1

The addressable customer

experience in travel

2

Travel Vertical | Key Trends

2.Today’s consumers are

looking to be engaged and

inspired not sold. [Content

Marketing]

1. Tech driven innovation in

products/services (e.g. MyMagic+,

Remote Check-in, Self Bag Check)

is leading to rapid growth in

consumer data

[Technology/Data]

3. Consumer’s continue to increase

time spent on mobile devices.

Travel brands will move primary

brand experience to the mobile

device [Mobile]

The Consumer- Centric Transformation

The Consumer-

Centric

Transformation

4. It’s the “golden age”

for personalization in

the travel industry

[Personalization]

3

The state of digital marketing is rapidly changing

Programmatic continues to expand

New players emerging for direct marketing

Cross Device

• Social platforms are evolving

• User base and profiles creating massive scale

• Unique inventory and placements

• Users are spending their time across devices

• Shift from cookies critical for targeting measurement

• Early stages of ID based tracking

• Ubiquitous on the media plan

• Offerings extending out remnant to premium

• Optimizing performance AND workflow

4

Connections now made at scale

Audience platforms are growing and providing value

5

We have seen addressable media create competitive advantage before

Addressability at scale (AAS) is defined as the opportunity to create competitive advantage

through the ability to deliver targeted, personalized experiences to consumers.

AAS 5.0 Person ID

AAS 1.0 Name & Address

AAS 2.0 Phone #

AAS 3.0 Email Address

AAS 4.0 Cookie & Device ID

1990 2014

The merchant opportunity lies in addressability and the

enablement of data and analytics

The digital audience platform marketplace that is now at massive scale

6

These addressable audiences are scaling exponentially

Mature addressable

platforms Email Mail Phone

Scaling addressable

platforms

Emerging addressable

platforms

POS Website Call center

Your addressable

platforms

7

Addressable Platforms

Enabling Audience Platforms give us control of the message

and when it is delivered

An Audience Platform is a digital technology that enables automated,

targeted, personalized experiences to individuals (known and anonymous)

at scale utilizing first and/or third party data

Customers

1st Party

Data

3rd Party

Data

CRM Database

8

New competencies are required to take advantage

Marketers must evaluate their own

competency level and decide how best to fill

gaps internally and with external expertise

In the highly digitized world of AAS, a

new set of competencies must be

attained by the marketer

We call the personification of those

collective skills The Platform Marketer

While new processes, data, and

technologies must be implemented

(what we call Connected CRM),

these digital platform competencies

must first be addressed

j

Identity

Management

Audience

Management

Consumer

Privacy &

Compliance

Media

Optimization Platforms

Utilization

Channel

Optimization Experience

Design &

Creation

Measurement

and attribution

Marketing

Technology

9

The Addressable Experience requires the 3C’s

CONTEXT

Our applied knowledge

of the traveler

Every asset we

have to put in front

of the traveler

CONTENT CONNECTIVITY

When we bring

the two together

in media and channels

10

Making the platform pay off requires audience based planning

• Client Discovery

• Business Problem

• Current Program

• Goals/KPI’s

• Audience Brief

• Customer Research

• Segment Analysis

• Decision Map

• Competitive Research

• Direct Competitors

• Indirect Competitors

• Business Analysis

• Market Analysis

• Product Values

• Threats

• Strategy Brief

• Communication

Architecture

• Message Sequence Plan

• Journey Map Design

• Customer Experience

Blueprint

• Creative Brief

• Media Brief

• Strategy Plan

• Seasonal Plan

• Loyalty Plan

• Events

• Plan Prioritization

• New Media Opportunity

• Plan Updates

• POV Development

• Monthly/Quarterly

Strategy Meetings

• Annual Planning

• Ongoing Messaging

• KPI management

• Funnel Optimization

STRATEGY

PLANNING DEVELOPMENT

& LAUNCH

AUDIENCE

INSIGHT

OPTIMIZATION

11

Brand

Research

Consumer

Insight

Market

Analysis

Key

Insight

Program

Brief

Creative &

Message

Brief

Media Brief

Digital Exp.

Brief

Creative &

Message

Media

Plan

Asset

Development

Program

Mgmt

Insights Briefing Execution

Formed though the traditional media process

12

Context leverages everything we know about the audience

LIFECYCLE

BEHAVIOR IDENTITY

SEGMENT

LOCATION VALUE

Client

1st Party Data

CRM

Facebook

1st Party Data

+ Demographic

Age & Gender

Lifestyle

Relationship

Education

Job Title

Page Likes

Categories

Page Likes (Pages)

Activity

Frequency

Devices

Household

Estimated Income

Home Ownership

Household Size

Home Market Value

Spending Methods

Location

Cities

Countries

Language

Purchase

Retail

Online

Purchase for Both

In Market for Auto

Combined advertiser and Facebook customer view:

