Adara - Dublin Tour May 2014
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Adara - Dublin Tour May 2014

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    Adara - Dublin Tour May 2014 Adara - Dublin Tour May 2014 Presentation Transcript

    • Knowing when, and what customers are buying based on travel data Tobias Wessels, VP Europe Tobias.Wessels@adaraglobal.com May 16, 2014 34 Fitzwilliam Square Dublin 2
    • Volume of digital data created will triple in 3 years 130 2005 1,227 2010 2,720 2012 7,910 2015 EXAPONENTIAL: Quantity of global digital data, exabytes Note: 1 Exabyte equals 1,000,000 Terabytes
    • 3 Implications of Living in a Data Age Data: Cheap Knowledge: Valuable The most valuable companies in the world transform data into knowledge!
    • 4
    • 5
    • 6 Amsterdam
    • 7
    • 8 ADARA Solves Two Big Problems for Partners Travel Data Owners Advertisers ONLINE MARKETERS “How Do I Market More Efficiently?”Advertisers TRAVEL DATA OWNERS “How Do I Monetize My Data Without Compromising It?” Driving Revenues & Greater Online Bookings
    • 9 Why Travel? Lots of data High purchase value Use for other verticals Complementary products
    • 10 Why First Hand? To outperform the market  Avoid the risk of data leakage Better value $$$
    • Scale Matters 11 >250 M Unique Profiles > 1,000 M Individual Data Elements Benefits of Scale • Better Reach • “Fresher” Information • Better Performing Campaigns • Improved Monetization +
    • 0 2 4 6 8 10 Baseline target Base + 1 Base + 1a Base + 1b Base + 2 Performance Index by Number of Target Data Points Data Drives Performance 12 Additional Signals Dramatically Boost Performance
    • 38 19 0 5 10 15 20 25 30 35 40 Leisure Business # of Days prior to Departure Air & Hotel Booking Window Trip Planning Summary 13 Leisure travelers plan their trips far more in advance than business travelers
    • 0% 25% 50% 75% 100% 60+ 50 40 30 20 10 Departure Date # Days Prior to Departure Date Cumulative % of Air Booking (Business vs. Leisure) Business Leisure 50% at 4 Weeks prior to departure 50% at 2 Weeks prior to departure Timeline for Airline Booking: Business vs. Leisure 14
    • Using Data to Bust Myths Myth #1 “Travelers book air first, then hotel, then car.”
    • 0% 10% 20% 30% 40% 50% 60% 70% -15 or longer -12 -9 -6 -3 0 3 6 9 12 15 Day 0 = Air Booking Business Travelers: Hotel Booking Behavior Hotel Booking prior to Air Booking (24%) Hotel Booking after Air Booking (76%) 72% of Business Travelers Book their Hotel on the Same Day or Before their Flight 16 60% of business travelers book air and hotel on the same day
    • 0% 10% 20% 30% 40% 50% 60% 70% -15 or longer -12 -9 -6 -3 0 3 6 9 12 15+ Day 0 = Air Booking Leisure Travelers: Hotel Booking Behavior Hotel Booking prior to Air Booking (33%) Hotel Booking after Air Booking (67%) 70% of Leisure Travelers Book their Hotel on the Same Day or Before their Flight 17 50% of leisure travelers book air and hotel on the same day
    • Using Data to Bust Myths Myth #2 “I don’t need to advertise to my most loyal customers.”
    • 2.65 1.00 0 1 2 3 4 Impression Shown No Impression Performance Index Target: Loyalty Program Members Control (no impressions shown) vs. Test (impressions shown) 19 Loyal Customers Responded 2.5 Times Better Even your most loyal customers require constant marketing. Performance uplift 6versus hold-out control.
    • 20
    • 21 Core product: Prospect targeting User is not taken off the booking path Hyatt Andaz EUR 199 One more multiple of ADARA’s more than 70 data partners.