building the business case for personalisation in travel - travel technology europe 2016

PowerPoint Presentation

Building the Business Case for Personalisation

@SagittariusMktg #Sitecore #TTE Stand T33

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Good afternoon everyone and thanks for coming to this session, Building the Business Case for Personalisation. My names Nick Towers and Im the MD at Sagittarius and Im really excited to bring you this session as we have two fantastic speakers who are going to share the benefit of their front line experience in building the business case for Personsalisation.

Just before I introduce them to you though, I thought I would take a moment to share why we wanted to do this session

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94% of businesses say personalisation is critical to their success Econsultancy, 22nd April 2015

29% have not implemented personalisation at allmaking the case30% said targeting and personalization was the top priority in 2015@SagittariusMktg #Sitecore #TTE Stand T33

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.So, when we were planning our two days at this event we decided we started thinking about what would be a really useful topic or concept to discuss and share about. As we were doing this our regular emails from econsultancy came through and reminded us about the fact that quite a lot of the time, agencies like ours, Sagittarius, bring home the need to implement intelligence into your strategic digital marketing.

However, the evidence is that we are preaching to converted

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94% of businesses say personalization is critical to their success

And

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30% said targeting and personsalisation was THE top priority in 2015

HOWEVER

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29% have not implemented personalisation at all AT ALL!

And, if we take out basic email personalization and ecommerce personsalisation, such as recently viewed items, and start thinking in terms of predictive personalization based on dynamic segmentation, then I would bet that the number of organisations who have implemented strategic personsalition drops even further

On this basis we can see that the issue is not desire, or knowledge as you guys are all clearly on board with the idea that we can use big data and behavioural analysis to segment, personalize and build meaningful relationships with our customers. The problem, is quite possibly budget or at a very least the time and effort required to go beyond saying hello to someone to understanding what they really really want

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todays sessionBuilding a Business Case for Digital Personalisation in TravelChris Nash, Sitecore

Contiki: The Business Case for PersonalisationAlexis Sitaropoulos, Marketing Director, Contiki


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.So, this leads me nicely into todays session and Im really pleased to say that we have two great speakers this afternoon in Chris Nash and Alexis Sitaropoulos (SIT AR OP OU LOS).

First up will be Chris Nash, from Sitecore. Chris is very much a digital visionary within the Sitecore SBOS team and hes going to share his insight and experience in how you can build a business case for personalization.

Following Chris is Alexis SIT AR OP OU LOS, the Marketing Director at Contiki, a market leading youth travel brand that delivers amazing experiences to its global audience. Im really excited by this talk as Alexis and Contiki are a client of ours and I can vouch for how far beyond these guys go in staying at the cutting edge of digital marketing and customer experience from dynamic segmentation and predictive personalization through to VR and Augmented Reality.

Following the two presentations, hopefully there will be 5 or 10 minutes at the end where you can then quiz these two - this is your time to quiz two experienced digital masters in order to squeeze every last drop of benefit and insight from them!

So, as mentioned, first up we have Chris Nash from Sitecore.

Chris is a Sitecore legend and has worked with a wide range of international blue chip organisations as part of the Sitecore Business Optimisation Services Team. For the past 5 years Chris has worked with these brands to develop and implement cutting edge digital strategies, using the very latest techniques in dynamic segmentation, personalization and automated marketing to ensure that Sitecore customers deliver true ROI.

As part of this process Chris also works on the first stage of the journey and that is working on the business case, looking both sides of the ROI equation and hes going to share with you this afternoon a process and framework for building the business case for personalization. Chris over to you3

Building a Business Case for Digital Personalisation in TravelTravel Technology EMEAFebruary 25, 2016

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Building a Business Case for Digital Personalisation in TravelThis session explores how todays business models have changed and how building a case for digital personalisation starts with business objectives and goals before developing a customer experience strategy.4

5E-consultancy 201592%of companies that use website personalization gain conversion uplift. An increase of 14% YoY.

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

The ability to use data in the moment to create meaningful, relevant experiences.

But only 16 % of marketers can use behavioral data and pref data for personalization .

How can you be part the companies that use pers to gain uplift?5

6Forrester. Contextual Marketing Imperative. 201516%of marketers are able to capture customer intent and deliver real-time, behavior-based marketing across all channels.


