1.
1
The addressable customer
experience in travel

2.
2
Travel Vertical | Key Trends
2.Today’s consumers are
looking to be engaged and
inspired not sold. [Content
Marketing]
1. Tech driven innovation in
products/services (e.g. MyMagic+,
Remote Check-in, Self Bag Check)
is leading to rapid growth in
consumer data
[Technology/Data]
3. Consumer’s continue to increase
time spent on mobile devices.
Travel brands will move primary
brand experience to the mobile
device [Mobile]
The Consumer-
Centric
Transformation
The Consumer-
Centric
Transformation
4. It’s the “golden age”
for personalization in
the travel industry
[Personalization]

3.
3
The state of digital marketing is rapidly changing
Programmatic
continues to expand
New players emerging
for direct marketing
Cross Device
• Social platforms are
evolving
• User base and profiles
creating massive scale
• Unique inventory and
placements
• Users are spending
their time across
devices
• Shift from cookies
critical for targeting
measurement
• Early stages of ID based
tracking
• Ubiquitous on the
media plan
• Offerings extending out
remnant to premium
• Optimizing
performance AND
workflow

4.
4
Connections now made at scale
Audience platforms are growing and providing value

5.
5
We have seen addressable media create competitive advantage before
Addressability at scale (AAS) is defined as the opportunity to create competitive advantage
through the ability to deliver targeted, personalized experiences to consumers.
AAS 5.0
Person ID
AAS 1.0
Name & Address
AAS 2.0
Phone #
AAS 3.0
Email Address
AAS 4.0
Cookie & Device ID
1990 2014
The merchant opportunity lies in addressability and the
enablement of data and analytics
The digital audience platform marketplace that is now at massive scale

6.
6
These addressable audiences are scaling exponentially
Mature
addressable
platforms Email Mail Phone
Scaling
addressable
platforms
Emerging
addressable
platforms
POS Website Call center
Your
addressable
platforms

7.
7
Addressable Platforms
Enabling Audience Platforms give us control of the message
and when it is delivered
An Audience Platform is a digital technology that enables automated,
targeted, personalized experiences to individuals (known and anonymous)
at scale utilizing first and/or third party data
Customers
1st Party
Data
3rd Party
Data
CRM Database

8.
8
New competencies are required to take advantage
Marketers must evaluate their own
competency level and decide how best to fill
gaps internally and with external expertise
In the highly digitized world of AAS, a
new set of competencies must be
attained by the marketer
We call the personification of those
collective skills The Platform Marketer
While new processes, data, and
technologies must be implemented
(what we call Connected CRM),
these digital platform competencies
must first be addressed
j
Identity
Management
Audience
Management
Consumer
Privacy &
Compliance
Media
Optimization
Platforms
Utilization
Channel
Optimization
Experience
Design &
Creation
Measurement
and attribution
Marketing
Technology

9.
9
The Addressable Experience requires the 3C’s
CONTEXT
Our applied knowledge
of the traveler
Every asset we
have to put in front
of the traveler
CONTENTCONNECTIVITY
When we bring
the two together
in media and channels

10.
10
Making the platform pay off requires audience based planning
• Client Discovery
• Business Problem
• Current Program
• Goals/KPI’s
• Audience Brief
• Customer Research
• Segment Analysis
• Decision Map
• Competitive Research
• Direct Competitors
• Indirect Competitors
• Business Analysis
• Market Analysis
• Product Values
• Threats
• Strategy Brief
• Communication
Architecture
• Message Sequence Plan
• Journey Map Design
• Customer Experience
Blueprint
• Creative Brief
• Media Brief
• Strategy Plan
• Seasonal Plan
• Loyalty Plan
• Events
• Plan Prioritization
• New Media Opportunity
• Plan Updates
• POV Development
• Monthly/Quarterly
Strategy Meetings
• Annual Planning
• Ongoing Messaging
• KPI management
• Funnel Optimization
STRATEGY
PLANNING
DEVELOPMENT
& LAUNCH
AUDIENCE
INSIGHT
OPTIMIZATION

11.
11
Brand
Research
Consumer
Insight
Market
Analysis
Key
Insight
Program
Brief
Creative &
Message
Brief
Media Brief
Digital Exp.
Brief
Creative &
Message
Media
Plan
Asset
Development
Program
Mgmt
Insights Briefing Execution
Formed though the traditional media process

12.
12
Context leverages everything we know about the audience
LIFECYCLE
BEHAVIORIDENTITY
SEGMENT
LOCATION VALUE
Client
1st Party Data
CRM
Facebook
1st Party Data
+
Demographic
Age & Gender
Lifestyle
Relationship
Education
Job Title
Page Likes
Categories
Page Likes
(Pages)
Activity
Frequency
Devices
Household
Estimated Income
Home Ownership
Household Size
Home Market
Value
Spending Methods
Location
Cities
Countries
Language
Purchase
Retail
Online
Purchase for Both
In Market for Auto
Combined advertiser and Facebook customer view:

