2
Travel Vertical | Key Trends
2.Today’s consumers are
looking to be engaged and
inspired not sold. [Content
Marketing]
1. Tech driven innovation in
products/services (e.g. MyMagic+,
Remote Check-in, Self Bag Check)
is leading to rapid growth in
consumer data
[Technology/Data]
3. Consumer’s continue to increase
time spent on mobile devices.
Travel brands will move primary
brand experience to the mobile
device [Mobile]
The Consumer- Centric Transformation
The Consumer-
Centric
Transformation
4. It’s the “golden age”
for personalization in
the travel industry
[Personalization]
3
The state of digital marketing is rapidly changing
Programmatic continues to expand
New players emerging for direct marketing
Cross Device
• Social platforms are evolving
• User base and profiles creating massive scale
• Unique inventory and placements
• Users are spending their time across devices
• Shift from cookies critical for targeting measurement
• Early stages of ID based tracking
• Ubiquitous on the media plan
• Offerings extending out remnant to premium
• Optimizing performance AND workflow
5
We have seen addressable media create competitive advantage before
Addressability at scale (AAS) is defined as the opportunity to create competitive advantage
through the ability to deliver targeted, personalized experiences to consumers.
AAS 5.0 Person ID
AAS 1.0 Name & Address
AAS 2.0 Phone #
AAS 3.0 Email Address
AAS 4.0 Cookie & Device ID
1990 2014
The merchant opportunity lies in addressability and the
enablement of data and analytics
The digital audience platform marketplace that is now at massive scale
6
These addressable audiences are scaling exponentially
Mature addressable
platforms Email Mail Phone
Scaling addressable
platforms
Emerging addressable
platforms
POS Website Call center
Your addressable
platforms
7
Addressable Platforms
Enabling Audience Platforms give us control of the message
and when it is delivered
An Audience Platform is a digital technology that enables automated,
targeted, personalized experiences to individuals (known and anonymous)
at scale utilizing first and/or third party data
Customers
1st Party
Data
3rd Party
Data
CRM Database
8
New competencies are required to take advantage
Marketers must evaluate their own
competency level and decide how best to fill
gaps internally and with external expertise
In the highly digitized world of AAS, a
new set of competencies must be
attained by the marketer
We call the personification of those
collective skills The Platform Marketer
While new processes, data, and
technologies must be implemented
(what we call Connected CRM),
these digital platform competencies
must first be addressed
j
Identity
Management
Audience
Management
Consumer
Privacy &
Compliance
Media
Optimization Platforms
Utilization
Channel
Optimization Experience
Design &
Creation
Measurement
and attribution
Marketing
Technology
9
The Addressable Experience requires the 3C’s
CONTEXT
Our applied knowledge
of the traveler
Every asset we
have to put in front
of the traveler
CONTENT CONNECTIVITY
When we bring
the two together
in media and channels
10
Making the platform pay off requires audience based planning
• Client Discovery
• Business Problem
• Current Program
• Goals/KPI’s
• Audience Brief
• Customer Research
• Segment Analysis
• Decision Map
• Competitive Research
• Direct Competitors
• Indirect Competitors
• Business Analysis
• Market Analysis
• Product Values
• Threats
• Strategy Brief
• Communication
Architecture
• Message Sequence Plan
• Journey Map Design
• Customer Experience
Blueprint
• Creative Brief
• Media Brief
• Strategy Plan
• Seasonal Plan
• Loyalty Plan
• Events
• Plan Prioritization
• New Media Opportunity
• Plan Updates
• POV Development
• Monthly/Quarterly
Strategy Meetings
• Annual Planning
• Ongoing Messaging
• KPI management
• Funnel Optimization
STRATEGY
PLANNING DEVELOPMENT
& LAUNCH
AUDIENCE
INSIGHT
OPTIMIZATION
11
Brand
Research
Consumer
Insight
Market
Analysis
Key
Insight
Program
Brief
Creative &
Message
Brief
Media Brief
Digital Exp.