The Contextual Marketing Imperative. Evaluate how marketers are meeting customer preferences.

The report was based on data from surveys of 1,200 global consumers and 200 advertising and marketing professionals at organizations with 500 or more employees.

Only 16% of the marketers surveyed say their organization is able to capture customer intent and deliver real-time, behavior-based marketing across all channels.Some 40% of consumers surveyed say most promotions they receive don't deliver anything of interest, and 44% say they receive too many offers.6

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Building a Business Case for Digital Personalisation in Travel

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.We works with a lot of companies using our platform on the journey.

Personalizaton is a key driver

If you are at the stary7

8Three Pillars of Your Business Case


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2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Cxmm dig trans step by step

Align and opt opt = personalize

Many marketers want to but few know how

Perception that it is difficult

Start with align and opt

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10Digital Personalization Business Case Fundamentals

Booking CompleteRequest a CallRequest Info PackSign up for eventRegister for newsletterAdd to Cart

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.11************

Discounted personal transfers.

Skiing accommodation brochure: Austria. Saalbach Regular Skier - IntermediateGroup Skiing, Chalets Keywords: Chalets, AustriaFree ski voucher: try the latest for a day.

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.12Collect Data

Connect Data Marketings Single View of CustomerWebsite visitsCampaignsSocialCRMOutcomesGoalsOnsite ActionsERPeCommerceChannelsInspirationConsiderPurchaseUtilizeMarketings Central PlatformExperience DatabaseIn the MomentProfile DataData HistoryConnection Data

Personalization & Data

CX Data & PersonalizationProfiling


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13Personalization Prioritize and Conquer Think PIE:PotentialImportanceEaseMarketing Campaigns with great VolumeTie content to the promise ofthe inbound campaignEmails to existing customersShow content relevant to customersdont sell but adviceSite In-The-Moment Behavior (profiling)Show relevant content on highvolume pagesGeo LocationContent relevant for the visitorslocationConverted to Key Digital GoalsPlease, Lets not ask for the same again

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.PPC campaigns that are successful

Organic search landing pages

Easily revealed segmentation data - geoip, time of day, device

Key interactions if a specifc page nas been visited or if a specific goal has been triggered13

14Operational Efficiency is Essential for ROIPersonalization journey1:20 minPersonalization set up with test3 min


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15Example Personalization Journey

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2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.16Measuring Personalization Effectiveness

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2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.17

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Maturity level Personalisation 6% - 12%Testing 1% - 6%Experience automation 3%- 7%Mobile optimisationMulti-channel campaignsTime before Sitecore platform becomes operationalTime/cost to execute tactics e.g. testing Time/cost to optimise content for mobile devicesLicense, maintenance, xDB annual subs costs etcDesign, build, set-up costsData integration costsTrainingOther costs: Email cleansing, translation

Efficiency / cost factors(before and after)Optimisation tactics

95% of companies who used a combination 72% increase in conversions. Source: eConsultancy, 2014Sources: Forrester, eConsultancy, Gartner, Annuitas GroupFactors in the ROI Calculation for Business Case

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.19

connecttheexperience.com/ebook @chrisnash

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.The ROI of a connected platform

Like an ROI of personalization calculator19

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connecttheexperience.com/ebook @chrisnash


nextContiki: The Business Case for Personalisation

Alexis Sitaropoulos, Marketing Director, Contiki


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Thanks Chris for that I hope you guys all found that as useful as I did particularly the three pillars of building your business case and the section on mapping your strategic objectives to defined goals and outcomes. Really useful when it comes to presenting this to your bosses!

Next up we have Alexis Sitaropoulos

Alexis is the Marketing Director for Contiki, a youth travel brand with a global audience. Contiki provide unique travel experiences to hundreds of thousands of 18 to 35 year olds every year, covering over 60 countries and experience is at the heart of it all.

Contikis mantra of No Regrets underpins their philosophy that life is for living and that travel is key to creating life changing and defining moments and for many of Contikis audience this experience starts in the digital world. So, Alexis and his team of talented individuals are in the process of defining a truly cutting edge, customer focused digital platform that takes advantage of the latest techniques in dynamic segmentation and predictive personalization, in addition to all the other fantastic work that they do.

