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