Ciprian Caraba, Product Owner Marketing Technology, Tripsta

1. © 2016 Tealium Inc. All rights reserved.

2. © 2016 Tealium Inc. All rights reserved.
Ciprian Caraba
Product Owner Marketing Technology, Tripsta
Merging MarTech
in Travel

3. © 2016 Tealium Inc. All rights reserved.
Ciprian Caraba
Product Owner Marketing Technology - Tripsta
Ciprian worked as an assistant professor at the Bucharest University
before joining Tripsta in 2012. He started as Marketing Specialist for
Romania and Eastern Europe and later started to manage marketing
technology projects for Tripsta.
Ciprian currently marketing technology projects related to conversion
optimization, marketing automation and customer experience.

4. © 2016 Tealium Inc. All rights reserved.
About us - Tripsta
• One of the first Greek Online Travel Agencies (OTA) established in 2005 in Athens
• Multimodal OTA selling flight tickets, ferries, trains, bus & complementary services
• Operating 3 brands in over 45 markets: Tripsta, Airtickets, Travelplanet24
• Total gross bookings exceeding 0.5bn EUR
• All technologies and services are developed and operated in-house
• In 2015 acquired and rapidly integrated one of its biggest competitors, airtickets.com
5
In Top 5
OTAs in Europe
In gross revenues
1st
Largest e-commerce
company in Greece
€~1,5m daily sales
www
Largest OTA
in Greece
+70% Market Share

5. © 2016 Tealium Inc. All rights reserved.
Journey to Success
Company founded
Tripsta Brand Launched Expanded to 9 Markets
Opened Remote Office
Bucharest
Bookings Surpass 100m€
Launched Mobile App
Bookings Surpass 200m€
Customers Surpass 1m
Receive VC Funding
from Jeremie - 3.5m EUR
Acquired competitor, airtickets
More than 260 total employees
2005
2010 2011
2012 2012
2014
2013
2014 2015
Launched 3 GDS
2015

6. © 2016 Tealium Inc. All rights reserved.
Tripsta / Airtickets Merger
April 2016.
Both Airtickets and Tripsta (under the brand name travelplanet24) are in the top 3 online travel
agencies in Greece.
Airtickets is the leading online travel agency in Greece – brand focused.
Tripsta was one of the largest international travel businesses in South Eastern Europe –
performance focused
Huge potential for synergies & economies of scale.
Over 260 employees in Athens, Bucharest and Istanbul.
Perfect moment to launch a new platform to allow quick integration of multiple brands

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The situation from a MarTech perspective
• Tealium Tag Manager - Mix of
hardcoded and Tealium tags
• Full Google Analytics Accounts
for 44 websites and 3 global.
• In house built tracking system
• Over 280 partners (affiliate
networks, metasearch engines,
display and remarketing
partners, etc)
• GTM – mix of hardcoded and
GTM tags
• 2 Google analytics accounts. No
ecommerce tracking
• In house CRM and tracking
system
• Over 160 partners with aprox.
65% overlap with tripsta.
New application
• Tealium – Clean Start. All tags
deployed from Tealium
• Full Google Analytics Integration
• In house tracking system to
include Airtickets
• Most partners will be kept for
the new post-merger application
• Separate booking flow domain
Three applications, two tracking systems, multiple domains and sub domains, over 80 partners to be
implemented and tracked.

8. © 2016 Tealium Inc. All rights reserved.

9. © 2016 Tealium Inc. All rights reserved.
Objectives
Deduplication system
• Needs to be live the moment the
new application is deployed to a
new market
• 100% Functionality for Airtickets
• In house built tracking system
Minimum data loss
• Continous Google Analytics data
• Correct Google Analytics data
regarding transactions, sales
volumes and multi currency
support
• Correct partner attribution
Partner integration
• Partner tracking must be in
place for airtickets websites
• Partner tracking must be in
place with each expansion of
the new application.
• No Hardcoded tags

10. © 2016 Tealium Inc. All rights reserved.
The plan
1
• Quick Tealium Set up for Airtickets – Basic implementation
• Implement Google Analytics, ecommerce extension
2
• Tealium implementation for Airtickets – Advanced implementation
• Custom Dimensions, Metrics, Multi Currency
• New profile vs current profile?
• New partners
3
• Tealium implementation for the new application
• New profile vs current profile?
• Common Data Layer for all brands
• Cross-domain tracking

11. © 2016 Tealium Inc. All rights reserved.
Deduplication System
Tripsta uses an in house build tracking system
and relies on Tealium for deduplication:
• Query string variable
• Tealium Channel extension – channel closer,
channel influencer
• Channel based load rules from data layer js
variable
• Custom extension to set up last paid channel
Different tracking pixels should not fire for the
same transaction

12. © 2016 Tealium Inc. All rights reserved.
Decrease of over 95% in monthly duplicated
bookings since implementation in January 2014
Current set up allowed us to launch for Airtickets
immediately, only adding new partners on a case
by case basis
Over 270 partners across 45 countries -> more
than 500 different pixels to install
No cross-brand and cross country deduplication
– use the same Tealium profile
Deduplication System & Partner Tracking

13. © 2016 Tealium Inc. All rights reserved.
Time to market
Minimum partner tracking loss
Go live for all country partners when the new
application is launched
Lookup tables with IDs and page types
Common Data Layer ensured custom mappings
can be expanded to Airtickets within seconds
Custom Tealium Load Rules for AT

14. © 2016 Tealium Inc. All rights reserved.
Tealium & MarTech Merger
reduction in duplicated
bookings
no data loss in
internal tracking tools
no data loss in
partner tracking tools
95+%

15. © 2016 Tealium Inc. All rights reserved.
Thank you!

16. © 2016 Tealium Inc. All rights reserved.