fully gdpr compliant clickstream and multi touch attribution ...fully gdpr compliant clickstream and...

Fully GDPR compliant clickstream and multi touch attribution technology

“Currently your service is very different but you feel a bit like

other booking sites”

POWER OF BRAND NOT REFLECTED IN

COMMERCIAL GROWTH

DIGITAL HAD DE-PERSONALISED

RELATIONSHIP

LOOKING TO CONNECT THE POWER OF BRAND TO BUSINESS PERFORMANCE

FELT MORE LIKE BOOKING ENGINE

THAN BRAND

Tapping into

the right brand

audience

Doing the right

thing

Happy = loyal

and high LTV

The brand is

loved, trusted,

respected and

well known

amongst their

target audience

The service

proposition - You are a

great matchmaker, you

save time and reduce

risk. You deliver great

hotels for the customer,

and great customers

for the hotel

This creates

happy

customers and

happy hotels

OUR PERFORMANCE AUDIT

TO DRIVE PROFITS BY DELIVERING A

PERSONALISED EXPERIENCE THAT IS

MORE RELEVANT AND ENGAGING TO

OUR USERS

THE CHALLENGE

OPTIMISE WHAT THEY

CURRENTLY DO

CREATE NEW WAYS TO

ENGAGE

HOW CAN WE DRIVE PROFITS BY DELIVERING A

PERSONALISED EXPERIENCE

THAT IS MORE RELEVANT AND ENGAGING TO OUR

USERS?

THE OUTPUTS FOR EACH STREAM ARE

CONNECTED

UNDERSTAND THE FACTORS THAT

DRIVE PROFITABLE CUSTOMERS &

ENGAGEMENT

CREATE ACTIONABLE INSIGHT AND

OPTIMISATION ALGORITHMS

OPTIMISE ACQUISITION CONTENT

TARGETING AND REPEAT BOOKINGS

ANALYSIS &

STRATEGIC

DEVELOPMENT

CREATE INTENT DON’T SERVE IT

CREATE ENGAGEMENT IN PLANNING

MOMENTS AS WELL AS AT POINT OF

PURCHASE

DEVELOP DIGITAL SERVICES/APPS TO

ENABLE WIDER AND MORE PROFITABLE

ENGAGEMENT, DATA INSIGHT AND SALES

DRIVING UP

THE

FUNNEL

CREATE NEW WAYS TO

ENGAGE

OPTIMISE WHAT THEY

CURRENTLY DO

ADVOCACY

SCV DATABASE

& RESPONDENTANALYSIS & MODELING

TIME

CUSTOMER VALUE

UPLIFTSTAGE FOUR:

EVALUATE & LEARN

OWNED DATALENGTH OF RELATIONSHIP WITH SMITH

VOLUNTEERED DATADEMOGRAPHICS

OBSERVED DATA

SINGLE

CUSTOMER

VIEW

REAL TIME DIGITAL AUDIENCE

OPTIMISATION

MEDIA MOMENTS

LIVE BID ADJUST

CONTENT OPTIMISATION

HOW WE HAVE DELIVERED THIS

OWNED

DATA

PR

OFI

T VALUE MODELLING

UNDERSTAND DRIVERS OF

POSITIVE BEHAVIOUR

CONNECT BRAND CONTENT

AND DISTRIBUTION TO BRAND

ENGAGEMENT AND PROFIT

OPTIMISE COMMS

AGREED PLAN

SET UP AND LINK DATA

SETS

CREATE ATTRIBUTION

MODELS

DEVELOP INSIGHT

TARGETING

CONSULTANCY

DEVELOPMENT

STRATEGY

BESPOKE REPORTING

ONLINE REPORTING INTEGRATE SOCIAL

DATA

CREATE APPS

STAGE 1 STAGE 2 STAGE 3

HOW WE HAVE DELIVERED

AGAINST THIS

SCV VALUE MODELATTRIBUTION

MODELCHANNEL

OPTIMISATION MODEL

INSIGHT

RETARGETIN

G EMAIL DISPLAY

PRICE

COMPARISONSEM

£1.8M PER

MONTH30% UPLIFT 123% UPLIFT NEW 234K

PER MONTH165% UPLIFT

WHERE WE ARE NOW

WE ARE NOW TRACKING EXPOSURE TO MMS

BRANDED MESSAGES – NOT JUST CLICKS.

WE CAN NOW SEE WHAT PEOPLE ARE DOING

ONSITE, SEEING ACROSS DIGITAL CHANNELS AND

SAYING ON SOCIAL AND ALL AT THE INDIVIDUAL

LEVEL.

USING ADVANCED ANALYTICS WE CAN NOW USE

THE DATA TO OPTIMISE FUTURE COMMUNICATIONS.

PR AND NON DIRECTLY ATTRIBUTABLE MEDIA CAN

BE DEALT WITH BY LOOKING AT THEIR IMPACT ON

DRIVING ONLINE ENGAGEMENT.

WE CURATE MR AND MRS SMITH CONTENT MOST

APPROPRIATELY TO INDIVIDUAL CONSUMERS TO

DRIVE HIGHER ROI FROM INCREASED

EFFECTIVENESS AND DECREASED COSTS.

WE CAN NOW DO THIS AT THE INDIVIDUAL LEVEL

AND ARE BUILDING CHANNELS EXECUTION IN REAL

TIME.

LIVE MACHINE

LEARNING

OPTIMISATION

SERVE

INTENT

ASSOCIATE

THE BRAND

WITH

CONTENT

SEEKING

MOMENTS

CREATE

INTENT

ENGAGE IN

MOMENTS

OF CHOICE

IN SUMMARY

TO BEGIN WITH MMS OPTIMISES ON A CPR BASIS

WE ENHANCED ENHANCED THIS BY OPTIMISING CONVERSION

FROM THE TARGETING OF INTENT TO CUSTOMER VALUE

LOOKING ACROSS ALL HARD INTERACTIONS WITH THE WEB SITE

WE NOW INCLUDE EXPOSURE DATA FROM SOFTER

MEASURES OF AWARENESS AND ENGAGEMENT CHANNELS

EXPOSURE PPC, SEM WEBSITECUSTOMER

VALUEAWARENESS VISIT PURCHASE

WHAT NOW

NEW WORK

• DISPLAY A NEW CHANNEL NOW

DRIVING VALUE

• NOW BACK IN PRESS

• TV BACK ON THE AGENDA

• CREATION OF A CONTENT HUB TO

DELIVER AND SERVE INTENT

• INTELLIGENT CONTENT MARKETING

• NATIVE VIDEO DISTRIBUTION

NEW VALUE

• TOTAL CONTRIBUTION ROLLING 12

MONTHS- 3.5M - £70M

• INCREASE IN CURRENT VALUATION

170%

• INCREASE IN EQUITY VALUE ON

CURRENT VALUATION