Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How Tennessee Tourism is Reimagining Travel with Personalization

1,719 views

Published on

The goal of any tourism site is to inspire visitors to travel and explore a particular region. TNVacation.com faced the challenge of inspiring prospective Tennessee visitors with all the state has offer - from activities to geography - through relevant content across their existing website.

Their overly complex system of content tagging and navigation made it extremely difficult for visitors to find information that was useful and inspirational for their trip planning.

Enter: Drupal 8 + Acquia Lift. In this webinar with VML, we will discuss how D8’s easy component-based content authoring, combined with Lift’s robust personalization engine, allowed Tennessee Tourism to:

Re-design their architecture to build connections across content types
Deliver targeted content to site visitors based on explicit and implicit behaviors
Increase average session duration by 29% and decrease bounce rate by 19%

Published in: Technology
  • Be the first to comment

  • Be the first to like this

How Tennessee Tourism is Reimagining Travel with Personalization

  1. 1. DECEMBER 5, 2017 How Tennessee Tourism is Reimagining Travel with Personalization
  2. 2. 2 Todd Greathouse Director of Technology Caitlin Checkett Sr. Optimization Consultant
  3. 3. 3 , 0 0 0 + V M L E R S / / 3 3 L O C A T I O N S ATLANTA BEIJING BOGOTÁ CAPE TOWN CHICAGO CINCINNATI DALLAS GUANGZHOU JAKARTA JOHANNESBURG KALAMAZOO KANSAS CITY KRAKÓW KUALA LUMPUR LONDON MEXICO CITY MEMPHIS MILAN MINNEAPOLIS MUMBAI NASHVILLE NEW DELHI NEW YORK ROGERS SÃO PAULO SAN FRANCISCO SEATTLE SHANGHAI SINGAPORE SYDNEY TOKYO WARSAW WHITE SALMON
  4. 4. VML NAMED TOP PERFORMER 2015 Q4 DIGITAL WAVE REVIEW VML NAMED A LEADER 2016 Q4 FORRESTER WAVE, LEAD AGENCIES VML RANKED #5 IN ADVERTISING AGE’S A-LIST FOR 2017 IN 2017, VML WAS RECOGNIZED WITH 27 CANNES LIONS 2 GOLD | 13 SILVER | 12 BRONZE | 26 SHORTLISTS IN 2016 VML WAS AWARDED 1 SILVER & 1 BRONZE IN 2016 VML WAS AWARDED 1 GRAND CLIO, 3 GOLD IN 2015, VML WAS AWARDED 1 SILVER & 1 BRONZE IN 2016, VML WAS AWARDED 2 GOLD IN 2015, VML WAS AWARDED 1 SILVER & 1 BRONZE IN 2015, VML WAS AWARDED 1 GOLD 3 SILVER & 7 BRONZE ONE OF THE TOP 10 IN ADVERTISING AGE’S A-LIST FOR 2016 VML WAS NAMED
  5. 5. Agenda • Introductions • Project Background • The Problem • Goals & KPIs • The Solution • Planning for Personalization • TNVacation.com Personalizations • Results • Lessons Learned • Q & A 5
  6. 6. 6 • March 2014 - VML wins five year AOR contract with the Tennessee Department of Tourist Development • Existing agency releases redesigned site during transition period to VML • New site maintained by VML for three years • New commissioner and assistant commissioner appointed • These new stakeholders are anxious to improve Tennessee’s online presence Project Background
  7. 7. 7 T H E P R O B L E M H O W TO D E L I V E R T H E M O S T R E L E VA N T C O N T E N T TO A S P I R I N G T R AV E L E R S
  8. 8. Challenges Site Content • Vague and uninspiring content • Cluttered site structure • Content silos, separate blog site • Low quality partner generated content • No content schedule, publishing some content too much • Good for SEO, failing at user inspiration and engagement State Tourism • Encompasses a wide geographic area and radically different experiences • Increased mobile usage equals shorter attention spans and higher bounce rates • TNVacation.com site visits are high in conversion funnel • Millennials generally feel state tourism sites aren’t authentic or trustworthy
  9. 9. G O A L S A N D K P I S
  10. 10. site GOALS Inspire 
 Travel Personalize Planning Support
 Partners
  11. 11. Existing KPIs Site Visits Guide Requests
  12. 12. Title Text • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five 12
  13. 13. Title Text • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five 13 Personalized
 editorial content
  14. 14. Title Text • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five 14 Personalized
 editorial content Frictionless planning
  15. 15. NEW KPIs Site Visits • Primary metric reported to the state • Historical benchmark Captured Leads • Email opt-ins • Guide requests Itinerary Saving • If we build it, they must come • Precursor to lead-gen & CRM efforts Partner Outbounds • Proof of partner support • Sets up intent to book measurement • Partner-specific opt-ins
  16. 16. 16 T H E S O L U T I O N
  17. 17. 17
  18. 18. How we got there Industry Research Paid research of general tourism trends and Tennessee specific travel habits Competitive Review What are our competitors doing well, and what mistakes are they making? Story Mapping Multi-day workshop with the state’s key stakeholders to identify site goals and requirements Site Analytics Study historical site trends, determine high and low performing content
