adara - dublin tour may 2014

21
Knowing when, and what customers are buying based on travel data Tobias Wessels, VP Europe [email protected] May 16, 2014 34 Fitzwilliam Square Dublin 2

Upload: ddm-alliance

Post on 22-Jan-2015

136 views

Category:

Technology


1 download

DESCRIPTION

 

TRANSCRIPT

Page 1: Adara - Dublin Tour May 2014

Knowing when, and what customers are buying based on travel data

Tobias Wessels, VP Europe

[email protected]

May 16, 2014

34 Fitzwilliam SquareDublin 2

Page 2: Adara - Dublin Tour May 2014

2

Volume of digital data createdwill triple in 3 years

1302005

1,2272010

2,7202012

7,9102015

EXAPONENTIAL:Quantity of global digital data, exabytes

Note: 1 Exabyte equals 1,000,000 Terabytes

Page 3: Adara - Dublin Tour May 2014

3

Implications of Living in a Data Age

Data: Cheap

Knowledge: Valuable

The most valuable companies in the world transform data into knowledge!

Page 4: Adara - Dublin Tour May 2014

4

Page 5: Adara - Dublin Tour May 2014

5

Page 6: Adara - Dublin Tour May 2014

6

Amsterdam

Page 7: Adara - Dublin Tour May 2014

7

Page 8: Adara - Dublin Tour May 2014

8

ADARA Solves Two Big Problems for Partners

Travel Data Owners Advertisers

ONLINE MARKETERS

“How Do I Market More Efficiently?”Advertisers

TRAVEL DATA OWNERS

“How Do I Monetize My Data Without Compromising It?”

Driving Revenues& Greater Online Bookings

Page 9: Adara - Dublin Tour May 2014

9

Why Travel?

Lots of data

High purchase value

Use for other verticals

Complementary products

Page 10: Adara - Dublin Tour May 2014

10

Why First Hand?

To outperform the market

Avoid the risk of data leakage

Better value $$$

Page 11: Adara - Dublin Tour May 2014

Scale Matters

11

>250 MUniqueProfiles

> 1,000 MIndividual Data

Elements

Benefits of Scale

• Better Reach

• “Fresher” Information

• Better Performing Campaigns

• Improved Monetization

+

Page 12: Adara - Dublin Tour May 2014

Baseline target

Base + 1

Base + 1a

Base + 1b

Base + 2

0 1 2 3 4 5 6 7 8 9 10

Performance Index by Number of Target Data Points

Data Drives Performance

12

Additional Signals Dramatically Boost Performance

Page 13: Adara - Dublin Tour May 2014

Leisure

Business

0 5 10 15 20 25 30 35 40

38

19

Air & Hotel Booking Window

# of Days prior to Departure

Trip Planning Summary

13

Leisure travelers plan their trips far more in advance than business travelers

Page 14: Adara - Dublin Tour May 2014

60+ 58 56 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2

Depart

ure Date

0%

25%

50%

75%

100%Cumulative % of Air Booking (Business vs. Leisure)

BusinessLeisure

# Days Prior to Departure Date

50% at 4 Weeks prior to departure

50% at 2 Weeks prior to departure

Timeline for Airline Booking: Business vs. Leisure

14

Page 15: Adara - Dublin Tour May 2014

Using Data to Bust Myths

Myth #1

“Travelers book air first, then hotel, then car.”

Page 16: Adara - Dublin Tour May 2014

-15 or longer

-14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

-10%

0%

10%

20%

30%

40%

50%

60%

70% Business Travelers: Hotel Booking Behavior

Hotel Booking prior to Air Booking (24%)

Hotel Booking after Air Booking (76%)

Day 0 = Air Booking

72% of Business Travelers Book their Hotel on the Same Day or Before their Flight

16

60% of business travelers book air and hotel on the same day

Page 17: Adara - Dublin Tour May 2014

-15 or longer

-14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15+

-10%

0%

10%

20%

30%

40%

50%

60%

70% Leisure Travelers: Hotel Booking Behavior

Hotel Booking prior to Air Booking (33%)

Hotel Booking after Air Book-ing (67%)

Day 0 = Air Booking

70% of Leisure Travelers Book their Hotel on the Same Day or Before their Flight

17

50% of leisure travelers book air and hotel on the same day

Page 18: Adara - Dublin Tour May 2014

Using Data to Bust Myths

Myth #2

“I don’t need to advertise to my most loyal customers.”

Page 19: Adara - Dublin Tour May 2014

Impression Shown

No Impression

0 1 2 3 4

2.65

1.00

Performance Index

Target: Loyalty Program MembersControl (no impressions shown) vs. Test (impressions shown)

19

Loyal Customers Responded 2.5 Times Better

Even your most loyal customers require constant marketing.Performance uplift 6versus hold-out control.

Page 20: Adara - Dublin Tour May 2014

20

Page 21: Adara - Dublin Tour May 2014

21

Core product: Prospect targeting

User is not taken off the booking path

Hyatt AndazEUR 199

One more multiple of ADARA’s more than

70 data partners.