K^2 London Presentation - Marketer Point-of-View - Nilan Peiris

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K^2 London marketer point-of-view from Nilan Peiris, VP of Growth at Housetrip, presented on April 2nd, 2014.

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K^2 London Presentation - Marketer Point-of-View - Nilan Peiris

  1. 1. Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
  2. 2. Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
  3. 3. Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
  4. 4. Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
  5. 5. Average price of CHF49 per guest per night 4,000,000 nights… @nilanp Vice President Growth HouseTrip.com
  6. 6. Average price of CHF49 per guest per night We believe staying in a rental is a better experience than staying in a hotel We’re making them as easy to book as a hotel
  7. 7. 3 years later…
  8. 8. Average price of CHF49 per guest per night 300,000 rentals @nilanp | www.housetrip.com
  9. 9. Average price of CHF49 per guest per night In over 19,000 locations @nilanp | www.housetrip.com
  10. 10. Average price of CHF49 per guest per night Over 7 million room nights @nilanp | www.housetrip.com
  11. 11. Average price of CHF49 per guest per night 95% customer satisfaction @nilanp | www.housetrip.com
  12. 12. Revenue! @nilanp | www.housetrip.com
  13. 13. Performance marketing @nilanp | www.housetrip.com
  14. 14. Money in Money out
  15. 15. Money out > Money in
  16. 16. @nilanp | www.housetrip.com
  17. 17. 90% 10%
  18. 18. Spend the most, win the most!
  19. 19. Spend the most efficiently, win the most!
  20. 20. 1. Relevance! 2. Coverage! 3. Bidding! !
  21. 21. Have the most relevant ads
  22. 22. …the best coverage
  23. 23. & the most efficient bidding engine
  24. 24. & the most efficient bidding engine
  25. 25. Spend the most efficiently, win the most… but is there an alternative ?! @nilanp | www.housetrip.com
  26. 26. Delight the most, win the most! !
  27. 27. Delight the most, win the most! !
  28. 28. Cost per acquisition Lifetime Value @nilanp | www.housetrip.com
  29. 29. CPA LTV @nilanp | www.housetrip.com
  30. 30. CPA LTV competition competition @nilanp | www.housetrip.com
  31. 31. CPA repeat growth conversion growth LTV @nilanp | www.housetrip.com
  32. 32. CPA repeat growth conversion growth LTV competition competition @nilanp | www.housetrip.com
  33. 33. CPA repeat growth conversion growth LTV competition competition WINNING! ! @nilanp | www.housetrip.com
  34. 34. Net promoter score growth Conversion growth Repeat growth @nilanp | www.housetrip.com
  35. 35. Delight the most, win the most! !
  36. 36. How ?! ! @nilanp | www.housetrip.com
  37. 37. 95% of our guest experience is in the hands of our hosts! @nilanp | www.housetrip.com
  38. 38. Delight the most, win the most! ! Reward hosts who care! !
  39. 39. Reward hosts who care! !
  40. 40. Net promoter score growth Conversion growth Repeat growth @nilanp | www.housetrip.com
  41. 41. Delight the most, win the most! !
  42. 42. In summary… @nilanp | www.housetrip.com
  43. 43. Spend the most efficiently, win the most!
  44. 44. 1. Relevance! 2. Coverage! 3. Bidding! ! @nilanp | www.housetrip.com
  45. 45. Delight the most, win the most! !

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