fully gdpr compliant clickstream and multi touch attribution ...fully gdpr compliant clickstream and...
TRANSCRIPT
Fully GDPR compliant clickstream and multi touch attribution technology
“Currently your service is very different but you feel a bit like
other booking sites”
POWER OF BRAND NOT REFLECTED IN
COMMERCIAL GROWTH
DIGITAL HAD DE-PERSONALISED
RELATIONSHIP
LOOKING TO CONNECT THE POWER OF BRAND TO BUSINESS PERFORMANCE
FELT MORE LIKE BOOKING ENGINE
THAN BRAND
Tapping into
the right brand
audience
Doing the right
thing
Happy = loyal
and high LTV
The brand is
loved, trusted,
respected and
well known
amongst their
target audience
The service
proposition - You are a
great matchmaker, you
save time and reduce
risk. You deliver great
hotels for the customer,
and great customers
for the hotel
This creates
happy
customers and
happy hotels
OUR PERFORMANCE AUDIT
TO DRIVE PROFITS BY DELIVERING A
PERSONALISED EXPERIENCE THAT IS
MORE RELEVANT AND ENGAGING TO
OUR USERS
THE CHALLENGE
OPTIMISE WHAT THEY
CURRENTLY DO
CREATE NEW WAYS TO
ENGAGE
HOW CAN WE DRIVE PROFITS BY DELIVERING A
PERSONALISED EXPERIENCE
THAT IS MORE RELEVANT AND ENGAGING TO OUR
USERS?
THE OUTPUTS FOR EACH STREAM ARE
CONNECTED
UNDERSTAND THE FACTORS THAT
DRIVE PROFITABLE CUSTOMERS &
ENGAGEMENT
CREATE ACTIONABLE INSIGHT AND
OPTIMISATION ALGORITHMS
OPTIMISE ACQUISITION CONTENT
TARGETING AND REPEAT BOOKINGS
ANALYSIS &
STRATEGIC
DEVELOPMENT
CREATE INTENT DON’T SERVE IT
CREATE ENGAGEMENT IN PLANNING
MOMENTS AS WELL AS AT POINT OF
PURCHASE
DEVELOP DIGITAL SERVICES/APPS TO
ENABLE WIDER AND MORE PROFITABLE
ENGAGEMENT, DATA INSIGHT AND SALES
DRIVING UP
THE
FUNNEL
CREATE NEW WAYS TO
ENGAGE
OPTIMISE WHAT THEY
CURRENTLY DO
ADVOCACY
SCV DATABASE
& RESPONDENTANALYSIS & MODELING
TIME
CUSTOMER VALUE
UPLIFTSTAGE FOUR:
EVALUATE & LEARN
OWNED DATALENGTH OF RELATIONSHIP WITH SMITH
VOLUNTEERED DATADEMOGRAPHICS
OBSERVED DATA
SINGLE
CUSTOMER
VIEW
REAL TIME DIGITAL AUDIENCE
OPTIMISATION
MEDIA MOMENTS
LIVE BID ADJUST
CONTENT OPTIMISATION
HOW WE HAVE DELIVERED THIS
OWNED
DATA
PR
OFI
T VALUE MODELLING
UNDERSTAND DRIVERS OF
POSITIVE BEHAVIOUR
CONNECT BRAND CONTENT
AND DISTRIBUTION TO BRAND
ENGAGEMENT AND PROFIT
OPTIMISE COMMS
AGREED PLAN
SET UP AND LINK DATA
SETS
CREATE ATTRIBUTION
MODELS
DEVELOP INSIGHT
TARGETING
CONSULTANCY
DEVELOPMENT
STRATEGY
BESPOKE REPORTING
ONLINE REPORTING INTEGRATE SOCIAL
DATA
CREATE APPS
STAGE 1 STAGE 2 STAGE 3
HOW WE HAVE DELIVERED
AGAINST THIS
SCV VALUE MODELATTRIBUTION
MODELCHANNEL
OPTIMISATION MODEL
INSIGHT
RETARGETIN
G EMAIL DISPLAY
PRICE
COMPARISONSEM
£1.8M PER
MONTH30% UPLIFT 123% UPLIFT NEW 234K
PER MONTH165% UPLIFT
WHERE WE ARE NOW
WE ARE NOW TRACKING EXPOSURE TO MMS
BRANDED MESSAGES – NOT JUST CLICKS.
WE CAN NOW SEE WHAT PEOPLE ARE DOING
ONSITE, SEEING ACROSS DIGITAL CHANNELS AND
SAYING ON SOCIAL AND ALL AT THE INDIVIDUAL
LEVEL.
USING ADVANCED ANALYTICS WE CAN NOW USE
THE DATA TO OPTIMISE FUTURE COMMUNICATIONS.
PR AND NON DIRECTLY ATTRIBUTABLE MEDIA CAN
BE DEALT WITH BY LOOKING AT THEIR IMPACT ON
DRIVING ONLINE ENGAGEMENT.
WE CURATE MR AND MRS SMITH CONTENT MOST
APPROPRIATELY TO INDIVIDUAL CONSUMERS TO
DRIVE HIGHER ROI FROM INCREASED
EFFECTIVENESS AND DECREASED COSTS.
WE CAN NOW DO THIS AT THE INDIVIDUAL LEVEL
AND ARE BUILDING CHANNELS EXECUTION IN REAL
TIME.
LIVE MACHINE
LEARNING
OPTIMISATION
SERVE
INTENT
ASSOCIATE
THE BRAND
WITH
CONTENT
SEEKING
MOMENTS
CREATE
INTENT
ENGAGE IN
MOMENTS
OF CHOICE
IN SUMMARY
TO BEGIN WITH MMS OPTIMISES ON A CPR BASIS
WE ENHANCED ENHANCED THIS BY OPTIMISING CONVERSION
FROM THE TARGETING OF INTENT TO CUSTOMER VALUE
LOOKING ACROSS ALL HARD INTERACTIONS WITH THE WEB SITE
WE NOW INCLUDE EXPOSURE DATA FROM SOFTER
MEASURES OF AWARENESS AND ENGAGEMENT CHANNELS
EXPOSURE PPC, SEM WEBSITECUSTOMER
VALUEAWARENESS VISIT PURCHASE
WHAT NOW
NEW WORK
• DISPLAY A NEW CHANNEL NOW
DRIVING VALUE
• NOW BACK IN PRESS
• TV BACK ON THE AGENDA
• CREATION OF A CONTENT HUB TO
DELIVER AND SERVE INTENT
• INTELLIGENT CONTENT MARKETING
• NATIVE VIDEO DISTRIBUTION
NEW VALUE
• TOTAL CONTRIBUTION ROLLING 12
MONTHS- 3.5M - £70M
• INCREASE IN CURRENT VALUATION
170%
• INCREASE IN EQUITY VALUE ON
CURRENT VALUATION