Identify and Engage Your Most Valuable Travel Customers
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1 Identify and Engage Your Most Valuable Travel Customers July 19, 2012 Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
2 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 2
3 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. 3
4 The Power of Experian and AudienceView Segmentation: customers, prospects, markets, products, behaviors Online Behavioral Based Segments Customer File Match Based Segments Experian ConsumerView Based Segments Competitive Audience AudienceView 4
5 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 5
6 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 6
7 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. 7
8 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. 8
9 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 9
10 What Drives Traffic to Travel Sites? Travelers - Family Travelers - Luxury 10
11 What Drives Traffic to Travel Sites? Travelers make many online stops in decision process Luxury Traveler Greater comparison traffic across all travel sites Family Traveler More likely to compare within Destination and Accommodations Family Traveler More likely to use social networks in navigation to travel category Luxury Traveler More likely to respond to campaigns 11
12 Where Do Travelers Live? Geo-demographic breakdown by state Travelers - Family Travelers - Luxury Travelers - Family Travelers - Luxury 12
13 What Do Luxury Travelers Look Like? Mosaic Lifestyle Segmentation Travelers - Luxury Travelers - Luxury C11: Aging of Aquarius 13
14 Targeting Mosaic C11: Aging of Aquarius Mosaic profiles consumers into unique lifestyle segments improving messaging and targeting 14
15 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. 15
16 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 16
17 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 17
18 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. 18
19 Questions? Now you know. Bill Tancer GM, Global Research, Experian Marketing Services 19
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