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El Poder de las Recomendaciones y el Intelligent Data

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Presentación de Tripadvisor para la jornada "Transformación digital en el sector turístico" celebrada el 21 de abril de 2015 en Madrid.

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El Poder de las Recomendaciones y el Intelligent Data

  1. 1. El Poder de las Recomendaciones y el Intelligent Data
  2. 2. TripAdvisor –Inspiration
  3. 3. TripAdvisor en el año 2002
  4. 4. TripAdvisor *Source: Google Analytics, worldwide data, average monthly views Q4 2014—does not include traffic to daodao.com / TripAdvisor internal data 45 Domains in 28 languages 315Million over 147,000 destinations 70m Members Lider Mundial en el sector Travel
  5. 5. 0 50 100 150 200 250 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Crecimiento exponencial – 200 millones de opiniones(millions) Source: TripAdvisor internal data and Google Analytics, Worldwide data, Feb 2014 125 nuevas contribuciones por minuto
  6. 6. 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 4.500.000 5.000.000 2001 2006 2007 2008 2009 2010 2011 2012 2013 Current Nº de fichas casi se duplicó desde 2012 hasta principios de 2014 Crecimiento de fichas(millions)
  7. 7. PLANIFICANDO EL VIAJE
  8. 8. Más de 4,5 millones de empresas turísticas en más de 147.000 destinos 500,000+ Lugares de interés 915,000+ Hoteles, B&Bs and alojamientos especiales 2,4M Restaurantes 650,000+ alquileres vacacionales 29,000,000+ fotos de viajeros
  9. 9. Foto publicitaria Lo que encontraron los viajeros
  10. 10. La gran mayoría de las opiniones son positivas Source: TripAdvisor. Percentage of all ratings, January 2014 48% 30% 12% 5% 5% Puntuación media: 4.12
  11. 11. Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013. Los viajeros españoles generalmente buscan información acerca de… 82% 59% 46%
  12. 12. Más del 80% siente que las opiniones en TripAdvisor le ayudan a tomar decisiones mejor informadas y disfrutar de un mejor viaje Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.
  13. 13. de usuarios leen contenidos de TripAdvisor en otras páginas web todos los meses 500 millones
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  16. 16. Travellers Choice Destinations Houmt Souk BIG DATA
  17. 17. TripAdvisor Data Collection – Example Unique live interactions that we can now capture in our DMP Traveler searched for Paris Hotels Traveler is looking to Travel in 3 days (today is 8/25) for 5 days from Thursday - Tuesday Traveler is looking for a 5 star, good value hotel with a Restaurant near the city center Traveler visited hotel page; read 6 reviews and viewed 7 photos Traveler clicked to book a recommended hotel
  18. 18. Designing Your Campaign Leveraging our insights and tools to maximize your investment Behavior #3: Brand Behavior #2: Commerce Click Behavior #1: Destination = ADVERTISER’S DATA i.e. Marriott Pushes Loyalty Card Audience to TripAdvisor 2nd PARTY DATA AGGREGATOR’S DATA i.e. Blue Kai’s Demographic Segments (18-25, Female, etc.) 3rd PARTY DATA 1ST PARTY DATA TRIPADVISOR USER DATA i.e. Users looking for a Miami Hotel
  19. 19. Robust Data Set Drives Custom Audience Creation and Intelligent Targeting 1st & 3rd Party Data Calendar Targeting Destination Spend LevelsBrand Commerce Clicks Trip ThemeTravelers Travel Needs RestaurantAttractions Audience Demographics Interest Past Purchases In-Market
  20. 20. Advertiser Data + TripAdvisor Data = Improved Targeting, Messaging and ROI Advertiser’s Users on TripAdvisor ADVERTISER Advertiser Opportunity Example Use & Benefit Exclude Users From Media Plan = Increase Efficiency Change Creative Users See = Increased Impact

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