13

Addressable experiences don’t happen without content

14

Connectivity allows us to deliver experiences

Timing /

frequency Platform Device /

format

Segment

A

Segment

C

Segment

D

Segment Lifecycle

Awareness

Product

Consideration

Request

a Quote

Start

Application

Process

CONTEXT

Message Offer

CONTENT

Treatment

Segment

B

Brand

Consideration

Segment

B

Brand

Consideration

4X

Google

Mobile A

1

Hotel

CONNECTIVITY

15

Optimizing Media Through the Stack

16

WHO to target

WHERE to target

WHAT message

WHICH creative treatment

HOW much to spend

Individual

Behavior

Online &

offline sales

Competitive

Information

Customer value

& risk

Segments &

models

Highly targeted and personalized customer journey

Life would be easier if optimization looked like this

Super Duper Optimizer Centralized & Automated

17

Therefore, we must rationalize the tech stack to support an addressable

customer experience

Audience Platforms

Ma

rketi

ng

Au

tom

ati

on

Channel Execution (Indirect) Media Execution

Marketing Database

Search

Business Rules Engine

Decisioning Algorithms

Audience Management

Real-Time Data Transfer

Advanced Analytics

Attribution / Forecasting

Business Intelligence

Customer 360° Data Assets Event Stream

Cam

paig

n M

anagem

ent

MR

M

Messaging

Location Services Tag Management

Insights Platform Data Management

Platform

Decision Optimization

Platform

Content Governance Content Management

Application Services

Asset Management

Lead M

anagem

ent

Channel Execution (Direct)

Site Contact Center Preference Center POS Distributor Partner Site Digital Media

Data Services

Customer / Partner Management Platform

Identity Management

Onboarding CDI/DDI Cross Device

Automation Systems SFDC

Partner Syndication

Company Level Identity

Partner Portals

Predictive Engine

Audience Syndication

18

The core enabler of addressable marketing is the connected

customer view

Social

Print

Direct Mail

Display

Search TV/Video

Mobile

Site

Product

LTV

Segment

Demographics

Life Events

Call

center

Meetings

Email

• Consolidated view of the

consumer across all

touchpoints

• Allows clients to analyze their

programs in context of the

whole picture

• Valuable insights on consumer

value, attitudes, and behaviors

• Attribution – provides

foundation for effective

measurement

• Multi-media, multi-channel

optimization based on facts

19

Identity Management – Graphing Identity

Device

Identity

Digital

Identity

Terrestrial

Identity

20

Identity Ecosystem

Audience Platforms

Name & address 3rd party cookie 3rd party segment Context

1st party cookie Device ID Geo-location Social ID / handle

Cross Device

On-boarding

Tag Management

Identity Management

21

Interactive Data Management – The DMP

DMP

Audience

Syndication

Impression/

Click Tracking

DMP Data

Input

CRM Back

feed

Ad

Server

DSP/ Ad

Network

Decision

Engine

ESP

Search

Engines

Site/Landing Pages

Email trigger

Online Ad Targeting

Search (RLSA)

Third Party

Cookie Data

First Party

Website/Email Click

Data

First Party Offline

Data

Marketing

Database

(CRM)

Data Sources

22

Insights Platform

Retail IWM B2B Banking TME Life Sciences Non Profit

Insights Portal

Insights Engines

Insights Playground

Data Constructs

Reporting Marts

Analytical Marts & Cubes

Event Streams

Raw Event Streams

Scoring

ETL

Stage

FTP

BI Mart

Aggs

CRM

Online Data Offline Data

Vendor Vendor Vendor Vendor Vendor

Pixel/Site Data

Scored Event Streams

Analytic Mart

Insights Platform

Data Sources

Data Collection

Data Processing & Event Stream

Creation

Scoring Platform

Aggregation & Data marts

Reporting/Inisghts

Connected Recognition

Scenario Planner/OptimizerReports

External Platform Integration

DSP/Trading Desk

Technology StackLayer Components

APIs

CRM DB

Media Data

3rd party data

Transaction data

Sources & Connectors

Detailed Data Tools

Raw Event Streams

Scoring

ETL

Stage

FTP

BI Mart

Aggs

CRM

Online Data Offline Data

Vendor Vendor Vendor Vendor Vendor

Pixel/Site Data

Scored Event Streams

Analytic Mart

Insights Platform

Data Sources

Data Collection

Data Processing & Event Stream

Creation

Scoring Platform

Aggregation & Data marts

Reporting/Inisghts

Connected Recognition

Scenario Planner/OptimizerReports

External Platform Integration

DSP/Trading Desk

Technology StackLayer Components

Raw Event Streams

Scoring

ETL

Stage

FTP

BI Mart

Aggs

CRM

Online Data Offline Data

Vendor Vendor Vendor Vendor Vendor

Pixel/Site Data

Scored Event Streams

Analytic Mart

Insights Platform

Data Sources

Data Collection

Data Processing & Event Stream

Creation

Scoring Platform

Aggregation & Data marts

Reporting/Inisghts

Connected Recognition

Scenario Planner/OptimizerReports

External Platform Integration

DSP/Trading Desk

Technology StackLayer Components

Advanced Analytics

• Predictive modeling • Clustering • Simulation

Attribution Engine Scenario Planning & Optimization

Alerts Profile Generator

p

i

t

p

ititixy

1

Portal Interface Standard & Custom Dashboards

Ad-hoc Reporting Module Interfaces

23

Operationalizing Analytics

23

Insights Platform

Models score into database

Directly into execution platforms

Creation of media plans

Users

Use Cases / Application

Analytics Team

24

Thank you.

To watch the full presentation from the

PhoCusWright Conference, please

head here: http://bit.ly/1uSyJwc