deb o'sullivan's (microsoft) presentation at mumbrella's travel marketing summit

Rivers of Knowledge

Microsoft is transforming

32% United States 2x growth

14.8% Canada 2x growth

14.2% Australia 2x growth

21.3% United Kingdom 3x growth

Microsoft Search Network powers Search Share1 and Growth2 (2011-2016)

Source: Nielsen Consumer & Media View, National Online database (Jan – Dec 2015); Nielsen Online Ratings for November 2015 *Total Population = All Australians 14 years and over – includes both online and offline population Survey questions asked to the respondents: : Which of the following activities have you used the Internet for in the past month?, Please indicate which of the following mobile phone activities you have done in the past 30 days.

Attended Uni

21.7% Microsoft

18.9% Google

Aged 35 – 54 years

45% Microsoft

42% Google

25% of our audience is unique to Microsoft Search

Worldwide conversion rates, by format & device, Q3 2016 Among campaigns analysed by Marin Software1

Smartphone Tablet Desktop

0

0.5

1

1.5

2

2.5

3

3.5

0 0.5 1 1.5 2 2.5 3 3.5

Search

4.81% 7.13% 8.55%

Social - 0.98% 1.95%

Display

2.35% 3.62% 4.78%

Source: Marin Software: “The Q4 2016 Performance Marketer’s Benchmark Report” Dec 2016

Multi-Source Proprietary Behavioral Data

Customer Decision Journey Insights

Recommendations

OTAs

Reviews

Accommodation

Search

Meta Search Site Airlines

Thickness of the path indicates weight of the relationships between the nodes

8-10

2 in 5

36

Airlines

Meta Search

Hotels

Reviews

Cruise

OTA 90%

78%

62%

78%

61%

19%

% of users

78%

62%

78%

61%

19%

20%

12%

11%

9%

2%

Airlines

Meta Search

Hotels

Reviews

Cruise

90%

% of users

42%

% of user actions

OTA OTA

OTA 15.0

Travel Agent 7.6

Accommodation 7.5

Meta Search 7.0

Airlines 6.0

Reviews 5.4

Cruise 5.0

Car Rental 3.5

Average Dwell Time

(min) Activity

Average Dwell Time

(min) Activity

Inspire

Research

Book

OTA 27%

Hotels 2%

Search 25%

Review 11%

Meta 13%

Airlines 15%

Airline 36%

Search 11% Meta

13%

OTA 26% Review

11%

Hotels 2%

OTA 41%

Airlines 23%

Hotels 5%

Search 6%

Review 11%

Meta 10%

Who’s Jerry?

Jerry Persona 82

40 days 25-35

Behaviours

Jerry Persona 82

Google

PayPal

Jerry Persona 82

Research

•  Bargain/deal hunting •  Comparing

different brands

•  Alternative evaluation •  Reviews

•  Product, price, convenience

Book

•  Metasearch •  OTA •  Accommodation

•  Flights •  Making an

informed choice

Jerry Persona 82

•  Searches of destinations

•  Brand is not top of mind

•  Process is unstructured

Inspire

•  Searches of destinations

•  Brand is not top of mind

•  Process is unstructured

Inspire

5 best places to visit in New Zealand Croatia

Rent a car in Croatia

travelogx Croatia

What other people say about Croatia 2016

Crete Greece (Greek Islands)

South Africa pictures

St Tropez tourism (Close to Nice, SE France)

How to say price in Croatian

Mallorca Spain (Islands)

Kos Greece (Greek Islands)

Louvre Paris entrance fee

•  Searches of destinations

•  Brand is not top of mind

•  Process is unstructured

Inspire

a

Research

•  Bargain/deal hunting •  Comparing

different brands

•  Alternative evaluation •  Reviews

•  Product, price, convenience

Burberry mens gunmetal grey watch

$ → €

Okuklje Bay Croatia

Spiaza Susak Croatia

Flights from Adelaide to Croatia farecompare.com

jetcost.com.au

expedia.com.au

tripadvisor.com.au

momondo.com.au

skyscanner.com.au

kayak.com.au

qatarairways.com

Book

•  Metasearch •  OTA •  Accommodation

•  Flights •  Making an

informed choice

More GoPro accessories

Europe vacation travel video guide

Awesome Adventures: Croatia

Hotel Amfora Hvar

Last minute deals Mykonos

expedia.com.au

tripadvisor.com.au

edreams.com.au

booking.com

trivago.com.au

lastminute.com.au

hotelscombined.com.au

airbnb.com.au

Platform People Path

Implication for Marketers

Platform People Path