ido bar-oz (kayak.com): growing mobile to success
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KAYAK is the World’s Leading Travel Search Engine
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Travel brands voted “mobile” as #1 opportunity for 2016/17 Figure 2: What three areas do you think will be the greatest opportunity or focus for you in 2016/17?
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Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
Share of digital media time spent by platform
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Source: comScore Media Metrix Multi-Platform Media Trend Reporting, US, January 2015 - April 2016 data, Total Minutes.
More minutes are spent engaging with travel content on mobile devicesthan on desktop
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Share of online bookings by device typeYear-over-year growth (Q2 2016 vs. Q2 2015)
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Are mobile bookings growing fast enough?
Mobile share of total online traffic Mobile share of total online bookings
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Mobile CRs are still low, especially in the EU Table 2: Mobile and desktop conversion rates for travel brands in Brazil, Germany, India, the UK & US
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Cross device behavior in the UK Table 1: Cross device behavior from research to booking in the UK
Source: EyeforTravel’s UK Travel Consumer Survey, 2016
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For brands that are not “mobile only” the small screen requires a different approach
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Find the value proposition of mobile apps vs the other platforms and promote that
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Price AlertGet notifications about price changes
for the flight or hotel you want.
Hotel mobile ratesGet the best hotel prices with
mobile only deals
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ASO ExperimentTrips
Manage and share your tripsand itineraries.
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What other challenges we see on mobile?
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Challenge #1:Who should we work with?
Mobile video global landscape Mobile monetization global landscape
Source: inneractive
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⠂ Ad format – what ad format are they specialized in?
⠂ Ad fraud – work directly with first party data partners
⠂ Pricing model – preferably CPA
⠂ UA – compare retention rate between sources
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Solution:Choosing the right partners
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Device ID - IDFA / GAID
⠂ Location data
⠂ Build user segments
⠂ Personalization
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Challenge #2:Turn data into actionable insights
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⠂ Login
⠂ Registration
⠂ Save items
⠂ Hotel city search
⠂ Departure date
⠂ Content viewed
⠂ Initiated checkout
⠂ Destination searched
⠂ Check in date
⠂ Number of travelers
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What to track?
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Identify your audiences Create event-based segmentations
Push to partners
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Build user segments
Database
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KAYAK Gate Change push notifications
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Personalized push messages
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⠂ Set up the right infrastructure (attribution, DMP, CRM, automation)
⠂ Go beyond tracking the install (rich in-app events)
⠂ Build users segments
⠂ Use location data
Solution:
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Challenge #3:Dealing with high UA costs
Solution:Diversify your marketing channels
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Value creation circle