well, hello therecompanies who personalize content report . how can you start personalizing content?...
TRANSCRIPT
ON AVERAGE, THE TRAVELERS JOURNEY TO A DECISION IS 17 DAYS. THEY’RE VISITING 18 SITES DURING 8 SESSIONS MAKING 6 CLICKS.
17 DAYS
18 SITES
8 SESSIONS
6 CLICKS
THE CUSTOMER JOURNEY
BIG DATA VS. SMALL DATA CAPITALIZING ON DATA TO PERSONALIZE THE DIGITAL EXPERIENCE
LOCATION
PREVIOUS WEBSITE
VISIT
INTERESTS
DEMOGRAPHICS
Destination Image
Fly-in Promotional Message
Sun, Sand & Sea Package Offer
GEO TARGETING TRAVELER FROM NEW YORK
RETURNING VISITOR
• Acknowledge Returning Visitors
• Customize Promotions Based On Interests
• Focus On Services & Amenities
LOYALTY MEMBER RETURNING LOYALTY REWARDS MEMBER
• Loyalty Member Upgrade Offers
• Room Type Preferences
• Spa Or Dining Promotion
CUSTOMER SEGMENT
(BUSINESS, LEISURE MTG PLANNER, ETC.)
PAST STAYS (eCRM / PMS
INTEGRATION)
DEMOGRAPHICS (FACEBOOK OPENGRAPH
INTEGRATION)
OCCUPANCY NEEDS (REV MGMT
INTEGRATION)
CASE STUDY CUSTOM PROMOTIONS FOR INTERNATIONAL
FEEDER MARKETS
RESULTS: Conversion Rates Increase YOY
Spain, Japan, China
100+%
China
67%
1.Who are your top feeder markets?
2.What customer segments do you want to
target?
3.What would you say to a repeat visitor?
Start with a
strategy:
Getaway Imagery
Local Messaging
Resident-Specific Package Offers
GEO TARGETING LOCAL & STATE RESIDENTS
Between 60 and 70% of same-day hotel bookings are made on mobile devices.