Experian - Identify and Engage Your Most Valuable …...No part of this copyrighted work may be...

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Experian Public.

July 19, 2012

Identify and Engage Your Most Valuable Travel Customers

2 © 2012 Experian Information Solutions, Inc. All rights reserved.

Experian Public.

Today’s Agenda

Use online behavioral data with demographic and lifestyle data to gain insights on specific travel segments.

Understand your most profitable customers and prospects to align online and offline marketing effectiveness.

Today’s travel specific findings:

► Search patterns show difference but commonality around value qualifiers

► Identify different seasonality patterns among travel segments

► Upstream sites and activity that lead travelers to travel sites

► Lifestyle segments of travelers

► Acquisition channel use varies by segment


Experian Public.

Hitwise AudienceView is…

Hitwise AudienceView is a

consumer segmentation solution

that delivers timely insights into key

online behavioral metrics of your

most valuable customers and

prospects to enable you to make

better marketing decisions.


Experian Public.

The Power of Experian and AudienceView

Segmentation: customers, prospects, markets, products, behaviors

Online Behavioral

Based Segments

AudienceView

Customer File Match

Based Segments Experian ConsumerView

Based Segments

Competitive Audience


Experian Public.

Family Travelers & Luxury Travelers Definition of today’s segments

Family Travelers:

Online behavioral based segment - defined by visits to family travel websites including:

▲ Disney Cruises

▲ FamilyVacations.com

▲ SeaWorld.com

▲ FamilyGetaway.com

Luxury Travelers:

Online behavioral based segment - defined by visits to luxury travel websites including:

▲ Ritz Carlton

▲ Crystal Cruises

▲ Abercrombie & Kent

▲ Jetsetter.com


Experian Public.

Find Search Terms Driving Travel Related Clicks Online Population – Flights to ______

Check search variations for “flights

to” as a great measure of

consumer interest in travel

destinations


Experian Public.

Target with the Most Effective Search Terms Family Travelers - Flights to _______

AudienceView provides the ability

to pull search terms specific to

segment.

Family Travelers shows greater

cost sensitivity than Internet

population as a whole.


Experian Public.

Engage Consumers at the Right Moment Identify when consumer behavior changes

Seasonality is key in travel sector.

When are consumers making

travel plans?

Repeating y-o-y patterns =

predictability.


Experian Public.

Engage High Value Customers Identify when specific segments are making travel plans

Family Travelers and Luxury Travelers make

travel plans at different times of the year


Experian Public.

What Drives Traffic to Travel Sites?

Travelers - Family Travelers - Luxury


Experian Public.

What Drives Traffic to Travel Sites? Travelers make many online stops in decision process

Luxury Traveler More likely to respond

to email campaigns

Family Traveler More likely to use social

networks in navigation to

travel category

Luxury Traveler Greater comparison traffic

across all travel sites

Family Traveler More likely to compare

within Destination and

Accommodations


Experian Public.

Where Do Travelers Live? Geo-demographic breakdown by state




Experian Public.

What Do Luxury Travelers Look Like? Mosaic Lifestyle Segmentation

Travelers - Luxury

Travelers - Luxury C11: Aging of

Aquarius


Experian Public.

Targeting – Mosaic C11: Aging of Aquarius

Mosaic profiles

consumers into unique

lifestyle segments –

improving messaging

and targeting


Experian Public.

Targeting – Mosaic C11: Aging of Aquarius

Mosaic Type C11: Aging of Aquarius, is an affluent, very cost

conscious segment. Visitors from C11 account for the most visit share (4.89%) to

Groupon and are 73% more likely than the Internet population

as a whole to visit the site.


Experian Public.

Identify the Most Effective Channels Increase campaign efficiency and make informed spend decisions.

Discover properties

outside the travel

category to reach our

target – News &

Media sites


Experian Public.

Identify the Most Effective Channels Optimize marketing investments and media planning decisions.

Note the difference for

Luxury Travelers - NYT

has a higher percentage

of Luxury Travelers,

while People Magazine

is #1 for Family

Travelers


Experian Public.

In Summary

Key to success in today’s competitive environment is to understand granular differences in customer behavior and tailor marketing programs accordingly

► Leverage online behavioral, demographic and lifestyle data to identify, target and speak to the interests of specific traveler segments

► Optimize search efforts around keywords driving clicks for travelers

► Know when specific segments are in-market for travel purchases

► Partner with sites that drive visits for each segment

► Advertise on sites and in media where travelers read and hang out

AudienceView provides timely, behavioral and profile metrics on your most valuable traveler segments.


Experian Public.

Now you know.

Bill Tancer

GM, Global Research, Experian Marketing Services

[email protected]

Questions?

mailto:[email protected]

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