using big data to engage & convert valuable customers...8 big data defined “it doesn’t fit...

Using Big Data to Engage & Convert

Valuable Customers March 2014

2

U.S. 50 States

EMEA 45 Countries

S. AMERICA 9 Countries

ASIA 12 Countries

Sojern by the Numbers in 2013

Global Data Footprint

Impressions

10B

Heads in Beds

1.1MM

Boarding Passes

280MM

Car Rentals

1.9MM

Global Clients

500+

Traveler Profiles

160MM+

Locations

11 Employees

90

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Topics

+Big Data

+Data Types

+Using Data in the Marketing Funnel

+Using Data in Results Analysis

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I Don’t Care What the Data says…

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Question: Find x

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Topics

+Big Data

+Data Types

+Using Data in the Marketing Funnel

+Using Data in Results Analysis

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25,000,000,000,000,000,000 bytes

of digital data

created every day

SearchEngineLand February 2013

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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

9 Offsite2013

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

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Bidding on an impression in

real time to show one specific ad

to one consumer in

one specific context at

the right time

Audience Data + Programmatic Buying

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A Huge Topic….

… right message, to the right person, at the right time, in

real time

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Digital Pathway to a Booking

Beyond The Last Click: Google White Paper 2011

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Topics

+Big Data

+Data Types

+Using Data in the Marketing Funnel

+Using Data in Results Analysis

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Wrong?

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Capturing, Curating and Activating data…

Data Sources

TRAVEL

RESEARCH

BOOK

Activate Engage Travellers

Via Media

Channels

Curate Build/Maintain

Traveller

Profiles

Capture Collect/Aggregate

Data

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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

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For a Hotel Group….

Capture / Analyse

For powerful, cost effective customer acquisition I want to know key data

attributes of the customers I’m engaging with

Billions of Data

Points

Key Data Attributes

+ Destination intent

+ Dates of travel

+ Trip length

+ Party size

+ % audience overlap

+ Past booking behaviour

+ Loyalty status

+ Room availability

+ Room yield

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Deriving and Targeting the “When”

6%4%

4%

23%

32%

10%

19%

31+ 22-30 15-21 8-14 3-7 1-2 0DAYS

DAYSBETWEENBOOKINGHOTEL&STAY

hot el

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Topics

+Big Data

+Data Types

+Using Data in the Marketing Funnel

+Using Data in Results Analysis

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Whole Funnel Marketing

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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

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Whole Funnel Marketing

PROSPECTING

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Whole Funnel Marketing

PROSPECTING

Audience Targeting: new customers - Destination intent - Party size - Date travelling - Act-alikes - Dynamic creative:

destination + product offer

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Whole Funnel Marketing

SMART RETARGETING

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Whole Funnel Marketing

SMART RETARGETING

Retargeting site visitors using e.g: - Loyalty status - Product yield /

availability - Offsite

behaviour

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Topics

+Big Data

+Data Types

+Using Data in the Marketing Funnel

+Using Data in Results Analysis

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I Have the Data …

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Tale of 2 Campaigns…

Campaign 1 Campaign 2

Cost $100,000 $100,000

Conversions 3,784 3,307

CPA $26 $30

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Tale of 2 Campaigns…

Campaign 1 Campaign 2

Cost $100,000 $100,000

Conversions 3,784 3307

CPA $26 $30

Conv / Loyalty Status:

Highest Tier 2562 312

High Tier 972 563

Mid Tier 98 752

Low Tier 22 807

Non Member 130 873

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Tale of 2 Campaigns…

Campaign 1 Campaign 2

Cost $100,000 $100,000

Conversions 3,784 3307

CPA $26 $30

Conv / Loyalty Status:

Highest Tier 2562 312

High Tier 972 563

Mid Tier 98 752

Low Tier 22 807

Non Member 130 873

Non Highest Tier CPA $97 $45

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Extrapolating from Incomplete Data

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Search for Incrementality

Prospecting Retargeting

Hotel Sub Brand 1 13% 12%

Hotel Sub Brand 2 11% -4%

Hotel Loyalty Programme 4% -8%

Lift studies can help refine targeting and attribution

Charity ads vs. campaign ads to same audience targeted profiles for a major hotel group

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Attribution Options

Last Click All credit goes

to the last click

First Click

Post View

All credit goes

to the first click

Last channel

to show an ad

gets the credit

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Clicks?

95% of clicks

don’t convert

90% of converters

don’t click

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Advanced Attribution

Source: Tagman VIS

Algorithmic

Attribution

Let the data

decide where

to assign

credit

37 Offsite2013

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

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“Who cares? It’s what you’re doing with it…” Stephane Hamel, CSO Cardinal Path

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Stephen Taylor VP & MD International E stephen.taylor@sojern.com P +44 7768 454758

Thank you