stephen taylor's (sojern) presentation at mumbrella's travel marketing summit

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Mumbrella 2017 Stephen Taylor

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Agenda

1. The Challenge for Today’s Travel Marketers

2. Paths to Purchase

3. Using the Data: Right Message; Right Time; Right Channel

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• Have instant access to all information• Know granular details about others’

shopping experiences & satisfaction • Shop & compare without even

thinking about it• Shop anywhere, anytime• Are the savviest consumers that

marketers have ever known

Today’s Consumers

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Brands need to reach travelers where they are, at any time, via multiple channels:

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?? ?? ?? ?? ?? ?? Books Hotel A

Search ?? SEO Views Hotel B ?? SEM

Books Hotel B

The pathway to a travel booking is as complicated and mysterious as ever:

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The Traveller Lifecycle

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Homepage • Search • Conversion/Booking • Feeds • Realtime API Loyalty • Email • GDS • PNR Device IDs • Lat/Longs • App Usage

CRM & Loyalty Data Mobile DataAdvertiser & Partner Data

Cross-Device Identity GraphDeveloping a Comprehensive View of Each Traveler

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PATHS TO PURCHASE

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“ERIC”• Lives in Florida• Has a Partner and 2 Children• Client Loyalty member• Likes to Shop at Premium Outlets

Heavy Mobile UserTravels Frequently

Economy Business Traveler

Luxury Leisure Traveler

“Eric’s” Path to Purchase

Source: Sojern Internal Data

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Apr 25Client Homepage 4x Mobile

May 26Narrowing Travel Dates 10x Mobile

May 29 - 30Competitor14 Searches Mobile

Jun 13 - Jul 9Compares client Hotels Vs Luxury Hotel Brands Mobile

Aug 2Considers client for 7-Day trip for Nov 6 Mobile

July 23Competitor Conversion Mobile

Aug 6Client conversion for Nov 6 $3,400Desktop

June 13Client HP and settles on July 22 as Travel Date Mobile

Jul 9Books Client X-Mas trip for Dec 23 Spend: $370 Mobile

Sept 6 - Oct 1Flight Searches NYC to MCO for 6 people for Nov 6

October 1 - 3Searches/Books Car for Airport to client location for Nov 6

Sept 1Client conversion 1 day trip on Sept 4Mobile

“Eric’s” Path to Purchase

Source: Sojern Internal Data

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Apr 25

186 Client Interactions

55 Competitor Interactions

111 Hotel Searches30 Flight Searches13 Car Searches

7 Cruise Searches

3 Client Conversions1 Competitor Conversion

451 Travel Touchpoints

“Eric’s” Path to Purchase

Oct 3

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“ERIC”• Lives in Florida• Has a Partner and 2 Children• Client Loyalty member• Likes to Shop at Premium Outlets

Heavy Mobile UserTravels Frequently

Economy Business Traveler

Luxury Leisure Traveler

“Eric’s” Path to Purchase

Source: Sojern Internal Data

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Early Booker Last Minute Booker

Early Planner Opportunist

Economical Willing to Splurge

Mobile-Heavy User Desktop Conversion

Local Resident Visits from New York

Family of 4 Books for 5+

Shops at CompetitionLoyal to Client

The Multi-Faceted Traveler

Source: Sojern Internal Data

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KEY STARTING POINTS• 49% of travelers began their path

with a Homepage visit before planning travel

• 37% begin with a Flight Search• 8% begin with a Hotel Search

Analyzing the Client X Traveler

Source: Sojern Internal Data

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IDENTIFYING KEY PATHS TO PURCHASEThe most common paths to purchase will demonstrate more frequent behaviors and how much of your footprint it contains.

Home PageFlight SearchHome PageHotel SearchHome Page

Flight SearchFlight SearchHotel SearchHome PageHome Page

Hotel SearchHome Page

Flight SearchHome Page

Flight SearchHotel SearchHome Page

Flight SearchFlight SearchCar Search

Home PageFlight SearchHome PageHotel Search

Flight BookingFlight SearchFlight SearchHotel Search

Flight BookingHome Page

Home Page

Home PageHome PageHome Page

Flight Search

Flight Search

Home Page

1

2

3

4

5

6

7

8

910

Analyzing the Client X Traveler

Source: Sojern Internal Data

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EVALUATING TRAVELLER ATTRIBUTESThe attributes of your travelers give insight into different event types they’ve performed up to and after their activity on client HP visit.

Analyzing the Client X Traveler

Source: Sojern Internal Data

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Value of Customer

Nee

d fo

r Ear

ly

Expo

sure

Analyzing the Client X Traveler

Source: Sojern Internal Data

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Performance Display

Video, Native, Display

Video

Facebook DAT

App Install

In app targeting

In app targeting

In app targeting

Centered on dynamic personalization, deeper data integrations and a XD ID

Offers Across The Traveller Lifecycle

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Thank You!Stephen Taylor

SVP & MDstephen.taylor@sojern.com

+1.415.619.9101