Using Big Data to Engage & Convert Valuable Customers. March 2014

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Audrey Riley
10 years ago
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1 Using Big Data to Engage & Convert Valuable Customers March 2014

2 Sojern by the Numbers in 2013 Global Data Footprint 10B Impressions 1.9MM Car Rentals 1.1MM Heads in Beds 500+ Global Clients 280MM Boarding Passes 160MM+ Traveler Profiles U.S. 50 States EMEA 45 Countries ASIA 12 Countries S. AMERICA 9 Countries 11 Locations 90 Employees 2

1MM Heads in Beds 500+ Global Clients 280MM Boarding Passes 160MM+

3 Topics +Big Data +Data Types +Using Data in the Marketing Funnel +Using Data in Results Analysis 3

4 I Don t Care What the Data says 4

5 Question: Find x 5

6 Topics +Big Data +Data Types +Using Data in the Marketing Funnel +Using Data in Results Analysis 6

7 25,000,000,000,000,000,000 bytes of digital data created every day SearchEngineLand February

8 Big Data Defined It doesn t fit on excel Stephane Hamel, CSO Cardinal Path High volume, high velocity, high variety information assets that demand cost-efficient, innovative forms of processing for enhanced insight and decision making Gartner 4 Vs of Big Data: Volume, Variety, Velocity, Veracity. IBM / Forrester data centric applications driving some experience to a customer and causing them to do some things in real time Paul Maritz, CEO Pivotal 8

decision making Gartner 4 Vs of Big Data: Volume, Variety, Velocity, Veracity.

9 Real Time Digital Marketing Should we buy an impression against this user? How much should we pay/bid on this impression? What creative should we show them? ALL HAPPENS IN ABOUT 80 milliseconds Offsite2013 9

10 Audience Data + Programmatic Buying Bidding on an impression in real time to show one specific ad to one consumer in one specific context at the right time 10

11 A Huge Topic. right message, to the right person, at the right time, in real time 11

12 Digital Pathway to a Booking Beyond The Last Click: Google White Paper

13 Topics +Big Data +Data Types +Using Data in the Marketing Funnel +Using Data in Results Analysis 13

14 Wrong? 14

15 Capturing, Curating and Activating data Data Sources Curate Build/Maintain Traveller Profiles TRAVEL Capture Collect/Aggregate Data Activate Engage Travellers Via Media Channels BOOK RESEARCH 15

TRAVEL Capture Collect/Aggregate Data Activate

16 Data Types for Real Time Targeting Internal: + Onsite visits / behaviour (who / what) + CRM (who / what) + Loyalty (who / what) + Product / yield (what) External: + Intent (who / what) + Behavioural / history (who / what) + Context (where) Derived / Predicted: + When + Who / what 16

Product / yield (what) External: + Intent (who / what) + Behavioural /

17 For a Hotel Group. For powerful, cost effective customer acquisition I want to know key data attributes of the customers I m engaging with Billions of Data Points Capture / Analyse Key Data Attributes + Destination intent + Dates of travel + Trip length + Party size + % audience overlap + Past booking behaviour + Loyalty status + Room availability + Room yield 17

customers I m engaging with Billions of Data Points Capture / Analyse Key Data Attributes +

18 Deriving and Targeting the When DAYSBETWEENBOOKINGHOTEL&STAY 32% 23% 19% hot el 6% 4% 4% 10% DAYS

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20 Topics +Big Data +Data Types +Using Data in the Marketing Funnel +Using Data in Results Analysis 20

21 Whole Funnel Marketing 21

22 Whole Funnel Marketing BRANDING Ave viewer watches 20+ hours of online video / month - Rich branding - Interaction / call to action opportunities Audience Targeting - Destination intention - x weeks before intended trip - E.g. hotel facilities 22

23 Whole Funnel Marketing PROSPECTING 23

24 Whole Funnel Marketing PROSPECTING Audience Targeting: new customers - Destination intent - Party size - Date travelling - Act-alikes - Dynamic creative: destination + product offer 24

25 Whole Funnel Marketing SMART RETARGETING 25

26 Whole Funnel Marketing Retargeting site visitors using e.g: - Loyalty status - Product yield / availability - Offsite behaviour SMART RETARGETING 26

27 Topics +Big Data +Data Types +Using Data in the Marketing Funnel +Using Data in Results Analysis 27

28 I Have the Data 28

29 Tale of 2 Campaigns Campaign 1 Campaign 2 Cost $100,000 $100,000 Conversions 3,784 3,307 CPA $26 $30 29

30 Tale of 2 Campaigns Campaign 1 Campaign 2 Cost $100,000 $100,000 Conversions 3, CPA $26 $30 Conv / Loyalty Status: Highest Tier High Tier Mid Tier Low Tier Non Member

31 Tale of 2 Campaigns Campaign 1 Campaign 2 Cost $100,000 $100,000 Conversions 3, CPA $26 $30 Conv / Loyalty Status: Highest Tier High Tier Mid Tier Low Tier Non Member Non Highest Tier CPA $97 $45 31

32 Extrapolating from Incomplete Data 32

33 Search for Incrementality Lift studies can help refine targeting and attribution Prospecting Retargeting Hotel Sub Brand 1 13% 12% Hotel Sub Brand 2 11% -4% Hotel Loyalty Programme 4% -8% Charity ads vs. campaign ads to same audience targeted profiles for a major hotel group 33

34 Attribution Options Last Click All credit goes to the last click First Click All credit goes to the first click Post View Last channel to show an ad gets the credit 34

35 Clicks? 95% of clicks don t convert 90% of converters don t click 35

36 Advanced Attribution Algorithmic Attribution Let the data decide where to assign credit Source: Tagman VIS 36

37 Marketers will say my job has always been to understand customer segments. The shift is to go from the segment to the individual. It spells the death of the average customer. - Ginni Rommety, CEO of IBM Offsite

38 Who cares? It s what you re doing with it Stephane Hamel, CSO Cardinal Path 38

39 Thank you Stephen Taylor VP & MD International E [email protected] P

Redefining Measurement from Awareness to Conversion. Smart Market: Vol. 4 Data-Driven Marketing, Demystified

Smart Market: Vol. 4 Data-Driven Marketing, Demystified Redefining Measurement from Awareness to Conversion PROGRAMMATIC MARKETING & THE NEW CUSTOMER JOURNEY In today s multiscreen world, the odds that