iMedia Summit 2015 marcoryan
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Transcript of iMedia Summit 2015 marcoryan
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Digital Engagement The Science of Customer Marke8ng
Marco Ryan Chief Digital Officer , Thomas Cook Group PLC
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Way back when Engaging with Customers was … simple
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Way back when Engaging with Customers was … simple
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Today’s digital reality and my focus for this morning
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Thomas Cook Challenge – not unique yet uniquely complex
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Thomas Cook MROI
booking channels
marke8ng channels
product lines Devices
Content
Programma8c marke8ng
Customer Insight
Big Data
Predic8ve
Data, Analy8cs, Insight Content
Digital Asset Management
Rich Content
Content Innova8on (AR, VR)
Content Personalisa8on
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Programma8c marke8ng and the need for “Smart Data”
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buying search relevancy
smart data retarge8ng
behavioural email recommend
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Applying programma8c services to our decision cycle
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Decision Evalua8on Informa8on gathering
Needs recogni8on
media buying
search relevancy
recommend behavioural email
retarge8ng
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User Experience!
Captures search behaviour data across devices and channels!
Projects:!• Semantic search!• Behaviour based
search results!
Data and insights hub!
Budgets and Business Needs!
Real-time Media Bidding Buying !
Uses data and machine learning
algorithms to produce segments &
recommendations!
Projects:!• Real-time
recommendation engine!
MROI and Econometric modelling against
business goals and priorities!
Projects:!• Cross Channel
Attribution model!• Omnichannel
attribution using iBeacon to trigger!
Searching of ad networks, automatically
buying and personalising on
website!
Projects:!• Bid Managed Paid
Search!• Ad copy driven by
Business rules eg price range through APIS!
Programmatic buying example!Process flow!
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Programmatic buying example!Semantic search!
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Programmatic buying example!Real-time recommendation engine!
– Each user is given recommendations and scores that reflect the purchase propensity in the defined dimensions
– Overall Probability to Buy • Departure in 1-2 months • Departure in 3-6 months • Departure in 7-9 months • Departure in 10-12 months"
– Probability to Buy Hotel concepts in specific
destinations: • Sunwing • SunPrime • Family Garden"
– Probability to Buy Flexible trips
Probability to Buy
Overall (Periodic)
Hotel Concepts Flexible
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Thomas Cook Challenge – not unique yet uniquely complex
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Content
Digital Asset Management
Rich Content
Content Innova8on (AR, VR)
Content Personalisa8on
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Content Innova8on creates new ways to inspire but also to measure
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Content Innova8on creates new ways to inspire but also to measure
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Content Innova8on creates new ways to inspire but also to measure
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Digital Asset Management – The Nerve hub of your content strategy
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Thomas Cook Challenge – not unique yet uniquely complex
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Customer Insight
Big Data
Predic8ve
Data, Analy8cs, Insight
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Marke8ng is a science. A science based on data. Big Data, Smart Data or any data is nothing without insight and ac8on
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Predic8ve
Eg. Demand driven Product offerings
Big Data
Eg. Weather driven PPC strategy
Customer Insight
Eg. Qualita8ve driven marke8ng
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S8tching it together ... The Thomas Cook Solu8on… so far
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What are we targe8ng from MROI
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Success looks like this…
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Thank you and keep in touch
• @marcoryan
• hcp://uk.linkedin.com/in/marcoryan
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Marco Ryan Chief Digital Office
Thomas Cook Group PLC