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The Addressable Customer Experience in Travel

To watch the full presentation from the PhoCusWright Conference, please head here: http://bit.ly/1uSyJwc

The disciplines of Brand/Experiential Marketing and Performance Marketing have evolved in isolation, consequently impacting the effectiveness of integrated marketing strategies.

While the power of consumer engagement lies at the intersection of these two worlds, bringing them together will fuel Facebook, Google, and 1 Party Mobile platforms are the main engagement tools used during a consumer’s travel decision journey.

These platforms are now highly addressable environments that enable advertisers to deliver rich, content-driven and engaging experiences at a large-scale. Delivering these highly targeted and personalized experiences across devices is no longer a thing of the past.

Using data and analytics, this workshop teaches a practical approach to creating addressable experiences that drive competitive advantage. This process enables travel brands to design compelling and unique experiences AND master complex tools, audience platforms, and organizational boundaries required to deliver these experiences. Best practices for audience planning and media optimization across these integrated channels will also be discussed.

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The Addressable Customer Experience in Travel

  1. 1. 1 The addressable customer experience in travel
  2. 2. 2 Travel Vertical | Key Trends 2.Today’s consumers are looking to be engaged and inspired not sold. [Content Marketing] 1. Tech driven innovation in products/services (e.g. MyMagic+, Remote Check-in, Self Bag Check) is leading to rapid growth in consumer data [Technology/Data] 3. Consumer’s continue to increase time spent on mobile devices. Travel brands will move primary brand experience to the mobile device [Mobile] The Consumer- Centric Transformation The Consumer- Centric Transformation 4. It’s the “golden age” for personalization in the travel industry [Personalization]
  3. 3. 3 The state of digital marketing is rapidly changing Programmatic continues to expand New players emerging for direct marketing Cross Device • Social platforms are evolving • User base and profiles creating massive scale • Unique inventory and placements • Users are spending their time across devices • Shift from cookies critical for targeting measurement • Early stages of ID based tracking • Ubiquitous on the media plan • Offerings extending out remnant to premium • Optimizing performance AND workflow
  4. 4. 4 Connections now made at scale Audience platforms are growing and providing value
  5. 5. 5 We have seen addressable media create competitive advantage before Addressability at scale (AAS) is defined as the opportunity to create competitive advantage through the ability to deliver targeted, personalized experiences to consumers. AAS 5.0 Person ID AAS 1.0 Name & Address AAS 2.0 Phone # AAS 3.0 Email Address AAS 4.0 Cookie & Device ID 1990 2014 The merchant opportunity lies in addressability and the enablement of data and analytics The digital audience platform marketplace that is now at massive scale
  6. 6. 6 These addressable audiences are scaling exponentially Mature addressable platforms Email Mail Phone Scaling addressable platforms Emerging addressable platforms POS Website Call center Your addressable platforms
  7. 7. 7 Addressable Platforms Enabling Audience Platforms give us control of the message and when it is delivered An Audience Platform is a digital technology that enables automated, targeted, personalized experiences to individuals (known and anonymous) at scale utilizing first and/or third party data Customers 1st Party Data 3rd Party Data CRM Database
  8. 8. 8 New competencies are required to take advantage Marketers must evaluate their own competency level and decide how best to fill gaps internally and with external expertise In the highly digitized world of AAS, a new set of competencies must be attained by the marketer We call the personification of those collective skills The Platform Marketer While new processes, data, and technologies must be implemented (what we call Connected CRM), these digital platform competencies must first be addressed j Identity Management Audience Management Consumer Privacy & Compliance Media Optimization Platforms Utilization Channel Optimization Experience Design & Creation Measurement and attribution Marketing Technology
  9. 9. 9 The Addressable Experience requires the 3C’s CONTEXT Our applied knowledge of the traveler Every asset we have to put in front of the traveler CONTENTCONNECTIVITY When we bring the two together in media and channels
  10. 10. 10 Making the platform pay off requires audience based planning • Client Discovery • Business Problem • Current Program • Goals/KPI’s • Audience Brief • Customer Research • Segment Analysis • Decision Map • Competitive Research • Direct Competitors • Indirect Competitors • Business Analysis • Market Analysis • Product Values • Threats • Strategy Brief • Communication Architecture • Message Sequence Plan • Journey Map Design • Customer Experience Blueprint • Creative Brief • Media Brief • Strategy Plan • Seasonal Plan • Loyalty Plan • Events • Plan Prioritization • New Media Opportunity • Plan Updates • POV Development • Monthly/Quarterly Strategy Meetings • Annual Planning • Ongoing Messaging • KPI management • Funnel Optimization STRATEGY PLANNING DEVELOPMENT & LAUNCH AUDIENCE INSIGHT OPTIMIZATION
