digital power: a journey to direct channel growth
TRANSCRIPT
EVERYMUNDO
DIGITAL POWER:A JOURNEY TO
DIRECT CHANNEL GROWTH
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1 AIRLINE(PAID)
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42% (AND
GROWING) OF
TRAVELERS
WORLDWIDE
USE
SMARTPHONES
TO PLAN OR
BOOK THEIR
TRIPS
HOWEVER…
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42% (AND
GROWING) OF
TRAVELERS
WORLDWIDE
USE
SMARTPHONES
TO PLAN OR
BOOK THEIR
TRIPS
ONLY 53% OF
AIRLINES OFFER
A FULLY MOBILE
BOOKING
SOLUTION TO
SMARTPHONE
USERS
HOWEVER…
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AIRLINE BRAND POWER
THE PROBLEM
AIRLINE DIGITAL POWER
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DIGITAL POWERBRAND POWER
AMAZON
OTAS/MSES
WHO CONVERTS BRAND POWER INTO DIGITAL POWER?
AIRLINES
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THE FOUR COMPONENTS OF DIGITAL POWER
EXCEPTIONAL USER
EXPERIENCETECHNICAL AGILITYGLOBAL REACHMASTERS OF DATA
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MASTERS OF DATA
THE FOUR COMPONENTS OF DIGITAL POWER
MASTERS OF DATA
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THE FOUR COMPONENTS OF DIGITAL POWER
MASTERS OF DATA
• COLLECTS MORE THAN 1 BILLION FLIGHT PRICES EACH DAY
• ALGORITHMIC PRICE PREDICTIONS PROVIDING NOTIFICATIONS AND
PURCHASE ADVICE TO TRAVELLERS
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GLOBAL REACHMASTERS OF DATA
THE FOUR COMPONENTS OF DIGITAL POWER
GLOBAL REACH
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• PAID SEARCH CAMPAIGNS IN 20+ LANGUAGES
• PERFORMANCE LANDING PAGES IN 15+ LANGUAGES
• LOCALIZED WEBSITE EDITIONS FOR 50+ COUNTRIES
THE FOUR COMPONENTS OF DIGITAL POWER
GLOBAL REACH
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TECHNICAL AGILITYGLOBAL REACHMASTERS OF DATA
THE FOUR COMPONENTS OF DIGITAL POWER
TECHNICAL AGILITY
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• AUTOMATED SYSTEMS MANAGING MILLIONS OF PRODUCT PAGES
• REAL-TIME FARE AND SCHEDULING UPDATES AT MASSIVE SCALE
THE FOUR COMPONENTS OF DIGITAL POWER
TECHNICAL AGILITY
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EXCEPTIONAL USER
EXPERIENCE
TECHNICAL AGILITYGLOBAL REACHMASTERS OF DATA
THE FOUR COMPONENTS OF DIGITAL POWER
EXCEPTIONAL USER EXPERIENCE
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• FULLY OPTIMIZED MOBILE SITE & APP
• INTUITIVE & FAST BOOKING PROCESS
• USER-FRIENDLY, AUTOMATED ALERTS
THE FOUR COMPONENTS OF DIGITAL POWER
EXCEPTIONAL USER EXPERIENCE
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OWN THE
CUSTOMER
THE FOUR COMPONENTS OF DIGITAL POWER
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WHO CONVERTS BRAND POWER INTO DIGITAL POWER?
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WHO CONVERTS BRAND POWER INTO DIGITAL POWER?
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WHO CONVERTS BRAND POWER INTO DIGITAL POWER?
NOW IT’S YOUR TURN.
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INCREASE YOUR DIGITAL POWER:
THE JOURNEY
INCREASE YOUR DIGITAL POWER
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EXCEPTIONAL USER
EXPERIENCETECHNICAL AGILITYGLOBAL REACHMASTERS OF DATA
MEASURE PRODUCTIZE AUTOMATE ENABLE
INCREASE YOUR DIGITAL POWER
THE JOURNEY
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MASTERS OF DATA
MEASURE: ACCURATE
DATA, ACTIONABLE
INSIGHTS
INCREASE YOUR DIGITAL POWER
MEASURE
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MASTERS OF DATAMEASURE
DEFINE KPIs AND TRACKING
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ETC.
DEFINE KPIs AND TRACKING
PICK ONE
MASTERS OF DATAMEASURE
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ETC.
DEFINE KPIs AND TRACKING
PICK ONE
TEST TEST TEST!!!
MASTERS OF DATAMEASURE
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GLOBAL REACHMASTERS OF DATA
MEASURE: ACCURATE
DATA, ACTIONABLE
INSIGHTS
PRODUCTIZE: EVERY
FLIGHT, EVERY
LANGUAGE
INCREASE YOUR DIGITAL POWER
PRODUCTIZE
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A DEDICATED PAGE FOR . . .