  19. 19. THE SOLUTION Robust content strategy • Inspirational imagery/stories • Stronger content relationships • Acquia Lift-driven structure & content personalization • Influencer integration • Social integration • Campaign integration • Expanded CRM program • Content scoring, evaluation process Trip planning • Editorialized trip ideas • Frictionless creation and saving Partner support • Partner pages overhaul & integration
  20. 20. ACQUIA LIFT Unified visitor profile Real-time & historical activity across sessions and devices Real-time, adaptive segmentation Visitor segments adapt to on- and off-site behavior on the fly Testing & targeting Personalization based on A/B test results using existing content Reporting & analytics Visualize segment data, test results and personalization goal progression
  21. 21. 21 Partner generated content is automatically scored. The more complete and high-quality the content is, the higher its score.
 Why does the score matter? The site uses algorithms to serve relevant content to visitors based on what we know about them. However, it also prioritizes higher quality, higher scoring content. The higher the score, the more chances visitors have to see the content. Content Scoring
  22. 22. 22 3,412 VISITORS PAGE SCORE: 9 1,677 VISITORS PAGE SCORE: 6 839 VISITORS PAGE SCORE: 4 Content Scoring Partner generated content is automatically scored. The more complete and high-quality the content is, the higher its score.
 Why does the score matter? The site uses algorithms to serve relevant content to visitors based on what we know about them. However, it also prioritizes higher quality, higher scoring content. The higher the score, the more chances visitors have to see the content.
  23. 23. 23 TRIP PLANNING
  24. 24. PLANNING FOR PERSONALIZATION
  25. 25. User SEGMENTS Experiences • Corresponds to top level Experience categories • Based on explicit browsing behavior Destinations • Limited to major cities and regions in Tennessee, not all city content • Automatically segment on browsing location based on industry research • Refine segment based on browsing behavior CRM Funnel • Guide the user down the conversion funnel • Optimize real estate to promote other channels post conversion
  26. 26. Content Content Authoring • Created content matrix to track tagging and identify any content gaps • Established content calendar to track ongoing content authoring based on user segmentation • Focus on specific Experiences or Destinations to line up with user segments • Found outside publications or influencer content to fill the gaps Tagging • Reduced content tags from 250+ to 45 more focused categories based off of analytics and industry standards • Created Lift specific vocabularies to drive personalization engine • Re-tagged all site content
  27. 27. TNVACATION.COM PERSONALIZATIONS
  28. 28. HOME PAGE / EXPERIENCE SEGMENT 28
  29. 29. 32
  30. 30. EXPERIENCE PAGE / DESTINATION SEGMENT 35
  31. 31. 39 St. Louis
  32. 32. NAVIGATION / CRM PROMOTIONS 42
  33. 33. CITY PAGE / EXPERIENCE SEGMENT (PROGRAMMATIC)
  34. 34. 50
  35. 35. 52 RESULTS
  36. 36. RESULTS Average Session Duration Bounce Rate Average Pages per Session 29% 29% 9% Average Time on Page 8%
  37. 37. 54 L E S S O N S L E A R N E D
  38. 38. Planning for personalization • Walk, crawl, run • Crawl first, but make a plan for multiple phases of personalization and keep your first phase simple • Don’t try to launch with everything, roll out frequent but smaller personalizations • Never treat personalization as a one time project, it is an ongoing commitment • Post launch, plan to perform regular A/B tests
  39. 39. Site content • Create a content calendar and plan for ongoing content development • Create a content matrix to organize existing content and tagging efforts. Helps greatly to identify content gaps • Consider supplementing site content by partnering with external content publications, influencers, or writing “content about content” • Removing poor content may cause a hit to organic search
  40. 40. USER SEGMENTATION • The more segments, the more content the site needs to personalize • Personalizing on more than one segment at a time causes multiplicative content issues • Segments need to be based on research, not on assumptions • Start with a few broad segments, refine over time • Try to match your tags with your segments • Structure segments to allow explicit behavior to override assumptions • With Lift, it’s easiest to personalize on the “favorite” of one
  41. 41. IMPLEMENTATION • Programmatic personalization is a much higher technology effort than curated content personalization • Limit the amount of personalization on any given page • Determine what your default content should be for any personalization • Consider a component based approach to assembling landing pages, it makes it easier to output Lift markup • Be careful about over tagging
  42. 42. Beyond Crawling Programmatic Personalization Third Party Cookie Data CRM/ESP Integration
  43. 43. 60 Questions?
  44. 44. 61 Thank You

×