  11. 11. 11 Brand Research Consumer Insight Market Analysis Key Insight Program Brief Creative & Message Brief Media Brief Digital Exp. Brief Creative & Message Media Plan Asset Development Program Mgmt Insights Briefing Execution Formed though the traditional media process
  12. 12. 12 Context leverages everything we know about the audience LIFECYCLE BEHAVIORIDENTITY SEGMENT LOCATION VALUE Client 1st Party Data CRM Facebook 1st Party Data + Demographic Age & Gender Lifestyle Relationship Education Job Title Page Likes Categories Page Likes (Pages) Activity Frequency Devices Household Estimated Income Home Ownership Household Size Home Market Value Spending Methods Location Cities Countries Language Purchase Retail Online Purchase for Both In Market for Auto Combined advertiser and Facebook customer view:
  13. 13. 13 Addressable experiences don’t happen without content
  14. 14. 14 Connectivity allows us to deliver experiences Timing / frequency Platform Device / format Segment A Segment C Segment D Segment Lifecycle Awareness Product Consideration Request a Quote Start Application Process CONTEXT Message Offer CONTENT Treatment Segment B Brand Consideration Segment B Brand Consideration 4X Google Mobile A 1 Hotel CONNECTIVITY
  15. 15. 15 Optimizing Media Through the Stack
  16. 16. 16 WHO to target WHERE to target WHAT message WHICH creative treatment HOW much to spend Individual Behavior Online & offline sales Competitive Information Customer value & risk Segments & models Highly targeted and personalized customer journey Life would be easier if optimization looked like this Super Duper Optimizer Centralized & Automated
  17. 17. 17 Therefore, we must rationalize the tech stack to support an addressable customer experience Audience Platforms MarketingAutomation Channel Execution (Indirect)Media Execution Marketing Database Search Business Rules Engine Decisioning Algorithms Audience Management Real-Time Data Transfer Advanced Analytics Attribution / Forecasting Business Intelligence Customer 360° Data Assets Event Stream CampaignManagementMRM Messaging Location Services Tag Management Insights Platform Data Management Platform Decision Optimization Platform Content Governance Content Management Application Services Asset Management LeadManagement Channel Execution (Direct) Site Contact Center Preference Center POSDistributorPartner SiteDigital Media Data Services Customer / Partner Management Platform Identity Management Onboarding CDI/DDI Cross Device Automation Systems SFDC Partner Syndication Company Level Identity Partner Portals Predictive Engine Audience Syndication
  18. 18. 18 The core enabler of addressable marketing is the connected customer view Social Print Direct Mail Display Search TV/Video Mobile Site Product LTV Segment Demographics Life Events Call center Meetings Email • Consolidated view of the consumer across all touchpoints • Allows clients to analyze their programs in context of the whole picture • Valuable insights on consumer value, attitudes, and behaviors • Attribution – provides foundation for effective measurement • Multi-media, multi-channel optimization based on facts
  19. 19. 19 Identity Management – Graphing Identity Device Identity Digital Identity Terrestrial Identity
  20. 20. 20 Identity Ecosystem Audience Platforms Name & address 3rd party cookie 3rd party segment Context 1st party cookie Device ID Geo-location Social ID / handle Cross Device On-boarding Tag Management Identity Management
  21. 21. 21 Interactive Data Management – The DMP DMP Audience Syndication Impression/ Click Tracking DMP Data Input CRM Back feed Ad Server DSP/ Ad Network Decision Engine ESP Search Engines Site/Landing Pages Email trigger Online Ad Targeting Search (RLSA) Third Party Cookie Data First Party Website/Email Click Data First Party Offline Data Marketing Database (CRM) Data Sources
  22. 22. 22 Insights Platform Retail IWM B2B Banking TME Life Sciences Non Profit Insights Portal Insights Engines Insights Playground Data Constructs Reporting Marts Analytical Marts & Cubes Event Streams Raw Event Streams Scoring ETL Stage BI Mart Aggs Scored Event Streams Analytic Mart Insights Platform Data Processing & Event Stream Creation Scoring Platform Aggregation & Data marts Reporting/Inisghts Connected Recognition Scenario Planner/OptimizerReports External Platform Integration DSP/Trading Desk Technology StackLayer Components APIs CRM DB Media Data 3rd party data Transaction data Sources & Connectors Detailed Data Tools Raw Event Streams Scoring ETL Stage BI Mart Aggs Scored Event Streams Analytic Mart Insights Platform Data Processing & Event Stream Creation Scoring Platform Aggregation & Data marts Reporting/Inisghts Scenario Planner/OptimReports External Platform Integration DSP/Trading Desk Technology StackLayer Components Raw Event Streams Scoring ETL BI Mart Aggs Scored Event Streams Analytic Mart Insights Platform Data Processing & Scoring Platform Aggregation & Data marts Reporting/Inisghts Con Scenario Planner/OptimizerReports External Platform Integration DSP/Trading Desk Technology StackLayer Components Advanced Analytics • Predictive modeling • Clustering • Simulation Attribution Engine Scenario Planning & Optimization Alerts Profile Generator   p i t p itit i xy 1  Portal Interface Standard & Custom Dashboards Ad-hoc Reporting Module Interfaces
  23. 23. 23 Operationalizing Analytics 23 Insights Platform Models score into database Directly into execution platforms Creation of media plans Users Use Cases / Application Analytics Team
  24. 24. 24 Thank you. To watch the full presentation from the PhoCusWright Conference, please head here: http://bit.ly/1uSyJwc