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Using Big Data to Engage & Convert Valuable Customers March 2014

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Page 1: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

Using Big Data to Engage & Convert

Valuable Customers March 2014

Page 2: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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U.S. 50 States

EMEA 45 Countries

S. AMERICA 9 Countries

ASIA 12 Countries

Sojern by the Numbers in 2013

Global Data Footprint

Impressions

10B

Heads in Beds

1.1MM

Boarding Passes

280MM

Car Rentals

1.9MM

Global Clients

500+

Traveler Profiles

160MM+

Locations

11 Employees

90

Page 3: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

3

Topics

+Big Data

+Data Types

+Using Data in the Marketing Funnel

+Using Data in Results Analysis

Page 4: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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I Don’t Care What the Data says…

Page 5: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Question: Find x

Page 6: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Topics

+Big Data

+Data Types

+Using Data in the Marketing Funnel

+Using Data in Results Analysis

Page 7: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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25,000,000,000,000,000,000 bytes

of digital data

created every day

SearchEngineLand February 2013

Page 8: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Big Data Defined

“It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path

“ High volume, high velocity, high variety information assets that demand cost-efficient, innovative forms of processing for enhanced insight and decision making”

Gartner

4 Vs of Big Data: “Volume, Variety, Velocity, Veracity”. IBM / Forrester

“… data centric applications …driving some experience to a customer and causing them to do some things in real time”

Paul Maritz, CEO Pivotal

Page 9: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

9 Offsite2013

Real Time Digital Marketing

• Should we buy an

impression against

this user?

• How much should we

pay/bid on this

impression?

• What creative should

we show them?

ALL HAPPENS IN

ABOUT 80 milliseconds

Page 10: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Bidding on an impression in

real time to show one specific ad

to one consumer in

one specific context at

the right time

Audience Data + Programmatic Buying

Page 11: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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A Huge Topic….

… right message, to the right person, at the right time, in

real time

Page 12: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Digital Pathway to a Booking

Beyond The Last Click: Google White Paper 2011

Page 13: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Topics

+Big Data

+Data Types

+Using Data in the Marketing Funnel

+Using Data in Results Analysis

Page 14: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Wrong?

Page 15: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Capturing, Curating and Activating data…

Data Sources

TRAVEL

RESEARCH

BOOK

Activate Engage Travellers

Via Media

Channels

Curate Build/Maintain

Traveller

Profiles

Capture Collect/Aggregate

Data

Page 16: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Data Types for Real Time Targeting

Internal: + Onsite visits / behaviour (who / what)

+ CRM (who / what)

+ Loyalty (who / what)

+ Product / yield (what)

External: + Intent (who / what)

+ Behavioural / history (who / what)

+ Context (where)

Derived / Predicted: + When

+ Who / what

Page 17: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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For a Hotel Group….

Capture / Analyse

For powerful, cost effective customer acquisition I want to know key data

attributes of the customers I’m engaging with

Billions of Data

Points

Key Data Attributes

+ Destination intent

+ Dates of travel

+ Trip length

+ Party size

+ % audience overlap

+ Past booking behaviour

+ Loyalty status

+ Room availability

+ Room yield

Page 18: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Deriving and Targeting the “When”

6%4%

4%

23%

32%

10%

19%

31+ 22-30 15-21 8-14 3-7 1-2 0DAYS

DAYSBETWEENBOOKINGHOTEL&STAY

hot el

Page 19: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Page 20: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Topics

+Big Data

+Data Types

+Using Data in the Marketing Funnel

+Using Data in Results Analysis

Page 21: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Whole Funnel Marketing

Page 22: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Whole Funnel Marketing

BRANDING

Ave viewer watches 20+ hours of online video / month - Rich branding - Interaction /

call to action opportunities

Audience Targeting - Destination

intention - x weeks before

intended trip - E.g. hotel

facilities

Page 23: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Whole Funnel Marketing

PROSPECTING

Page 24: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Whole Funnel Marketing

PROSPECTING

Audience Targeting: new customers - Destination intent - Party size - Date travelling - Act-alikes - Dynamic creative:

destination + product offer

Page 25: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Whole Funnel Marketing

SMART RETARGETING

Page 26: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Whole Funnel Marketing

SMART RETARGETING

Retargeting site visitors using e.g: - Loyalty status - Product yield /

availability - Offsite

behaviour

Page 27: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Topics

+Big Data

+Data Types

+Using Data in the Marketing Funnel

+Using Data in Results Analysis

Page 28: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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I Have the Data …

Page 29: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Tale of 2 Campaigns…

Campaign 1 Campaign 2

Cost $100,000 $100,000

Conversions 3,784 3,307

CPA $26 $30

Page 30: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Tale of 2 Campaigns…

Campaign 1 Campaign 2

Cost $100,000 $100,000

Conversions 3,784 3307

CPA $26 $30

Conv / Loyalty Status:

Highest Tier 2562 312

High Tier 972 563

Mid Tier 98 752

Low Tier 22 807

Non Member 130 873

Page 31: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Tale of 2 Campaigns…

Campaign 1 Campaign 2

Cost $100,000 $100,000

Conversions 3,784 3307

CPA $26 $30

Conv / Loyalty Status:

Highest Tier 2562 312

High Tier 972 563

Mid Tier 98 752

Low Tier 22 807

Non Member 130 873

Non Highest Tier CPA $97 $45

Page 32: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Extrapolating from Incomplete Data

Page 33: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Search for Incrementality

Prospecting Retargeting

Hotel Sub Brand 1 13% 12%

Hotel Sub Brand 2 11% -4%

Hotel Loyalty Programme 4% -8%

Lift studies can help refine targeting and attribution

Charity ads vs. campaign ads to same audience targeted profiles for a major hotel group

Page 34: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Attribution Options

Last Click All credit goes

to the last click

First Click

Post View

All credit goes

to the first click

Last channel

to show an ad

gets the credit

Page 35: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Clicks?

95% of clicks

don’t convert

90% of converters

don’t click

Page 36: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Advanced Attribution

Source: Tagman VIS

Algorithmic

Attribution

Let the data

decide where

to assign

credit

Page 37: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

37 Offsite2013

Marketers will say my job has

always been to understand

customer segments. The shift is

to go from the segment to the

individual. It spells the death of

the average customer.

- Ginni Rommety, CEO of IBM

Page 38: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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“Who cares? It’s what you’re doing with it…” Stephane Hamel, CSO Cardinal Path

Page 39: Using Big Data to Engage & Convert Valuable Customers...8 Big Data Defined “It doesn’t fit on excel” Stephane Hamel, CSO Cardinal Path “ High volume, high velocity, high variety

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Stephen Taylor VP & MD International E [email protected] P +44 7768 454758

Thank you