13.
13
Addressable experiences don’t happen without content

14.
14
Connectivity allows us to deliver experiences
Timing /
frequency Platform
Device /
format
Segment
A
Segment
C
Segment
D
Segment Lifecycle
Awareness
Product
Consideration
Request
a Quote
Start
Application
Process
CONTEXT
Message Offer
CONTENT
Treatment
Segment
B
Brand
Consideration
Segment
B
Brand
Consideration
4X
Google
Mobile A
1
Hotel
CONNECTIVITY

15.
15
Optimizing Media Through the Stack

16.
16
WHO to target
WHERE to target
WHAT message
WHICH creative treatment
HOW much to spend
Individual
Behavior
Online &
offline sales
Competitive
Information
Customer value
& risk
Segments &
models
Highly targeted and personalized customer journey
Life would be easier if optimization looked like this
Super Duper Optimizer
Centralized & Automated

17.
17
Therefore, we must rationalize the tech stack to support an addressable
customer experience
Audience Platforms
MarketingAutomation
Channel Execution (Indirect)Media Execution
Marketing Database
Search
Business Rules Engine
Decisioning Algorithms
Audience Management
Real-Time Data Transfer
Advanced Analytics
Attribution / Forecasting
Business Intelligence
Customer 360° Data Assets Event Stream
CampaignManagementMRM
Messaging
Location Services Tag Management
Insights Platform
Data Management
Platform
Decision Optimization
Platform
Content Governance Content Management
Application Services
Asset Management
LeadManagement
Channel Execution (Direct)
Site Contact Center Preference Center POSDistributorPartner SiteDigital Media
Data Services
Customer / Partner Management Platform
Identity Management
Onboarding CDI/DDI Cross Device
Automation Systems SFDC
Partner Syndication
Company Level Identity
Partner Portals
Predictive Engine
Audience Syndication

18.
18
The core enabler of addressable marketing is the connected
customer view
Social
Print
Direct Mail
Display
Search TV/Video
Mobile
Site
Product
LTV
Segment
Demographics
Life Events
Call
center
Meetings
Email
• Consolidated view of the
consumer across all
touchpoints
• Allows clients to analyze their
programs in context of the
whole picture
• Valuable insights on consumer
value, attitudes, and behaviors
• Attribution – provides
foundation for effective
measurement
• Multi-media, multi-channel
optimization based on facts

19.
19
Identity Management – Graphing Identity
Device
Identity
Digital
Identity
Terrestrial
Identity

20.
20
Identity Ecosystem
Audience Platforms
Name & address 3rd party cookie 3rd party segment Context
1st party cookie Device ID Geo-location Social ID / handle
Cross Device
On-boarding
Tag Management
Identity Management

21.
21
Interactive Data Management – The DMP
DMP
Audience
Syndication
Impression/
Click Tracking
DMP Data
Input
CRM Back
feed
Ad
Server
DSP/ Ad
Network
Decision
Engine
ESP
Search
Engines
Site/Landing Pages
Email trigger
Online Ad Targeting
Search (RLSA)
Third Party
Cookie Data
First Party
Website/Email Click
Data
First Party Offline
Data
Marketing
Database
(CRM)
Data Sources

22.
22
Insights Platform
Retail IWM B2B Banking TME Life Sciences Non Profit
Insights Portal
Insights Engines
Insights Playground
Data Constructs
Reporting Marts
Analytical Marts & Cubes
Event Streams
Raw Event Streams
Scoring
ETL
Stage
BI Mart
Aggs
Scored Event Streams
Analytic Mart
Insights Platform
Data Processing &
Event Stream
Creation
Scoring Platform
Aggregation & Data
marts
Reporting/Inisghts
Connected
Recognition
Scenario Planner/OptimizerReports
External Platform
Integration
DSP/Trading Desk
Technology StackLayer Components
APIs
CRM DB
Media Data
3rd party data
Transaction
data
Sources &
Connectors
Detailed Data Tools
Raw Event Streams
Scoring
ETL
Stage
BI Mart
Aggs
Scored Event Streams
Analytic Mart
Insights Platform
Data Processing &
Event Stream
Creation
Scoring Platform
Aggregation & Data
marts
Reporting/Inisghts
Scenario Planner/OptimReports
External Platform
Integration
DSP/Trading Desk
Technology StackLayer Components
Raw Event Streams
Scoring
ETL
BI Mart
Aggs
Scored Event Streams
Analytic Mart
Insights Platform
Data Processing &
Scoring Platform
Aggregation & Data
marts
Reporting/Inisghts
Con
Scenario Planner/OptimizerReports
External Platform
Integration
DSP/Trading Desk
Technology StackLayer Components
Advanced Analytics
• Predictive modeling
• Clustering
• Simulation
Attribution Engine Scenario Planning &
Optimization
Alerts Profile Generator


p
i
t
p
itit
i
xy
1

Portal Interface Standard & Custom
Dashboards
Ad-hoc Reporting Module Interfaces

23.
23
Operationalizing Analytics
23
Insights Platform
Models score into database
Directly into execution platforms
Creation of media plans
Users
Use Cases / Application
Analytics Team

24.
24
Thank you.
To watch the full presentation from the
PhoCusWright Conference, please
head here: http://bit.ly/1uSyJwc