adara - dublin tour may 2014
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Knowing when, and what customers are buying based on travel data
Tobias Wessels, VP Europe
May 16, 2014
34 Fitzwilliam SquareDublin 2
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Volume of digital data createdwill triple in 3 years
1302005
1,2272010
2,7202012
7,9102015
EXAPONENTIAL:Quantity of global digital data, exabytes
Note: 1 Exabyte equals 1,000,000 Terabytes
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Implications of Living in a Data Age
Data: Cheap
Knowledge: Valuable
The most valuable companies in the world transform data into knowledge!
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Amsterdam
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ADARA Solves Two Big Problems for Partners
Travel Data Owners Advertisers
ONLINE MARKETERS
“How Do I Market More Efficiently?”Advertisers
TRAVEL DATA OWNERS
“How Do I Monetize My Data Without Compromising It?”
Driving Revenues& Greater Online Bookings
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Why Travel?
Lots of data
High purchase value
Use for other verticals
Complementary products
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Why First Hand?
To outperform the market
Avoid the risk of data leakage
Better value $$$
Scale Matters
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>250 MUniqueProfiles
> 1,000 MIndividual Data
Elements
Benefits of Scale
• Better Reach
• “Fresher” Information
• Better Performing Campaigns
• Improved Monetization
+
Baseline target
Base + 1
Base + 1a
Base + 1b
Base + 2
0 1 2 3 4 5 6 7 8 9 10
Performance Index by Number of Target Data Points
Data Drives Performance
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Additional Signals Dramatically Boost Performance
Leisure
Business
0 5 10 15 20 25 30 35 40
38
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Air & Hotel Booking Window
# of Days prior to Departure
Trip Planning Summary
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Leisure travelers plan their trips far more in advance than business travelers
60+ 58 56 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2
Depart
ure Date
0%
25%
50%
75%
100%Cumulative % of Air Booking (Business vs. Leisure)
BusinessLeisure
# Days Prior to Departure Date
50% at 4 Weeks prior to departure
50% at 2 Weeks prior to departure
Timeline for Airline Booking: Business vs. Leisure
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Using Data to Bust Myths
Myth #1
“Travelers book air first, then hotel, then car.”
-15 or longer
-14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
-10%
0%
10%
20%
30%
40%
50%
60%
70% Business Travelers: Hotel Booking Behavior
Hotel Booking prior to Air Booking (24%)
Hotel Booking after Air Booking (76%)
Day 0 = Air Booking
72% of Business Travelers Book their Hotel on the Same Day or Before their Flight
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60% of business travelers book air and hotel on the same day
-15 or longer
-14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15+
-10%
0%
10%
20%
30%
40%
50%
60%
70% Leisure Travelers: Hotel Booking Behavior
Hotel Booking prior to Air Booking (33%)
Hotel Booking after Air Book-ing (67%)
Day 0 = Air Booking
70% of Leisure Travelers Book their Hotel on the Same Day or Before their Flight
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50% of leisure travelers book air and hotel on the same day
Using Data to Bust Myths
Myth #2
“I don’t need to advertise to my most loyal customers.”
Impression Shown
No Impression
0 1 2 3 4
2.65
1.00
Performance Index
Target: Loyalty Program MembersControl (no impressions shown) vs. Test (impressions shown)
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Loyal Customers Responded 2.5 Times Better
Even your most loyal customers require constant marketing.Performance uplift 6versus hold-out control.
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Core product: Prospect targeting
User is not taken off the booking path
Hyatt AndazEUR 199
One more multiple of ADARA’s more than
70 data partners.