Lastminute.com Group utilizes the increasingly popular PESO model to plan and execute their digital content strategy. PESO, which stands for paid media, earned media, shared media and owned media, is also popular among other big brands such as Red Bull and Lego. A partnership with FROSMO enables lastminute.com to rapidly target users according to pre-defined segmentations By combining the four elements of PESO with data gathered through cross-device data driven attribution, Lastminute.com can create and display highly targeted content. Further innovations, such as dividing marketing into three key segments have helped considerably in streamlining the travel giant’s marketing activities. Lastminute.com Group is a global provider in the online travel industry. Marco Corradino, Chief Audience Architect and Board Member at Lastminute.com Group, attended FrosmoX16 as a guest speaker. You'll find the video of his, and other inspiring FrosmoX16 presentations, on www.frosmo.com/frosmox16

1. A quite different travel
company….
September 2016marco corradino

2. marco corradino
The Integration: combining our identities
✓Entrepreneurial culture
✓Fact-based attitude and fast decision making
processes
✓Technology focused
✓Digital / quantitative marketing
✓Lean / efficient cost structure
✓Structured processes culture
✓Brand & PR marketing focused
✓Commercial & procurement buying /
relationship management
✓Media / advertising monetization
Consumer Brand CompanyDigital Marketing Company

3. marco corradino
Comprehensive
Travel Offering
A new model: evolving our way of doing...
Travel
Business
Integrated
Media Platforms
Media
Business
✓ Focus on products

4. marco corradino
We’ve just started…

5. marco corradino
Shared MediaOwned Media
INNER AUDIENCE OUTER AUDIENCE
Earned Media Paid Media
Owned web properties lastminute Group on
Facebook, Twitter,
etc..
The visibility we can get
from media partners - both
professional and
influencers
THIRD PARTY MEDIA
both media we have to pay to
be seen and media that pay
us to show our content
Think P.E.S.O. = Paid-Earned-Shared-Owned

6. marco corradino
The shift: moving from impressions to audience
Mktg tech
framework

7. marco corradino
Shift the curve
Personalisation
Programmatic
Marketing Automation
Real-Time
A.I
Strong Brands
Great content
New Products
Disruptive Service
New Value Proposition
Optimise the curve Extend the curve
New revenue sources
New monetization model
New metrics
Marketplace approach
Trading desk technology
Performance mktg Brand and content mktg Sales and Adv. solutions
Our structure: how we are organised and why

8. marco corradino

9. marco corradino
We connect
with travellers
beyond just booking
Day 1
Month 3
Browsing
Jet Cost
OTA
Audience
re-marketing Audience
re-marketing
CONSIDERATION &
INSPIRATION
COMPARING
BOOKING
AT
THE AIRPORT
ON
HOLIDAY
BACK HOME
Audience
re-marketing

10. marco corradino
We know where Europe travels. We know what Europe loves.

11. marco corradino
Shift the curve
Personalisation
Programmatic
Marketing Automation
Real-Time
A.I
Strong Brands
Great content
New Products
Disruptive Service
New Value Proposition
Optimise the curve Extend the curve
New revenue sources
New monetization model
New metrics
Marketplace approach
Trading desk technology
Performance mktg Brand and content mktg Sales and Adv. solutions
Our structure: how we are organised and why

12. marco corradino

13. marco corradino
Insert Go Getters Video

14. marco corradino
Tier 1: £300k - £450k
! Product placement throughout the series
! Bespoke digital edits
! Branded end slate on digital edits
! Non exclusive rights to shortform highlight edits
Airline: Location specific, branded tickets, shots of planes, in flight
filming
Eurostar: Used in each episode to get into Europe quickly
Auto Manufacture / Rental: Cars used by teams to travel across
land to key locations, Placed car shots, In car cameras, Showcase
of cars features
Tech Brand / Watch Brand / Personal Health Tech: Placed shots
of smart phones in action as teams receive clues and GPS updates.
Phones also used to capture digital video diaries and social assets
Audience: selling our format

15. marco corradino
Shift the curve
Personalisation
Programmatic
Marketing Automation
Real-Time
A.I
Strong Brands
Great content
New Products
Disruptive Service
New Value Proposition
Optimise the curve Extend the curve
New revenue sources
New monetization model
New metrics
Marketplace approach
Trading desk technology
Performance mktg Brand and content mktg Sales and Adv. solutions
Our structure: how we are organised and why

16. Showing the right landing page according to the
traffic source

17. The starting point was a hypotheses
Hypotheses: a cleaner landing page would result in a higher conversion
rate
Frosmo designed a test to analyze the results of a SEM campaign
• The test was active from June 7 to July 1, 2016 in France
• The traffic was divided between 2 new and the original layout
Lastminute.com invested in a SEM campaign to drive traffic to the site
• Risk: Frosmo was directly affecting the booking tab - if any delays or
other problems would arise, the marketing investment as well as
customer revenues would be lost
marcocorradino

18. The 3 different layouts were used
The original layout
Test layout 1
Test layout 2
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19. We have a winner: test layout 2!
•Test layout 2 has a higher conversion rate & a higher revenue after click.
marcocorradino

20. The test results surprised us
• Layout 1 had a higher CTR (87,15 %) compared to layout 2 (83,99 %)
• Layout 2 has a higher conversion rate after click than layout 1 (1,39 % vs 1,04 %)
• It also has a higher revenue after click (total €: € 27,475.58 vs € 25,154.02)
• The original layout performed lower than both of the new layouts in both tests.
Lesson learn:
the less content shown, the higher the conversion and revenue
after click
marcocorradino

21. What was learned
• It pays off to test your hypotheses
• Frosmo give us the ability to implement modifications fast allows
taking risks
“In being able to make quick UI modifications Frosmo helped
Lastminute.com to get new valuable insights in order to improve
their landing pages.”
marcocorradino