www.lastminutegroup.com

How an Online Travel company optimize content to increase the relevance to its Audience

Filippo Onorato – group CIO

We aim to be the relevant and the inspiring travel company,committed to enrich the lives of travelers

an inspirational online travel and lifestyle company

• 10 million experience seekers every year

• We’ve been pioneers in the travel and experience industry since 1998.

• We focus on the emotional and functional

OUR REACH

The Travel People team consists over 80+ media and tech professionals, each possessing an unrivalled depth of expertise in media and ad tech solutions for brands.

NORTHERN EUROPE (UK & NORDICS) Focus on Client Direct, Tourism Boards + Media Agencies forTravel & Lifestyle Brands

• Content Hub & Travel Insights • UK Brand Partnerships • Trading Desk & Travel Alliance • Account Management & Creative Design

POLAND Product team, with specialised expertise in building a 20M+ strong travel social network alongside the creation of new platforms and social engagement solutions

• Product and Systems Development • Engineering, Analytics and Testing • UX and Graphic Design

SOUTHERN EUROPE (GERMANY/SPAIN/ITALY/FRANCE)Focus on Client Direct, Tourism Boards + Media Agencies for Travel, Automotive & Lifestyle Brands

• Programmatic • Creative Design • European Partnerships Team

INTERNATIONAL TEAM (AFRICA & MIDDLE EAST)Focus on Client Direct, Tourism Boards + Media Agencies, Travel & Lifestyle Brands

• CPC/CPA/CPL• Affiliate Partnerhips

EXPERTISE IN MEDIA & AD TECH

45M UNIQUE VISTORS A MONTH

10M TRAVELLERS A YEAR

530M AD IMPRESSIONS PER MONTH

28M TRAVEL OPINIONS IN OUR DATABASE

35M TRAVEL PHOTOS TO BE INSPIRED BY

5M FOLLOWERS ON FACEBOOK AND TWITTER

OUR AUDIENCE KEY STATS

The Travel People is Lastminute.com Group’s new media business.

We use a combination of content-rich solutions, programmatic technologies and our first-party data to reach 45 million monthly unique visitors and 10 million travelers every year both on, and off our network of high-profile travel platforms.

KEY STATS

x

SOLO TRAVELER

GROUPS

FAMILIES

HOLIDAY

GOERS

YOUNG MOTHERS

COUPLES

BUSINESSTRAVELLER

MAIN INTERESTSTRAFFIC SOURCESGENDER SPLIT

60%

40%

50%

50%

MUSIC EVENTS FOODDESKTOP MOBILEFEMALE MALE

CULTURE

AUDIENCE &REMARKETING

• We are home to the ultimate travel audience.

• Our powerful first-party data means we don’t just know where our customers like to go –

• we know what they love to do when they get there.

• This helps brands to target by passion, as well as by demographic, for greater impact.

ADFORMATSANDBEYOND

MEDIA TOUCHPOINTSALONG THE CUSTOMER JOURNEY

AVAILABLE IN:

ContentSOLUTIONS

WAYN platforms

CONTENT HUBBLOGS

CONTENT HUBBLOGS

Consistent Layout

Mobile Friendly

Responsive

Fast and User Friendly

CONTENT HUBMICROSITES

CONTENT HUBMICROSITES

Simple Design

Custom Layouts

Flexibility

SEO Optimised

Consistency

SOCIAL INFLUENCERS

SOCIAL INFLUENCERS

• Deliver brand awareness, advocacy and engagement in a more influential way.

• Existing network of over 20 million travellers, 5 million followers and leading social influencers

• We can help identify who your social influencers are from within our community

• Activate your existing social influencers • Build scaled audiences of followers within weeks• Amplify the impact across multiple social channels

LEADGENERATION

LEADGENERATION

• Access click-to-registration channels via our properties• Targeted call-to-actions in key user engagement channels

including pop-ups and offer notifications• Ability to export names, location and validated, external email

addresses using 1 click activation • Results driven CPL (cost-per-lead) costing model

PARTNERSHIPCO-MARKETING

PARTNERSHIPCO-MARKETING

…

• Consumer Promotions and Co-Marketed Content• Acquisition, retention and loyalty • Helps create emotion, drive conversation, customer acquisition and sales

Our prizes and products:

• Holidays: • Discount voucher / e-Gift cards• Free flights, www.freeflights1.lastminute.com

HOW?

Artificial intelligence (AI), the ability of a digital computer or computer-controlled robot to perform tasks commonly associated with intelligent beings. The term is frequently applied to the project of developing systems endowed with the intellectual processes characteristic of humans, such as the ability to reason, discover meaning, generalize, or learn from past experience.

Source: ENCYCLOPÆDIA BRITANNICA

DC Search

To be dev

Google AdWords

Private BETA

RS01 fs

API download

SEM/Display Dashboards

Analytics DWHBigQuery

Campaign manager

Public BETA

DC for Publishers

Public BETA

Google Analytics

GA

BigQuery Data Transfer Service

Other ext. sources

Affiliate dashboards

Data LakeCloud Storage

Batch JobsDataproc

ETLDataflow

OrchestrationAirFlowAzkaban

DWH VerticaCompute Engine1

2

3

4

Columnar Tables

FLEX Tables

Marketing Analytics reporting and modeling

AI: adds scale to human-like reasoning

● Automatic bidding - Marketing● Attribution modeling - Marketing and Finance● Anomaly detection - Marketing and IT Operations● Recommender System - Marketing and CX● Margin optimization - Metasearch● Revenue forecasting – Marketing

The technology is evolving to match scale and optimizing the CX

“Last paid click no brand no hybrid no direct”with the following cascade of priorities:

1) Paid channels2) Free channels3) SEM/SEO BRAND and HYBRID4) Direct

Data from BigQuery (transactions with 60-days look-back window).DS has a slightly different one (*SEM-preferred over META)

It runs on GCP and it uploads data as input for the channel consolidation.

An Example: Attribution Model – Rule Based

- Two statuses of the Visitor- Multiple touchpoints (observable)- 3 final statuses (two of them not

observable)

Attribution Model: Hidden Markov Chain

European capital cities

Fun holidays

Italian market

Center Italy cluster

Milan cluster

Catania cluster

Rome cluster

Recommender system - Similarity score (flight serches - Italy)

THANK YOU

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