Marketmizer is a software that will optimize Jovago Pakistan's marketing budget allocation across different online channels like SEM, social media, affiliates etc. based on the company's past marketing performance data. It will help address issues with Jovago's current manual budgeting approach by predicting future bookings and providing visualizations of marketing trends. The software will utilize machine learning algorithms and genetic algorithms to model marketing data, identify trends, validate predictions and suggest an optimal budget allocation to help Jovago achieve targets like reducing costs per booking while increasing revenues and lowering bounce rates.

1. MARKETMIZER
SUPERVISOR:
DR. SAJJAD HAIDER
Marketmizer 1
GROUP MEMBERS:
QURATULAIN
TAYYABA IQBAL
SHANDANA ROHEEN

2. About
2Marketmizer
Jovago Pakistan is Pakistan’s number one online hotel
booking company. The company drive it sales through its
website and using different social media platforms. Thus, it is
very important for the company to spend right amount on
internet. Following are the mediums on which the company
spend their marketing budget and boost their post to reach
maximum target audience.

3. Data Understanding
3Marketmizer
Customer
Relationship
Management
Marketing
Booking
3Datasets
providedby
Jovago

4. Marketmizer 4
Data Attributes
Gross
Gross Booking, every booking generated on our system is first considered gross - No checks,
validations etc have been performed
Valid
Once a Gross Booking is received, our Customer Service verifies the booking and also confirms
availability form the hotel. Once everything is confirmed the booking is moved from Gross to
Valid
Completed Once the guest checks-in to the hotel the booking is considered as completed
CPB Cost Per Booking - Total Costs divided by total bookings
CVR Conversion Rate - Total bookings divided by total visits (%)
CAC Customer Acquisition Cost - Total Costs divided by total new customers
CIR Cost to Income Ratio - Not an important metric

5. Current Marketing Channels
 SEM Non Brand
 Facebook Social
 GDN Acquisition
 TripAdvisor
 Metasearch
 Jumia Affiliates
 SEM Brand
 Google Hotel Ads
 GlobalMedia
 GDN Retargeting
 TwinPine
 Trueview
 Trueview
 Kwanko
 Sociomantic
 Black Angus
 SMS
 GSP
 Adroll
 TripAdvisor Display
 Hotels Combined
 TripAdvisor Placement
 SkyScanner
 DoubleClick
 Direct Publisher
 Trivago
Marketmizer 5

6. 6Marketmizer
Manual Budgeting Issues

7. Current Available Solution
7Marketmizer

8. About Marketmizer
Marketmizer 8
It is a software that will predict and optimize the
budget to be spent on the different online
marketing mediums based on company's past
marketing data.
The software also provides feature of visualization
and comparison of marketing data trends to help
analysis.

9. WORKFLOW
Marketmizer 9
A look toward HOW it should be implemented

10. Detailed Working
10Marketmizer
Utilizing
the
Result
Predicting
the Future
Budget
Selecting
an
appropriate
Model
Opting for
better
Accuracy
Validating
& Testing
the data
Learning
the
Marketing
trends
using DM
Models
Identifying
Marketing
Issues
Mining
the
Marketing
trends
Analysis
of Data
Marketing
Data

11. Modeling & Deployment
Tools Knime: For modelling and for some initial
predictions, making of clusters and for applying
the different other techniques to understand the
data more.
 R: Understanding Structure of Data and missing
value imputations using MICE library. And for
testing the suitable models
 Python: Python is the most powerful language for the
deployment of our proposed application. The
implementation approach is taken from machine
learning and evolutionary algorithm.
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12. Mining & Prediction
Algorithms
Marketmizer 12
Evolutionary Algorithm
Genetics Algorithm
Machine Learning

13. Marketmizer 13
Sequence
Diagram

14. 14Marketmizer
Why
Marketmizer?
Save Time
Better
Reachability
and
Bounce%
Former
insights
Visualization
Increase
Revenue
Optimize
spending
Improve
campaign
effectiveness
Why
Marketmizer
?

15. Marketmizer 15
Jovago Targets
Current complete booking is 22 €  target is below 20 €
Current gross booking is 7 €  target is 5 €
Current bounce % is 37 %  target is 30%

16. Marketmizer 16
Marketmizer
Ultimate Goal

17. Marketmizer 17
Marketmizer will provide the platform to achieve the goals and
let it be the winner of the competitive market by providing the
optimized budgeting results

18. Marketmizer 18
JOVAGO DATA

19. JOVAGO ALL OVER
ASIA
19Marketmizer

20. Prediction of 2018 Bookings
using past data
20Marketmizer

21. JOVAGO ALL OVER
PAKISTAN
21Marketmizer

22. 22Marketmizer
Cost per
Channel
1. Jovago has spend more
on SEM Non Brand and
Facebook Social as
compared to others.
2. They are not investing
much on SEM Brands.

23. 23Marketmizer
Bounce %
per Channel
SEO Other and
Sociomantic
shows the better
progress whereas
Partnerships data
show the worst.

24. Marketmizer 24
Visits per
ChannelFacebook Social
with maximum
number of visits.
Not a good
response
through SEM Non
brand though.
However, Jovago
invest the most
on it. Twitter
Organic with
least no. of visits,
i.e., 3

25. Marketmizer 25
New
Completed per
Channel• SEM Non Brand has
brought max completed
booking which is in
correspondence to the
applied cost.
• SEO Google gave
exceptional result even
though Jovago has not
invested any.
• Sociomantic does not
bring any result however
86 euro has been invested
on it.

26. Marketmizer 26
Completed
Commission
Per Booking
Per Channel
1. Jovago is getting max
CPB from SEM Brand
and Behavioural.
2. They are not getting any
CPB through partners,
SEO Bing, Ask and Blog
organic.

27. 27Marketmizer
Completed
Commission Per
Channel
Previously SEM
Branding is getting
more commission
based on booking
but here SEM Non
Brand provides more
commission
irrespective of
booking.

28. Marketmizer 28
Channel wise
Visits, Costs &
Completed
Commission1. It shows the stability w.r.t
cost.
2. Much focus need to be
required SEO Google. More
need to be invested on it.
3. Sociomantic proved to be a
wastage as it is neither
bringing commission nor
visits for awareness.

29. Max. values of different measures w.r.t.
channels
29Marketmizer

30. Marketmizer 30