dv 2016: opening doors for your business with marketing flexibility

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Opening Doors for Your Business with Marketing Flexibility

Colin Gardiner, Tripping.com


Better Attribution and Marketing Automation with Tealium One System to Rule Them All


Colin GardinerVice President of Product and Analytics, Tripping.comPreviously:• Product @ Ancestry.com• Marketing/Product @ Justanswer• Analytics/Research @ Federal Reserve Bank of San

Francisco


$100,000,000,000Est. Addressable Vacation Rental Market

8,000,000+ Vacation Rental Properties

2,000,000+ onsite bookable vacation rentals

150,000destinations worldwide

The largest search engine for vacation rentals

About Tripping.com


“What if you could go to just one site and have access to more vacation rentals than all of those sites combined? Enter Tripping.com, which does just that.”Condé Nast, April 2016


“Now offering over two million instantly bookable properties, Tripping.com makes booking a vacation rental as easy as reserving a hotel room. This is a huge win for travelers and the industry as a whole.”Fritz Demopoulous, Founder of Qunar


Tealium + Tripping.com


ChallengesThe B.T. Era

Developers managing 80+ pixels

3+ days to launch a new tag

1+ weeks to launch new marketing channels

Business attribution logic hardcoded and disparate within our codebase

No easy way to pass data to marketing automation tools


The DelightsThe A.T. Era

Tags and logic are centralized (developers are rarely needed!)

Launching tags in less than 1 hour (avg. ~24x faster)

Testing multiple new marketing channels weekly (avg. ~4x faster)

Unified business attribution logic

Easily pass complex data structures to all our marketing automation

tools


Unified Business Attribution

Logic Pay for Your Customer Once


The Problem


1. Different Business Models With Every

Click


2. Hardcoded Attribution Logic by

Partner


3. Lackluster Partner Tag

Technologies


Use the Tealium iQ Channel Attribution extension with custom cookies to set per tag attribution logic

Affiliate Tag

Tealium JS Event Tracker

Tealium Load Rule

to Load Tag

Tealium Persist Value

Extension

Tealium Writes

Value to Cookie

Custom Attribution Logic by

Tag

The Solution


Saved $100,000+ annually with better attribution


Better attribution saves money and increases ROI


Pass complex data structures to marketing toolsAutomate smarter not harder


The Problem


1.Hard to pass user search data in

real-time to our ESP


2. Hard to automate triggered

and customized email flows to users


Dynamically pass user search data directly to our ESP using Tealium’s JavaScript Extensions.

The SolutionUser

Search Data

UDO Tealium JS Extension ESP Tag

Trigger Custom Email


+25% increase in LTV with better automation


Easy data sharing leads to better automation and increased LTV


The Problem


Cross-Device QuandaryUser

Searches on

Desktop

Cookied and

Signs up for Email

Opens Email,

Clicks to Site on Phone

Register as New

User

Books Rental

Counted as

Separate Custome

r


The Solution

User ID

Tealium JS

Extension

ESP TagTrigger Custom Email

User Opens Email and

Clicks Link

User ID passed in

Click URL


+15% Increase in ROI with better automation


Leverage user data for better automation

and increased ROI


AUDIENCE Q&A


ThanksEmail: [email protected]

Twitter: @ColinGardiner or @Tripping

dv 2016: opening doors for your business with marketing flexibility

Technology