Digital  Engagement    The  Science  of  Customer  Marke8ng  

Marco  Ryan  Chief  Digital  Officer  ,  Thomas  Cook  Group  PLC  

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Way  back  when  Engaging  with  Customers  was  …  simple  

Way  back  when  Engaging  with  Customers  was  …  simple  

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Today’s  digital  reality  and  my  focus  for  this  morning  

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Thomas  Cook  Challenge  –  not  unique  yet  uniquely  complex  

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Thomas  Cook  MROI  

booking  channels  

marke8ng  channels  

product  lines  Devices  

Content  

Programma8c  marke8ng  

Customer  Insight  

Big  Data  

Predic8ve  

Data,  Analy8cs,  Insight  Content  

Digital  Asset  Management  

Rich  Content  

Content  Innova8on    (AR,  VR)  

Content  Personalisa8on  

Programma8c  marke8ng  and    the  need  for  “Smart  Data”  

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buying  search  relevancy  

smart  data   retarge8ng  

behavioural  email  recommend  

Applying  programma8c  services  to  our  decision  cycle  

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Decision  Evalua8on  Informa8on  gathering  

Needs  recogni8on  

media  buying  

search  relevancy  

recommend   behavioural  email  

retarge8ng  

User Experience!

Captures search behaviour data across devices and channels!

Projects:!•  Semantic search!•  Behaviour based

search results!

Data and insights hub!

Budgets and Business Needs!

Real-time Media Bidding Buying !

Uses data and machine learning

algorithms to produce segments &

recommendations!

Projects:!•  Real-time

recommendation engine!

MROI and Econometric modelling against

business goals and priorities!

Projects:!•  Cross Channel

Attribution model!•  Omnichannel

attribution using iBeacon to trigger!

Searching of ad networks, automatically

buying and personalising on

website!

Projects:!•  Bid Managed Paid

Search!•  Ad copy driven by

Business rules eg price range through APIS!

Programmatic buying example!Process flow!

Programmatic buying example!Semantic search!

Programmatic buying example!Real-time recommendation engine!

–  Each user is given recommendations and scores that reflect the purchase propensity in the defined dimensions

–  Overall Probability to Buy •  Departure in 1-2 months •  Departure in 3-6 months •  Departure in 7-9 months •  Departure in 10-12 months"

–  Probability to Buy Hotel concepts in specific

destinations: •  Sunwing •  SunPrime •  Family Garden"

–  Probability to Buy Flexible trips

Probability to Buy

Overall (Periodic)

Hotel Concepts Flexible

Thomas  Cook  Challenge  –  not  unique  yet  uniquely  complex  

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Content  

Digital  Asset  Management  

Rich  Content  

Content  Innova8on    (AR,  VR)  

Content  Personalisa8on  

Content  Innova8on  creates  new  ways  to  inspire  but  also  to  measure  

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Content  Innova8on  creates  new  ways  to  inspire  but  also  to  measure  

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Content  Innova8on  creates  new  ways  to  inspire  but  also  to  measure  

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Digital  Asset  Management  –  The  Nerve  hub  of  your  content  strategy  

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Thomas  Cook  Challenge  –  not  unique  yet  uniquely  complex  

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Customer  Insight  

Big  Data  

Predic8ve  

Data,  Analy8cs,  Insight  

Marke8ng  is  a  science.    A  science  based  on  data.  Big  Data,  Smart  Data  or  any  data  is  nothing  without  insight  and  ac8on  

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Predic8ve  

Eg.  Demand  driven  Product  offerings  

Big  Data  

Eg.  Weather  driven  PPC  strategy  

Customer  Insight  

Eg.  Qualita8ve  driven  marke8ng  

S8tching  it  together  ...  The  Thomas  Cook  Solu8on…  so  far  

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What  are  we  targe8ng  from  MROI  

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Success  looks  like  this…  

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Thank  you  and  keep  in  touch  

• @marcoryan  

•  hcp://uk.linkedin.com/in/marcoryan  

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Marco  Ryan  Chief  Digital  Office  

Thomas  Cook  Group  PLC