Brief
Creative &
Message
Media
Plan
Asset
Development
Program
Mgmt
Insights Briefing Execution
Formed though the traditional media process
12
Context leverages everything we know about the audience
LIFECYCLE
BEHAVIOR IDENTITY
SEGMENT
LOCATION VALUE
Client
1st Party Data
CRM
1st Party Data
+ Demographic
Age & Gender
Lifestyle
Relationship
Education
Job Title
Page Likes
Categories
Page Likes (Pages)
Activity
Frequency
Devices
Household
Estimated Income
Home Ownership
Household Size
Home Market Value
Spending Methods
Location
Cities
Countries
Language
Purchase
Retail
Online
Purchase for Both
In Market for Auto
Combined advertiser and Facebook customer view:
14
Connectivity allows us to deliver experiences
Timing /
frequency Platform Device /
format
Segment
A
Segment
C
Segment
D
Segment Lifecycle
Awareness
Product
Consideration
Request
a Quote
Start
Application
Process
CONTEXT
Message Offer
CONTENT
Treatment
Segment
B
Brand
Consideration
Segment
B
Brand
Consideration
4X
Mobile A
1
Hotel
CONNECTIVITY
16
WHO to target
WHERE to target
WHAT message
WHICH creative treatment
HOW much to spend
Individual
Behavior
Online &
offline sales
Competitive
Information
Customer value
& risk
Segments &
models
Highly targeted and personalized customer journey
Life would be easier if optimization looked like this
Super Duper Optimizer Centralized & Automated
17
Therefore, we must rationalize the tech stack to support an addressable
customer experience
Audience Platforms
Ma
rketi
ng
Au
tom
ati
on
Channel Execution (Indirect) Media Execution
Marketing Database
Search
Business Rules Engine
Decisioning Algorithms
Audience Management
Real-Time Data Transfer
Advanced Analytics
Attribution / Forecasting
Business Intelligence
Customer 360° Data Assets Event Stream
Cam
paig
n M
anagem
ent
MR
M
Messaging
Location Services Tag Management
Insights Platform Data Management
Platform
Decision Optimization
Platform
Content Governance Content Management
Application Services
Asset Management
Lead M
anagem
ent
Channel Execution (Direct)
Site Contact Center Preference Center POS Distributor Partner Site Digital Media
Data Services
Customer / Partner Management Platform
Identity Management
Onboarding CDI/DDI Cross Device
Automation Systems SFDC
Partner Syndication
Company Level Identity
Partner Portals
Predictive Engine
Audience Syndication
18
The core enabler of addressable marketing is the connected
customer view
Social
Direct Mail
Display
Search TV/Video
Mobile
Site
Product
LTV
Segment
Demographics
Life Events
Call
center
Meetings
• Consolidated view of the
consumer across all
touchpoints
• Allows clients to analyze their
programs in context of the
whole picture
• Valuable insights on consumer
value, attitudes, and behaviors
• Attribution – provides
foundation for effective
measurement
• Multi-media, multi-channel
optimization based on facts
20
Identity Ecosystem
Audience Platforms
Name & address 3rd party cookie 3rd party segment Context
1st party cookie Device ID Geo-location Social ID / handle
Cross Device
On-boarding
Tag Management
Identity Management
21
Interactive Data Management – The DMP
DMP
Audience
Syndication
Impression/
Click Tracking
DMP Data
Input
CRM Back
feed
Ad
Server
DSP/ Ad
Network
Decision
Engine
ESP
Search
Engines
Site/Landing Pages
Email trigger
Online Ad Targeting
Search (RLSA)
Third Party
Cookie Data
First Party
Website/Email Click
Data
First Party Offline
Data
Marketing
Database
(CRM)
Data Sources
22
Insights Platform
Retail IWM B2B Banking TME Life Sciences Non Profit
Insights Portal
Insights Engines
Insights Playground
Data Constructs
Reporting Marts
Analytical Marts & Cubes
Event Streams
Raw Event Streams
Scoring
ETL
Stage
FTP
BI Mart
Aggs
CRM
Online Data Offline Data
Vendor Vendor Vendor Vendor Vendor
Pixel/Site Data
Scored Event Streams
Analytic Mart
Insights Platform
Data Sources
Data Collection
Data Processing & Event Stream
Creation
Scoring Platform
Aggregation & Data marts
Reporting/Inisghts
Connected Recognition
Scenario Planner/OptimizerReports
External Platform Integration
DSP/Trading Desk
Technology StackLayer Components
APIs
CRM DB
Media Data
3rd party data
Transaction data
Sources & Connectors
Detailed Data Tools
Raw Event Streams
Scoring
ETL
Stage
FTP
BI Mart
Aggs
CRM
Online Data Offline Data
Vendor Vendor Vendor Vendor Vendor
Pixel/Site Data
Scored Event Streams
Analytic Mart
Insights Platform
Data Sources
Data Collection
Data Processing & Event Stream
Creation
Scoring Platform
Aggregation & Data marts
Reporting/Inisghts
Connected Recognition
Scenario Planner/OptimizerReports
External Platform Integration
DSP/Trading Desk
Technology StackLayer Components
Raw Event Streams
Scoring
ETL
Stage
FTP
BI Mart
Aggs
CRM
Online Data Offline Data
Vendor Vendor Vendor Vendor Vendor
Pixel/Site Data
Scored Event Streams
Analytic Mart
Insights Platform
Data Sources
Data Collection
Data Processing & Event Stream
Creation
Scoring Platform
Aggregation & Data marts
Reporting/Inisghts
Connected Recognition
Scenario Planner/OptimizerReports
External Platform Integration
DSP/Trading Desk
Technology StackLayer Components
Advanced Analytics
• Predictive modeling • Clustering • Simulation
Attribution Engine Scenario Planning & Optimization
Alerts Profile Generator
p
i
t
p
ititixy
1
Portal Interface Standard & Custom Dashboards
Ad-hoc Reporting Module Interfaces
23
Operationalizing Analytics
23
Insights Platform
Models score into database
Directly into execution platforms
Creation of media plans
Users
Use Cases / Application
Analytics Team
24
Thank you.
To watch the full presentation from the
PhoCusWright Conference, please
head here: http://bit.ly/1uSyJwc