[X+1] travel case study


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[X+1] travel case study

  1. 1. [x+1] Travel Case Study<br />
  2. 2. 2<br />Who we are<br />[x+1]’s mission is to enable companies to achieve customer-centric, data driven marketing<br />We provide an audience investment platform, tools and services that enable marketers andagencies to optimize across multiple digital channels. <br />Who we help<br />
  3. 3. 3<br />Geographic<br />Demo<br />Male<br />High income<br />In Market<br />(Context and behavioral)<br />Interests<br />(Behavioral)<br />We take a Customer-Centric Approach to Drive Effective Marketing Using Data & Segmentation <br />+<br />+<br />+<br />Surf Waikiki!<br />Packages starting at $699<br />
  4. 4. 4<br />Audience 1<br /><ul><li> Low Bandwidth
  5. 5. Home, Thursday 3PM
  6. 6. Northern California
  7. 7. PRIZM Lifestyle Cluster 32
  8. 8. Reading Auto Reviews
  9. 9. Has Viewed Ad Once Before
  10. 10. Recent Acquisition</li></ul>is the heart of the platform <br />POETM identifies user attributes and correlates them with positive responses to a marketer's advertising to generate target audience profiles and segments.<br />Data includes:<br />HTTP & IP Data<br />bandwidth, time of day, work/home, browser version, OS, zip code<br />Demographic Data<br />age class, life stage, rent/own, household income, IPA Claritas, Prizm, MRI, NAICS<br />Contextual Data<br />website categories and subcategories<br />Behavioral Data<br />remarketing, product pages visited, recent builds, referring URL (search data), marketing exposure, purchased behavior segments<br />Customer and 3rd Party Data<br />customer tenure, products purchased, offline propensity models, brand preference<br />4<br />
  11. 11. 5<br />Client digital marketing database<br />[x+1]’s platform makes building an actionable online customer and prospect marketing database a reality<br />Data is collected every time a consumer is “touched”<br />Customer registration and commerce data can be easily integrated<br />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.<br />The [x+1] Platform brings together…<br />Search interaction<br />Ad server logs<br />3rd party data sources<br />NPI client data<br />Site and media data<br />Decision based on rules, lists or via statistical models.<br />
  12. 12. Delta Case Study: Challenge <br />The world largest airline faced considerable obstacles in delivering personalized, relevant content to its website visitors. <br />The online marketing team faced increased operations and personnel costs from developing and maintaining dozens of landing pages intended for different audiences. <br />Seeking to improve the efficiency and effectiveness of its strategy, the airline turned to [x+1], the leader in predictive marketing.<br />
  13. 13. Delta Case Study: Solution<br />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.<br />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). <br />This rich view of each website visitor enables [x+1] to target the optimal offer to each individual, ensuring that no visit is wasted.<br />
  14. 14. 8<br />Delta Home Page<br />Prior to working with [x+1] the Delta homepage used to show the same static messages to all US site visitors<br />
  15. 15. Delta Customer and Prospect Segments<br />[x+1] identifies 1700 discrete audience segments, and can serve those segments unique pages<br />Proprietary and Confidential<br />9<br />
  16. 16. Drive Loyalty Programs<br />YOU ARE ALMOST THERE!<br />Check out our lowest fare deals.<br />Less than 500 “points” and you will be upgraded to gold status.<br />Proprietary and Confidential<br />10<br />
  17. 17. Build Relationships<br />Middle Seat Monday?<br />Sorry your flight was not perfect.<br />Please accept free Wi-Fi on your next trip<br />Proprietary and Confidential<br />11<br />
  18. 18. Find the right audience for Cross Sell/Upsell<br />Use Points for hotel <br />Car ad for Waikiki rental<br /> $29<br />Speed in Waikiki<br />Stay in a five star Waikiki hotel - <br />Upgrade for only 200 points!<br />Waikiki is 10 hours away…<br />Wouldn’t you rather sip champagne?<br />Click here to upgrade your flight ><br />Proprietary and Confidential<br />12<br />
  19. 19. Delta Case Study: Landing Page Segments<br /><ul><li> [x+1] identified 1700 discrete audience segments, and can serve those segments unique pages all from one simplified dynamic landing page</li></li></ul><li>Delta Case Study: The Results<br /> 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.<br />The airline experienced a 20% reduction in landing page development costs.<br /> In addition, the airline has gained valuable insight into the factors driving conversion on the homepage.<br />