stephen taylor's (sojern) presentation at mumbrella's travel marketing summit
TRANSCRIPT
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Mumbrella 2017
Stephen Taylor
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Agenda
1. The Challenge for Today’s Travel Marketers
2. Paths to Purchase
3. Using the Data: Right Message; Right Time; Right Channel
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• Have instant access to all information • Know granular details about others’
shopping experiences & satisfaction • Shop & compare without even
thinking about it • Shop anywhere, anytime • Are the savviest consumers that
marketers have ever known
Today’s Consumers
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Brands need to reach travelers where they are, at any time, via multiple channels:
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?? ?? ?? ?? ?? ?? Books Hotel A
Search ?? SEO Views Hotel B ?? SEM
Books Hotel B
The pathway to a travel booking is as complicated and mysterious as ever:
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The Traveller Lifecycle
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Homepage • Search • Conversion/Booking • Feeds • Realtime API Loyalty • Email • GDS • PNR Device IDs • Lat/Longs • App Usage
CRM & Loyalty Data Mobile Data Advertiser & Partner Data
Cross-Device Identity Graph Developing a Comprehensive View of Each Traveler
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PATHS TO PURCHASE
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“ERIC” • Lives in Florida • Has a Partner and 2 Children • Client Loyalty member • Likes to Shop at Premium Outlets
Heavy Mobile User Travels Frequently
Economy Business Traveler
Luxury Leisure Traveler
“Eric’s” Path to Purchase
Source: Sojern Internal Data
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Apr 25 Client Homepage 4x Mobile
May 26 Narrowing Travel Dates 10x Mobile
May 29 - 30 Competitor 14 Searches Mobile
Jun 13 - Jul 9 Compares client Hotels Vs Luxury Hotel Brands Mobile
Aug 2 Considers client for 7-Day trip for Nov 6 Mobile
July 23 Competitor Conversion Mobile
Aug 6 Client conversion for Nov 6 $3,400 Desktop
June 13 Client HP and settles on July 22 as Travel Date Mobile
Jul 9 Books Client X-Mas trip for Dec 23 Spend: $370 Mobile
Sept 6 - Oct 1 Flight Searches NYC to MCO for 6 people for Nov 6
October 1 - 3 Searches/Books Car for Airport to client location for Nov 6
Sept 1 Client conversion 1 day trip on Sept 4 Mobile
“Eric’s” Path to Purchase
Source: Sojern Internal Data
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Apr 25
186 Client Interactions
55 Competitor Interactions
111 Hotel Searches 30 Flight Searches 13 Car Searches
7 Cruise Searches
3 Client Conversions 1 Competitor Conversion
451 Travel Touchpoints
“Eric’s” Path to Purchase
Oct 3
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“ERIC” • Lives in Florida • Has a Partner and 2 Children • Client Loyalty member • Likes to Shop at Premium Outlets
Heavy Mobile User Travels Frequently
Economy Business Traveler
Luxury Leisure Traveler
“Eric’s” Path to Purchase
Source: Sojern Internal Data
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Early Booker Last Minute Booker
Early Planner Opportunist
Economical Willing to Splurge
Mobile-Heavy User Desktop Conversion
Local Resident Visits from New York
Family of 4 Books for 5+
Shops at Competition Loyal to Client
The Multi-Faceted Traveler
Source: Sojern Internal Data
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KEY STARTING POINTS • 49% of travelers began their path
with a Homepage visit before planning travel
• 37% begin with a Flight Search • 8% begin with a Hotel Search
Analyzing the Client X Traveler
Source: Sojern Internal Data
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IDENTIFYING KEY PATHS TO PURCHASE The most common paths to purchase will demonstrate more frequent behaviors and how much of your footprint it contains.
Home Page Flight Search Home Page Hotel Search Home Page
Flight Search Flight Search Hotel Search Home Page Home Page
Hotel Search Home Page
Flight Search Home Page
Flight Search Hotel Search Home Page
Flight Search Flight Search Car Search
Home Page Flight Search Home Page Hotel Search
Flight Booking Flight Search Flight Search Hotel Search
Flight Booking Home Page
Home Page
Home Page Home Page Home Page
Flight Search
Flight Search
Home Page
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Analyzing the Client X Traveler
Source: Sojern Internal Data
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EVALUATING TRAVELLER ATTRIBUTES The attributes of your travelers give insight into different event types they’ve performed up to and after their activity on client HP visit.
Analyzing the Client X Traveler
Source: Sojern Internal Data
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Value of Customer
Nee
d fo
r Ear
ly
Expo
sure
Analyzing the Client X Traveler
Source: Sojern Internal Data
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Performance Display
Video, Native, Display
Video
Facebook DAT
App Install
In app targeting
In app targeting
In app targeting
Centered on dynamic personalization, deeper data integrations and a XD ID
Offers Across The Traveller Lifecycle
