+132%
avg lead value at The Broadcaster
TypeRestaurant and events group
SitesThe Broadcaster, The Lighterman, Italian Greyhound, Boxcar
Engagement5-month CRM foundation build · Jan to May 2026
01 · the challenge
The challenge
Fragmented, manual guest data across SevenRooms, TripleSeat and SproutSend. Three platforms, three databases, no shared standard for tagging, segments or capture. Automated email flows existed in name only - broken trigger fields meant lapsed-guest and birthday flows were firing against nothing. The events side had duplicates at scale, missing emails on confirmed bookings, and no defined handover into the marketing list. India (Head of Marketing) needed actionable segments for me&u activation; what existed wasn't usable.
02 · the approach
How we approached it.
- 01
Discovery and audit across all three platforms
Full current-state audit of SevenRooms, TripleSeat and SproutSend by venue. Capture map of every data entry point (web, Wi-Fi, forms, bookings). Top fix list delivered to Vito and site managers.
- 02
Data standards and tagging framework
Minimum dataset defined, required fields, opt-out logic, home-venue tagging. Tag framework live (VIP, regular, tourist, corporate, event booker, influencer, staff). Consent risks flagged and fixed before any segmentation went live.
- 03
10 automated email flows built
Post-visit thank you and review, lapsed win-back, event follow-up, birthday, no-show and cancellation flows live at The Broadcaster and The Lighterman, with Italian Greyhound flows pending sign-off. Whole perks-and-vouchers system built behind them, all templates refreshed to current Open House brand.
- 04
TripleSeat rebuild
Phase 1 audit surfaced more than scoped. Database cleaned, duplicates merged, fields standardised, missing emails filled. Recurring hygiene SOP for the events team. Lead handover SOP between TripleSeat → SevenRooms / SproutSend. Corporate organiser nurture sequence live.
- 05
Granular segmentation for me&u
Visit frequency tiers, spend bands, venue-cross-pollination flags, dietary and occasion tagging. India is now using the SevenRooms-derived segments live in her me&u activity across all three venues.
- 06
Monthly CRM report and ownership framework
First consolidated monthly report covering sends, opens, clicks, review volume, attributable bookings and unsubscribes. Defined ownership for data entry, tagging, campaign approvals and reporting. Everyone knows who does what.
03 · the results
The results.
+88%
monthly leads at Italian Greyhound
15x
definite bookings at The Lighterman
+10,266
new SevenRooms contacts
5x
active mobiles (8,606 → 41,044)
20.7% → 76%
last_visit field fix
Five months in, all three databases are clean, segmented and being actively used. Broadcaster average lead value climbed from £1,162 to £2,696. Lighterman revenue Jan to May exceeded the prior seven months combined. Italian Greyhound added 3,219 new contacts since January. The 10 new email automations are running at 51–57% open rates against the old 48% baseline. India's me&u activity now runs off live, behavioural segments instead of a flat list.
whenever you're ready
Let's talk about your tech.
Half an hour on Zoom or in person. We'll show up with questions, not a slide deck.