0
Knowing when, and what customers are
buying based on travel data
Tobias Wessels, VP Europe
Tobias.Wessels@adaraglobal.com
...
Volume of digital data created
will triple in 3 years
130
2005
1,227
2010
2,720
2012
7,910
2015
EXAPONENTIAL:
Quantity of ...
3
Implications of Living in a Data Age
Data: Cheap
Knowledge: Valuable
The most valuable companies in the world transform ...
4
5
6
Amsterdam
7
8
ADARA Solves Two Big Problems for Partners
Travel Data
Owners Advertisers
ONLINE MARKETERS
“How Do I Market More Efficie...
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” In...
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 ...
38
19
0 5 10 15 20 25 30 35 40
Leisure
Business
# of Days prior to Departure
Air & Hotel Booking Window
Trip Planning Summ...
0%
25%
50%
75%
100%
60+ 50 40 30 20 10 Departure Date
# Days Prior to Departure Date
Cumulative % of Air Booking (Business...
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 Book...
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 Book...
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 impressio...
20
21
Core product: Prospect targeting
User is not
taken off the
booking path
Hyatt Andaz
EUR 199
One more multiple of
ADARA’...
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Adara - Dublin Tour May 2014

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Transcript of "Adara - Dublin Tour May 2014"

  1. 1. 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
  2. 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. 3. 3 Implications of Living in a Data Age Data: Cheap Knowledge: Valuable The most valuable companies in the world transform data into knowledge!
  4. 4. 4
  5. 5. 5
  6. 6. 6 Amsterdam
  7. 7. 7
  8. 8. 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. 9. 9 Why Travel? Lots of data High purchase value Use for other verticals Complementary products
  10. 10. 10 Why First Hand? To outperform the market  Avoid the risk of data leakage Better value $$$
  11. 11. 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 +
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Using Data to Bust Myths Myth #1 “Travelers book air first, then hotel, then car.”
  16. 16. 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
  17. 17. 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
  18. 18. Using Data to Bust Myths Myth #2 “I don’t need to advertise to my most loyal customers.”
  19. 19. 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. 20. 20
  21. 21. 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.
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