[X+1] travel case study
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[X+1] travel case study

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[X+1] travel case study [X+1] travel case study Presentation Transcript

  • [x+1] Travel Case Study
  • 2
    Who we are
    [x+1]’s mission is to enable companies to achieve customer-centric, data driven marketing
    We provide an audience investment platform, tools and services that enable marketers andagencies to optimize across multiple digital channels.
    Who we help
  • 3
    Geographic
    Demo
    Male
    High income
    In Market
    (Context and behavioral)
    Interests
    (Behavioral)
    We take a Customer-Centric Approach to Drive Effective Marketing Using Data & Segmentation
    +
    +
    +
    Surf Waikiki!
    Packages starting at $699
  • 4
    Audience 1
    • Low Bandwidth
    • Home, Thursday 3PM
    • Northern California
    • PRIZM Lifestyle Cluster 32
    • Reading Auto Reviews
    • Has Viewed Ad Once Before
    • Recent Acquisition
    is the heart of the platform
    POETM identifies user attributes and correlates them with positive responses to a marketer's advertising to generate target audience profiles and segments.
    Data includes:
    HTTP & IP Data
    bandwidth, time of day, work/home, browser version, OS, zip code
    Demographic Data
    age class, life stage, rent/own, household income, IPA Claritas, Prizm, MRI, NAICS
    Contextual Data
    website categories and subcategories
    Behavioral Data
    remarketing, product pages visited, recent builds, referring URL (search data), marketing exposure, purchased behavior segments
    Customer and 3rd Party Data
    customer tenure, products purchased, offline propensity models, brand preference
    4
  • 5
    Client digital marketing database
    [x+1]’s platform makes building an actionable online customer and prospect marketing database a reality
    Data is collected every time a consumer is “touched”
    Customer registration and commerce data can be easily integrated
    The [x+1] platform makes the entire internet “your site”. Identify consumers and decision content to them on the clients site, partner sites and in online media.
    The [x+1] Platform brings together…
    Search interaction
    Ad server logs
    3rd party data sources
    NPI client data
    Site and media data
    Decision based on rules, lists or via statistical models.
  • Delta Case Study: Challenge
    The world largest airline faced considerable obstacles in delivering personalized, relevant content to its website visitors.
    The online marketing team faced increased operations and personnel costs from developing and maintaining dozens of landing pages intended for different audiences.
    Seeking to improve the efficiency and effectiveness of its strategy, the airline turned to [x+1], the leader in predictive marketing.
  • Delta Case Study: Solution
    In October of 2007, the airline began a pilot trial of [x+1]’s fully-hosted solution to dynamically personalize its website based on visitor profiles and traffic sources. The personalized pages showed a 300% lift in conversion.
    Bolstered by the success of the trial, the airline expanded the implementation of [x+1]. [x+1]’s patented Predictive Optimization Engine began to build predictive models based on visitor data (geographic location, connection speed, time of day) and traffic source (search keyword, email campaign, banner ad).
    This rich view of each website visitor enables [x+1] to target the optimal offer to each individual, ensuring that no visit is wasted.
  • 8
    Delta Home Page
    Prior to working with [x+1] the Delta homepage used to show the same static messages to all US site visitors
  • Delta Customer and Prospect Segments
    [x+1] identifies 1700 discrete audience segments, and can serve those segments unique pages
    Proprietary and Confidential
    9
  • Drive Loyalty Programs
    YOU ARE ALMOST THERE!
    Check out our lowest fare deals.
    Less than 500 “points” and you will be upgraded to gold status.
    Proprietary and Confidential
    10
  • Build Relationships
    Middle Seat Monday?
    Sorry your flight was not perfect.
    Please accept free Wi-Fi on your next trip
    Proprietary and Confidential
    11
  • Find the right audience for Cross Sell/Upsell
    Use Points for hotel
    Car ad for Waikiki rental
    $29
    Speed in Waikiki
    Stay in a five star Waikiki hotel -
    Upgrade for only 200 points!
    Waikiki is 10 hours away…
    Wouldn’t you rather sip champagne?
    Click here to upgrade your flight >
    Proprietary and Confidential
    12
  • Delta Case Study: Landing Page Segments
    • [x+1] identified 1700 discrete audience segments, and can serve those segments unique pages all from one simplified dynamic landing page
  • Delta Case Study: The Results
    In the first eight months of full implementation, the airline experienced an average monthly lift rate of 5% in ticket sales, which translated into millions in incremental revenue.
    The airline experienced a 20% reduction in landing page development costs.
    In addition, the airline has gained valuable insight into the factors driving conversion on the homepage.