Now, personally, I have been privileged in being able to work with these guys over the past, nearly 12 months now, on the planning and implementation phases. I can honestly say, hand on heart, that I love going to their offices and working with their team to work out their initial predictive personsaliation strategies and how were going to roll this our . Its been

Alexis, its over to you 21

THE BUSINESS CASE FOR PERSONALISATIONAlexis SitaropoulosMarketing Director, [email protected]


THE CONTIKI STORYSince 1962Global reachYouth travel is all we doThe Connected GenerationAddicted to contentCynical of mass marketingTech dependentNiche and fragmentedThe most diverse generation in history


REMEMBER THESE?

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.THE DIGITAL PROMISE

Rich digital contentGranular measurementLimitless opportunities to sell the value prop

THE WORLDHAS CHANGED!


ONE FLAWA SINGLE MESSAGE TO EVERY CONSUMER

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.THE PERSONALISATION PROMISE

BIG DATA

RICH CONTENTCONNECTION

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.CONSIDERED PURCHASE PROCESS3-6 MONTHS3-12 MONTHS


WIDELY VARIED MOTIVATIONSDIFFERING MOTIVATIONS, INFLUENCES, NEEDSTATESI NEED TO KNOW EVERYTHING. ILL MAKE LISTS OF EVERYTHING WERE GOING TO SEEI SEARCH GOOGLE IMAGES TO SEE IF A PLACE LOOKS COOL. THATS ENOUGH TO GET ME INTERESTEDOUTSIDE OF MY DAUGHTERS SAFETY,EVERYTHING ELSE IS PRETTY FLEXIBLE


HUMBLE BEGINNINGS

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.IDENTIFYING THE NEEDCONNECTED, YOUTH CONSUMERVARIED PURCHASE PATHDIVERSE MOTIVATIONSWIDE RANGING PRODUCT EXPERIENCELONG CONVERSION CYCLEFUNDERS DILEMMA


THE VISIONA PLATFORM FOR OUR DIGITAL FUTUREEfficient but tuned to the consumers needsWorld class customer experiencePersonalised engagement on mass scaleSell more stuff


DEFINE THE BUSINESS GOALS

INTERROGATE THE EXPECTED ROIINCREASED CONVERSION RATEOPERATIONAL EFFICIENCYMARKETING EFFICIENCYCUSTOMER RETENTIONDATA ANALYTICSTHE COST OF REPLATFORM/RETOOLINGORGANISATIONAL CHANGE AND RESOURCINGVS


PARTNERS + TECHNOLOGYPARTNERSNavigatorsAt least a years head startTECHNOLOGYBusiness needs to lead the techPlatform for the future

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.SETTING KPIs

GOALS

CUSTOMER JOURNEYS

PROFILES AND PERSONALISATIONWhat can you measureWhat is valuableKISS + biggest impact

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.IMPLEMENT ORGANISATIONAL CHANGEMATCH CAPABILITIES & APPROACHES TO YOUR GOALSContent creationDesignAnalytics and data scienceTestingOptimisation...and change the mindset

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Consumers are becoming accustomed to personalisation throughout their lives.

It will become the expectation.


THANKSAlexis SitaropoulosMarketing Director, [email protected]


questions?

Chris [email protected]

Nick [email protected]

SitecoreStand T33@SagittariusMktg #Sitecore #TTE Stand T33

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Thanks Alexis I always love hearing Alexis talk about digital and marketing and all the amazing things that he and his team get to do. For me, that was a really special insight from someone who is leading the charge to not just talk about the very latest digital technologies and opportunities but to actually use them. Great stuff!

Thank you and QuestionsSo, thats it from our two speakers and so Ill open up the floor for questions. If anyone has any questions about anything that youve heard this afternoon or if theres anything youve ever wanted to ask a digital master, then please put your hand up and we will come to you with the mic so that you can ask away

FinallySo it just remains for me to say a big thank you to our two speakers this afternoon and an even bigger thank you to you all for coming to listen to us. I hope you found this session useful and if you have any further questions or if you would like to see some of the concepts discussed in action, then please come and find me, Chris and the rest of the Sitecore and Sagittarius team at Stand T33.39