k^2 london presentation - marketer point-of-view - nilan peiris
Post on 06-May-2015
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Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
Average price of CHF49 per guest per night
4,000,000 nights…
@nilanp Vice President Growth HouseTrip.com
Average price of CHF49 per guest per night
We believe staying in a rental is a better experience than staying in a hotel We’re making them as easy to book as a hotel
3 years later…
Average price of CHF49 per guest per night
300,000 rentals
@nilanp | www.housetrip.com
Average price of CHF49 per guest per night
In over 19,000 locations
@nilanp | www.housetrip.com
Average price of CHF49 per guest per night
Over 7 million room nights
@nilanp | www.housetrip.com
Average price of CHF49 per guest per night
95% customer satisfaction
@nilanp | www.housetrip.com
Revenue!
@nilanp | www.housetrip.com
Performance marketing
@nilanp | www.housetrip.com
Money in Money out
Money out > Money in
@nilanp | www.housetrip.com
90%
10%
Spend the most, win the most!
Spend the most efficiently, win
the most!
1. Relevance!2. Coverage!3. Bidding!
!
Have the most relevant ads
…the best coverage
& the most efficient bidding
engine
& the most efficient bidding
engine
Spend the most efficiently, win the most… but is there
an alternative ?!@nilanp | www.housetrip.com
Delight the most, win the most!
!
Delight the most, win the most!
!
Cost per acquisition
Lifetime Value
@nilanp | www.housetrip.com
CPA
LTV
@nilanp | www.housetrip.com
CPALTV
competition
competition
@nilanp | www.housetrip.com
CPArepeat growth
conversion growth
LTV
@nilanp | www.housetrip.com
CPArepeat growth
conversion growth
LTV
competition
competition
@nilanp | www.housetrip.com
CPArepeat growth
conversion growth
LTV
competition
competition
WINNING!!
@nilanp | www.housetrip.com
Net promoter score growth
Conversion growth
Repeat growth
@nilanp | www.housetrip.com
Delight the most, win the most!
!
How ?!!
@nilanp | www.housetrip.com
95% of our guest experience is in the hands of our
hosts!@nilanp | www.housetrip.com
Delight the most, win the most!
!
Reward hosts who care!
!
Reward hosts who care!
!
Net promoter score growth
Conversion growth
Repeat growth
@nilanp | www.housetrip.com
Delight the most, win the most!
!
In summary…
@nilanp | www.housetrip.com
Spend the most efficiently, win
the most!
1. Relevance!2. Coverage!3. Bidding!
!
@nilanp | www.housetrip.com
Delight the most, win the most!
!
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