• EVERY DESTINATION / ORIGIN / ROUTE
• EVERY LANGUAGE AND COUNTRY
• ALL DEVICES
GLOBAL REACHPRODUCTIZE
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GLOBAL REACHPRODUCTIZE
EXAMPLE OF A MAJOR AIRLINE’S GLOBAL ONLINE VISIBILITY
(ORGANIC SEARCH)
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EXAMPLE OF A MAJOR AIRLINE’S GLOBAL ONLINE VISIBILITY
(ORGANIC SEARCH)
KNOW WHAT’S POSSIBLE
GLOBAL REACHPRODUCTIZE
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Typical Airline
~2,000 Pages
Etihad (airTRFX®)
650,000 Pages+
Expedia.com
5.5 mil Pages+
Global Megacarrier
(airTRFX®)
6 mil Pages+
GLOBAL REACHPRODUCTIZE
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TECHNICAL AGILITYGLOBAL REACHMASTERS OF DATA
MEASURE: ACCURATE
DATA, ACTIONABLE
INSIGHTS
PRODUCTIZE: EVERY
FLIGHT, EVERY
LANGUAGE
AUTOMATE: PRICES,
MESSAGE, UX
INCREASE YOUR DIGITAL POWER
AUTOMATE
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CLOUD-BASED
BIG DATA
STREAMING
WEBSITE FRONT-END
CONTROL VIA TAG
MANAGEMENT
TECHNICAL AGILITYAUTOMATE
CLOUD-BASED
BIG DATA
STREAMING
WEBSITE FRONT-END
CONTROL VIA TAG
MANAGEMENT
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CLOUD-BASED
BIG DATA
STREAMING
WEBSITE FRONT-END
CONTROL VIA TAG
MANAGEMENT
IT’S WHAT THE OTA’S ARE DOING
NEXT WAVE OF NEW CUSTOMER ACQUISITION / CONVERSION
TECHNICAL AGILITYAUTOMATE
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TECHNICAL AGILITYAUTOMATE
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TECHNICAL AGILITYAUTOMATE
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TECHNICAL AGILITYAUTOMATE
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EXCEPTIONAL USER
EXPERIENCE
TECHNICAL AGILITYGLOBAL REACHMASTERS OF DATA
MEASURE: ACCURATE
DATA, ACTIONABLE
INSIGHTS
PRODUCTIZE: EVERY
FLIGHT, EVERY
LANGUAGE
AUTOMATE: PRICES,
MESSAGE, UX
ENABLE: EASY TO BOOK
ON ANY DEVICE
(MOBILE, IBE)
INCREASE YOUR DIGITAL POWER
ENABLE
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EXCEPTIONAL USER EXPERIENCE
ENABLE
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EXCEPTIONAL USER EXPERIENCE
ENABLE
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EXCEPTIONAL USER EXPERIENCE
ENABLE
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OWN THE
CUSTOMER
INCREASE YOUR DIGITAL POWER
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OWN THE
CUSTOMER
__EARN
INCREASE YOUR DIGITAL POWER
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USE YOUR DIGITAL POWEREARN THE CUSTOMER
PRICE / UVP
PRECISION
QUALIFIED TRAFFICACQUISITION
ACQUIRE
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PRICE / UVP
PRECISION
QUALIFIED TRAFFICACQUISITION
ACQUIRE
USE YOUR DIGITAL POWEREARN THE CUSTOMER
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PRICE / UVP
PRECISION
CONTINUE THE MESSAGE
FLIGHT SEARCH INITIATION
QUALIFIED TRAFFICACQUISITION
PERFORMANCEINFRASTRUCTURE
ACQUIRE ENGAGE
USE YOUR DIGITAL POWEREARN THE CUSTOMER
EVERYMUNDO
PRICE / UVP
PRECISION
CONTINUE THE MESSAGE
FLIGHT SEARCH INITIATION
QUALIFIED TRAFFICACQUISITION
PERFORMANCEINFRASTRUCTURE
ACQUIRE ENGAGE
USE YOUR DIGITAL POWEREARN THE CUSTOMER
EVERYMUNDO
PRICE / UVP
PRECISION
CONTINUE THE MESSAGE
FLIGHT SEARCH INITIATION
ANONYMOUS DATA IS OK
USER BEHAVIOR
QUALIFIED TRAFFICACQUISITION
PERFORMANCEINFRASTRUCTURE
CONVERSIONOPTIMIZATION
ACQUIRE ENGAGE CONVERT
USE YOUR DIGITAL POWEREARN THE CUSTOMER
EVERYMUNDO
PRICE / UVP
PRECISION
CONTINUE THE MESSAGE
FLIGHT SEARCH INITIATION
ANONYMOUS DATA IS OK
USER BEHAVIOR
QUALIFIED TRAFFICACQUISITION
PERFORMANCEINFRASTRUCTURE
CONVERSIONOPTIMIZATION
ACQUIRE ENGAGE CONVERT
USE YOUR DIGITAL POWEREARN THE CUSTOMER
EVERYMUNDO
+ Customer Lifetime Value
USE YOUR DIGITAL POWEREARN THE CUSTOMER OWN THE CUSTOMER
EVERYMUNDO
THANK YOU
COME VISIT US AT BOOTH 32