answered the registration questions.
- Individual-level tracking: a persistent user ID and custom dimensions in Google Analytics, so returning visitors could be recognised.
- Dynamic targeting: offers targeted on each visitor's accumulated behaviour across email, web and social.
Impact
One workflow, not three disconnected tools. Advertising, registration and email designed as a single system, not three teams working from separate playbooks.
Segments that update themselves. Users moved between segments automatically on real behaviour (email responses, content viewed), not a static list re-tagged by hand.
Built on existing tools. Persistent identification and dynamic targeting specified with Google Analytics' own capabilities, without a new platform.
Paid media buys a first visit. What brings people back is decided by the logic that runs after the click.
Delivered while employed at Making Waves (later NoA Ignite). Any public information referenced here is used for identification and does not imply endorsement.
Topics
Built a CRM-connected advertising sales platform for a leading Nordic digital marketplace. Connected audience data, targeting options, advertising formats, pricing and sales contacts into a single self-service portal for advertisers and media agencies, replacing a fragmented sales experience with a repeatable path from research to qualified inquiry.
Developed a B2B and B2C concept, Thon-X, for one of Norway's largest real estate, retail and hotel groups, exploring how a shared digital layer could support tenants and shoppers across its properties.
Content strategy and a WordPress-to-EPiServer migration for Tekna, the 70,000-member Norwegian association for engineers and technologists.
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