activating the connected traveler - signposts on the path to conversion
TRANSCRIPT
1 © 2015 Merkle. All Rights Reserved. Confidential
Matt Naeger
SVP Digital Strategy, Merkle
Customer Journey Activation: Signposts on the Path to Conversion
Activating the
Connected
Traveler
2 © 2015 Merkle. All Rights Reserved. Confidential
Travelers follow a consistent journey
5 Stages of TravelDreaming
Planning
Booking
Experiencing
Sharing
Watch this presentation in Merkle’s Activating the Connected Traveler on-demand webinar series
3 © 2015 Merkle. All Rights Reserved. Confidential
Travelers follow a consistent journey
Google Search
Panoramic
Google Ads
Google Places
Frommer’s
Zagat
Google Flight Search
Google Hotel Finder
ITA Software
Google Checkout
Google Analytics
Google Mail
Google Chrome
Google Maps
Google Streetview
Google Transit
Google Translate
Android
Picasa
Blogger
YouTube
Google+
Google Latitude
Dreaming
Planning
Booking
Experiencing
Sharing
Watch this presentation in Merkle’s Activating the Connected Traveler on-demand webinar series
4 © 2015 Merkle. All Rights Reserved. Confidential
Facebook travel formula
Watch this presentation in Merkle’s Activating the Connected Traveler on-demand webinar series
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Facebook is about the experience
Sharing photos and videos
Status updates or commentary
about your trip
Checking-in
(Location-based social media)
Blog about your trip
Research for your trip
How women use Facebook during travel
57%
38%
13%
13%
12%
Watch this presentation in Merkle’s Activating the Connected Traveler on-demand webinar series
6 © 2015 Merkle. All Rights Reserved. Confidential
7 © 2015 Merkle. All Rights Reserved. Confidential
Travelers are using Twitter for experiences
Watch this presentation in Merkle’s Activating the Connected Traveler on-demand webinar series
8 © 2015 Merkle. All Rights Reserved. Confidential
Travelers are using Twitter for experiences
Watch this presentation in Merkle’s Activating the Connected Traveler on-demand webinar series
9 © 2015 Merkle. All Rights Reserved. Confidential
How Do I
Capitalize?
Watch this presentation in Merkle’s Activating the Connected Traveler on-demand webinar series
10 © 2015 Merkle. All Rights Reserved. Confidential
Move from journey plans to experience plans
EXPERIENCE
OBJECTIVES
EXPERIENCE
PLAN
Uncover Insights
1Translate Insight
into a Plan
2Create & Deliver
Experience across
Touch Points
3
Watch this presentation in Merkle’s Activating the Connected Traveler on-demand webinar series
11 © 2015 Merkle. All Rights Reserved. Confidential
Utilize your traveler data
Customer Match
Watch this presentation in Merkle’s Activating the Connected Traveler on-demand webinar series
12 © 2015 Merkle. All Rights Reserved. Confidential
Understand your metrics and how they connect
• When is the
right time
• Are we
activating
• Are our tools
being used
• How are we
reconnecting
• Number of
nights
• Average
travelers
• Dollars booked
• App
engagement
• Social sharing
• Services
purchased
• Reviews
• Social Sharing
Dreaming
Planning Experiencing
Sharing
Booking
Watch this presentation in Merkle’s Activating the Connected Traveler on-demand webinar series
13 © 2015 Merkle. All Rights Reserved. Confidential
Matt Naeger
THANK YOU!
SVP Digital Strategy – Merkle Inc.
www.merkleinc.com
Watch this presentation in Merkle’s Activating the
Connected Traveler on-demand webinar series