DVEU16: Merging MarTech in Travel


Ciprian CarabaProduct Owner Marketing Technology, Tripsta

Merging MarTech in Travel


Ciprian CarabaProduct Owner Marketing Technology - Tripsta

Ciprian worked as an assistant professor at the Bucharest University before joining Tripsta in 2012. He started as Marketing Specialist for Romania and Eastern Europe and later started to manage marketing technology projects for Tripsta.Ciprian currently marketing technology projects related to conversion optimization, marketing automation and customer experience.


About us - Tripsta• One of the first Greek Online Travel Agencies (OTA) established in 2005 in Athens• Multimodal OTA selling flight tickets, ferries, trains, bus & complementary services• Operating 3 brands in over 45 markets: Tripsta, Airtickets, Travelplanet24• Total gross bookings exceeding 0.5bn EUR• All technologies and services are developed and operated in-house• In 2015 acquired and rapidly integrated one of its biggest competitors, airtickets.com

5In Top 5 OTAs in Europe

In gross revenues1s

t

Largest e-commerce company in Greece€~1,5m daily sales

wwwLargest OTA in Greece

+70% Market Share


Journey to Success

Company founded

Tripsta Brand Launched Expanded to 9 Markets

Opened Remote OfficeBucharest Bookings Surpass 100m€

Launched Mobile App

Bookings Surpass 200m€Customers Surpass 1m

Receive VC Fundingfrom Jeremie - 3.5m EUR

Acquired competitor, airticketsMore than 260 total employees

2005

2010 2011

2012 2012

2014

2013

2014 2015

Launched 3 GDS

2015


Tripsta / Airtickets MergerApril 2016.

Both Airtickets and Tripsta (under the brand name travelplanet24) are in the top 3 online travel agencies in Greece.

Airtickets is the leading online travel agency in Greece – brand focused.

Tripsta was one of the largest international travel businesses in South Eastern Europe – performance focused

Huge potential for synergies & economies of scale.

Over 260 employees in Athens, Bucharest and Istanbul.

Perfect moment to launch a new platform to allow quick integration of multiple brands


The situation from a MarTech perspective

• Tealium Tag Manager - Mix of hardcoded and Tealium tags

• Full Google Analytics Accounts for 44 websites and 3 global.

• In house built tracking system

• Over 280 partners (affiliate networks, metasearch engines, display and remarketing partners, etc)

• GTM – mix of hardcoded and GTM tags

• 2 Google analytics accounts. No ecommerce tracking

• In house CRM and tracking system

• Over 160 partners with aprox. 65% overlap with tripsta.

New application

• Tealium – Clean Start. All tags deployed from Tealium

• Full Google Analytics Integration

• In house tracking system to include Airtickets

• Most partners will be kept for the new post-merger application

• Separate booking flow domainThree applications, two tracking systems, multiple domains and sub domains, over 80

partners to be implemented and tracked.


Objectives

Deduplication system

• Needs to be live the moment the new application is deployed to a new market

• 100% Functionality for Airtickets

• In house built tracking system

Minimum data loss

• Continous Google Analytics data

• Correct Google Analytics data regarding transactions, sales volumes and multi currency support

• Correct partner attribution

Partner integration

• Partner tracking must be in place for airtickets websites

• Partner tracking must be in place with each expansion of the new application.

• No Hardcoded tags


The plan

1• Quick Tealium Set up for Airtickets – Basic implementation• Implement Google Analytics, ecommerce extension

2• Tealium implementation for Airtickets – Advanced implementation• Custom Dimensions, Metrics, Multi Currency• New profile vs current profile?• New partners

3• Tealium implementation for the new application• New profile vs current profile?• Common Data Layer for all brands• Cross-domain tracking


Deduplication System

Tripsta uses an in house build tracking system and relies on Tealium for deduplication:

• Query string variable

• Tealium Channel extension – channel closer, channel influencer

• Channel based load rules from data layer js variable

• Custom extension to set up last paid channel

Different tracking pixels should not fire for the same transaction


Decrease of over 95% in monthly duplicated bookings since implementation in January 2014

Current set up allowed us to launch for Airtickets immediately, only adding new partners on a case by case basis

Over 270 partners across 45 countries -> more than 500 different pixels to install

No cross-brand and cross country deduplication – use the same Tealium profile

Deduplication System & Partner Tracking


Time to market

Minimum partner tracking loss

Go live for all country partners when the new application is launched

Lookup tables with IDs and page types

Common Data Layer ensured custom mappings can be expanded to Airtickets within seconds

Custom Tealium Load Rules for AT


Tealium & MarTech Merger

reduction in duplicated bookings

no data loss in internal tracking

toolsno data loss in partner tracking

tools

95+%


Thank you!

DVEU16: Merging MarTech in Travel

Marketing

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