Conﬁdential & Proprietary · Data-driven, Always-On Marketing vs Data-Driven Assumptions With an...

2Confidential & Proprietary

Agenda Today

● DMOs can stand out, and it’s not all about the #dreamnowvisitlater

● Data is still a buzzword in the travel industry, but are tourism boards using data

as efficiently as possible?

● Questions & Answers


Luca RomozziSenior Sales Director, EMEA Sojern

Who are we?

Over a decade of digital experience in ad tech and travel at high-growth technology companies. Luca is responsible Sojern’s strategic partnerships with Destination Marketing Organisations (DMOs) in Europe. He joined Sojern in 2016 after 9+ years in Expedia Media Solutions.

Valentina has 7 years of experience in the travel and ad tech industry. Prior to Sojern, she was a Business Development Manager at Expedia Media Solutions, where she worked with a variety of travel clients including DMOs across the UK, Nordics and Benelux. Valentina Lazarov

Senior Sales Manager, Tourism, Sojern


We identify potential tourists based on their online travel intent and we use digital

advertising technologies to influence them to learn more about your destinations

300Employees Worldwide

13Global

Locations

12Celebrating

12 Years

10,00+Travel Industry

Customers


Keeping your Brand Identity Through the Crisis

http://www.youtube.com/watch?v=70tcUNgd8IM


Promoting Businesses to Locals to Help the Community

7Confidential & ProprietarySource: https://industry.thinkdigital.travel/posts/the-five-phases-of-recovery

https://industry.thinkdigital.travel/posts/the-five-phases-of-recovery


Consumer Attention: Harder to Capture than EVER!


Correlation Does Not Imply Causation!


There are still seasonal spikes for travel brands, but by only relying on these times...

Seasonality is Dead


...you’re missing out on those who aren’t going to wait for your seasonal campaign to start!

Seasonality is Dead

14Confidential & ProprietaryConfidential & Proprietary

Are you mistaking data-driven assumptions for data-driven marketing?


Real-time data can be used in different ways but the diversity of sources is key for the success!

Data for Analytics

The objective is to analyse ROI on marketing activities.

This type of real-time data varies from Media analytics to Geolocation, Travel Intent, etc..

Data for Insights

The objective is to identify patterns, travel insights based on a multitude of different data sources.

This type of real-time data helps define strategies.

Data for Digital Marketing

The objective is to use the most accurate real-time intent

signals that allows to identify behaviours and match the right person with the right message,

at the right time, on the right device.


Meet ValentinaShe was a digital traveller


2:00 PM

BOOK WORK TRIP TO HELSINKI

09:30 AM

NEWS & TECH SITES

6:30 PM

PLAN TRIP TO JAPAN

10:00 PM

WATCH A SHOW ON A SMART TV

7:00 AM

FACEBOOK & INSTAGRAM

A day in the life of Valentina, pre COVID-19


(Google) Digital-Moments are part of our lifeMarketers need to be present at key moments of intent with useful and relevant information to help

simplify a daunting planning process for travellers


But the reality is different now, and demand is downYoY change in intent to travel:

SearchesYoY change in confidence to travel:

Bookings


However there are those who are still searching Future Flight Searches to Greece and Switzerland from European Origins


Data can help you identify in real time who to target

The BookersThose who will be ready to book their next trip, as soon as restrictions start to lift.

Experience-seekersThose who are not searching to travel but are seeking new experiences locally (foodies, art & theatre enthusiasts, etc).

The First-movers Those who are actively searching for their next trip, whether it is in the short or long term, domestic or international

The DreamersThose who are not actively searching to travel, but were frequent travellers before COVID-19

Always-On


Personalisation is everywhere!


52%of tourism marketers cited “Delivering personalized ads and offers in

real-time” as their top challenge.

Personalisation is the Top ChallengeFor DMOs


And what it’s not...

What is Always-On Marketing?

Always-on Marketing is...

● a continuous, proactive approach,

rather than just seasonal bursts

● knowing how and when to engage with

a potential customer

● responsive to how the modern traveller

plans or books travel

Always-on Marketing is not...

● aggressively ad-targeting your

customers all the time

● an approach that requires a greater

marketing budget

● going to completely replace traditional

burst/flight campaigns


Data-driven, Always-On Marketing vs Data-Driven Assumptions

With an always-on video campaign for This is Athens, we learnt that:

● During summer, the video showcasing the nightlife and food in Athens performed better than the beach one

● However in October, the video promoting Athens as a beach destination had higher performance

● If we would’ve based ourselves on assumptions, we may have assumed to use a beach creative in summer and nightlife and food creative in autumn


Takeaways for Data-Driven DMOs


Butler’s Tourism Area Life Cycle


Machine Learning is changing marketing as we know it

Mobile has changed everything, but it's only Act One. Machine learning in marketing is set to drive the industry's next revolution - Sridhar RamaswamySVP, GPI & Ads Google AI and Travel Marketing go

Hand-in-Hand because travel planning is complicated. Finding and reaching travellers is increasingly difficult to achieve—especially manually. Carl Livadas VP of Engineering and Data Science, Sojern.


Direct Response

Landings

CPA, ROI

Qualified Traffic

Incremental Uplift A/B Test

Cost per App Install

Start with the strategy and choose the right KPIs

Average Metrics

Clicks / Visits

CTR / CPC

Impressions / Likes

Total YoY Arrivals

Brand Awareness

Reach, Frequency

CPA (new customer)

Viewability

Life-Time Value (LTV)

Advocacy, Intent Awareness studies

Business Objectives

Shift Share

Length of Stay

Economic Impact

Incremental Searches / Bookings


What Metrics Do Tourism Marketers Use to Measure Success?


What’s Next for Tourism Marketers?

Q&A


http://bit.ly/2rfUkJZ

Download the Full Always-On Guide Now● Travel marketers need a marketing strategy

that reflects the reality of the always-on, always-searching traveler. Seasonal campaigns alone don’t cut it.

● Always-on allows for a strategic vs tactical setup in how budget is spent, with the ability to ebb and flow around travel behavior.

● An always-on strategy gives you better data, tools, and learnings to more effectively and fluidly allocate your marketing spend throughout the year.

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