Marco Ryan, Chief Digital Officer of Thomas Cook, shares the groups ruthless focus on Customer Insight, programmatic marketing, Big Data, Content and Innovation to help drive their digital transformation and delight their customers

1. Digital
Engagement
The
Science
of
Customer
Marke8ng
Marco
Ryan
Chief
Digital
Officer
,
Thomas
Cook
Group
PLC
1

2. 2
Way
back
when
Engaging
with
Customers
was
…
simple

3. Way
back
when
Engaging
with
Customers
was
…
simple
3

4. Today’s
digital
reality
and
my
focus
for
this
morning
4

5. Thomas
Cook
Challenge
–
not
unique
yet
uniquely
complex
5
Thomas
Cook
MROI
booking
channels
marke8ng
channels
product
lines
Devices
Content
Programma8c
marke8ng
Customer
Insight
Big
Data
Predic8ve
Data,
Analy8cs,
Insight
Content
Digital
Asset
Management
Rich
Content
Content
Innova8on
(AR,
VR)
Content
Personalisa8on

6. Programma8c
marke8ng
and
the
need
for
“Smart
Data”
6
buying
search
relevancy
smart
data
retarge8ng
behavioural
email
recommend

7. Applying
programma8c
services
to
our
decision
cycle
7
Decision
Evalua8on
Informa8on
gathering
Needs
recogni8on
media
buying
search
relevancy
recommend
behavioural
email
retarge8ng

8. User Experience!
Captures search
behaviour data across
devices and channels!
Projects:!
• Semantic search!
• Behaviour based
search results!
Data and insights
hub!
Budgets and
Business Needs!
Real-time Media
Bidding Buying !
Uses data and
machine learning
algorithms to produce
segments &
recommendations!
Projects:!
• Real-time
recommendation
engine!
MROI and Econometric
modelling against
business goals and
priorities!
Projects:!
• Cross Channel
Attribution model!
• Omnichannel
attribution using
iBeacon to trigger!
Searching of ad
networks, automatically
buying and
personalising on
website!
Projects:!
• Bid Managed Paid
Search!
• Ad copy driven by
Business rules eg
price range
through APIS!
Programmatic buying example!
Process flow!

9. Programmatic buying example!
Semantic search!

10. Programmatic buying example!
Real-time recommendation engine!
– Each user is given recommendations and scores that
reflect the purchase propensity in the defined
dimensions
– Overall Probability to Buy
• Departure in 1-2 months
• Departure in 3-6 months
• Departure in 7-9 months
• Departure in 10-12 months"
– Probability to Buy Hotel concepts in specific
destinations:
• Sunwing
• SunPrime
• Family Garden"
– Probability to Buy Flexible trips
Probability
to Buy
Overall
(Periodic)
Hotel
Concepts
Flexible

11. Thomas
Cook
Challenge
–
not
unique
yet
uniquely
complex
11
Content
Digital
Asset
Management
Rich
Content
Content
Innova8on
(AR,
VR)
Content
Personalisa8on

12. Content
Innova8on
creates
new
ways
to
inspire
but
also
to
measure
12

13. Content
Innova8on
creates
new
ways
to
inspire
but
also
to
measure
13

14. Content
Innova8on
creates
new
ways
to
inspire
but
also
to
measure
14

15. Digital
Asset
Management
–
The
Nerve
hub
of
your
content
strategy
15

16. Thomas
Cook
Challenge
–
not
unique
yet
uniquely
complex
16
Customer
Insight
Big
Data
Predic8ve
Data,
Analy8cs,
Insight

17. Marke8ng
is
a
science.
A
science
based
on
data.
Big
Data,
Smart
Data
or
any
data
is
nothing
without
insight
and
ac8on
17
Predic8ve
Eg.
Demand
driven
Product
offerings
Big
Data
Eg.
Weather
driven
PPC
strategy
Customer
Insight
Eg.
Qualita8ve
driven
marke8ng

18. S8tching
it
together
...
The
Thomas
Cook
Solu8on…
so
far
18

19. What
are
we
targe8ng
from
MROI
19

20. Success
looks
like
this…
20

21. Thank
you
and
keep
in
touch
• @marcoryan
• hcp://uk.linkedin.com/in/
marcoryan
21
Marco
Ryan
Chief
Digital
Office
Thomas
Cook
Group
PLC