Applying nsight Data to Marketing Programs

Transcription

1 Applying nsight Data to Marketing Programs

2 Marketing: Filling Transient Business Marketing Goals for UBT and Consumer/Leisure Segment customers: 1. Create/ Convert new customers 2. Promote offers to recurring customers 3. Optimize website and direct booking channels 4. Improve position and conversion of 3 rd Party channels 5. Target travelers on 3 rd Party channels to drive direct business 6. Identify and target higher quality customers to increase ADR and/or total customer value In the Month Leisure Drives Your Success. The Right Audience. The Right Offer. At the Right Time for the RIGHT DAY.

3 Marketing a Hotel Today is Difficult OTAs Are Top of Mind During the Consumer Decision Process In the Month Leisure Drives Your Success

4 Target Consumers Most Likely To Book You Every day, nsight aggregates 80M+ searches/bookings made by consumers shopping for hotels across a network of 5,000 3 rd party travel web sites. In addition to the look and book data, nsight also collects detailed behavioral information on the profiles of these hotel shoppers. These 10 unique online travel personas can be used across multiple marketing platforms to target active travelers. Key Takeaway: Active travelers are shopping NOW. Target them to increase marketing effectiveness.

5 Understand the Consumer Better Who is shopping and booking Where they are live Where they are going What they look like When they want to stay

6 Understand Source Locations Markets Ranked in order based on Live Conversion activity: Markets with High Searches and Low Booking are converting poorly Markets with Low Searches and High Booking are converting well (Demand Rank, Conversion Rank) Found in Search Intelligence: Compare your Competitors Top 25 Source Locations to the Top 25 Source Locations for your property. Top Source Locations Search (Demand) Top Source Locations Booking (Conversions) 1 CHICAGO IL 1 CHICAGO IL 2 TUCSON AZ 2 TUCSON AZ 3 NEW YORK-NEWARK-JERSEY CITY NY-NJ-PA 3 NEW YORK-NEWARK-JERSEY CITY NY-NJ-PA 4 SEATTLE-TACOMA-BELLEVUE WA 4 BLOOMINGTON IL 5 DENVER-AURORA-LAKEWOOD CO 5 MADISON WI 6 PORTLAND-VANCOUVER-HILLSBORO OR-WA 6 PORTLAND-VANCOUVER-HILLSBORO OR-WA 7 LOS ANGELES-LONG BEACH-ANAHEIM CA 7 DENVER-AURORA-LAKEWOOD CO 8 CLEVELAND-ELYRIA OH 8 SEATTLE-TACOMA-BELLEVUE WA 9 MINNEAPOLIS-ST. PAUL-BLOOMINGTON MN-WI 9 PORTLAND-SOUTH PORTLAND ME 10 WASHINGTON-ARLINGTON-ALEXANDRIA DC-VA-MD 10 DALLAS-FORT WORTH-ARLINGTON TX 11 SAN FRANCISCO-OAKLAND-HAYWARD CA 11 AUGUSTA-RICHMOND COUNTY GA-SC 12 BOSTON-CAMBRIDGE-NEWTON MA-NH 12 CLEVELAND-ELYRIA OH 13 ATLANTA-SANDY SPRINGS-ROSWELL GA 13 BOSTON-CAMBRIDGE-NEWTON MA-NH 14 PHILADELPHIA-CAMDEN-WILMINGTON -NJ-DE-MD 14 WASHINGTON-ARLINGTON-ALEXANDRIA DC-VA-MD 15 PHOENIX-MESA-SCOTTSDALE AZ 15 SAN JOSE-SUNNYVALE-SANTA CLARA CA 16 KANSAS CITY MO-KS 16 PHOENIX-MESA-SCOTTSDALE AZ 17 CINCINNATI OH-KY-IN 17 ATLANTA-SANDY SPRINGS-ROSWELL GA 18 EUGENE OR 18 GRAND RAPIDS-WYOMING MI 19 TAMPA-ST. PETERSBURG-CLEARWATER FL 19 ITHACA NY 20 BOULDER CO 20 GRAND ISLAND NE 21 DALLAS-FORT WORTH-ARLINGTON TX 21 URBAN HONOLULU HI 22 SAN JOSE-SUNNYVALE-SANTA CLARA CA 22 BEND-REDMOND OR 23 MADISON WI 23 HARRISBURG-CARLISLE PA 24 JACKSONVILLE FL 24 TORONTO, CA 25 DETROIT-WARREN-DEARBORN MI 25 BALTIMORE-COLUM

7 Understanding Source Market and Persona Audience Recommendations Source Market and Persona recommendations can be found in: Demand forecast Module in the nsight Application Marketing nsight Report ncompass Report HOT report nsight breaks down demand by Percent of Total demand by source market and is able to profile the audiences from those source markets who are most actively shopping for hotel rooms. In the example to the right: 4.60% of demand for weekends next month (Next 60 days) is coming from Chicago. 0.32% of demand for weekdays from this property s international segment is coming from Buenos Aires. The Personas most active in those markets are listed below the source market.

8 How to turn Personas into a Target Audience What are personas? Personas are groupings of people into the most common traveler audience profiles. Audiences are grouped by demographics and sorted by psychographic qualities. 10 nsight Personas Full Persona definitions can be found on nsight s website. Taking Action: In most marketing tools, users have the ability to target by age, HHI, Keywords or Channels that have known demographics. Use nsight Personas to setup the target audiences most relevant to the campaign. Personas can be directly mapped into ad networks through DMP or DSP relationships. Ex. Adventure Seekers are High Net Worth travelers with no or young family, i.e. high net worth millennials.

9 Smarter Targeting Drive More Direct Bookings Improve digital marketing results. Focus on consumers Most Likely to Book you and competitors You get a monthly report that shows the top Leisure Consumers with travel dates in the next 30, 60, and 90 days Know where they live Know what they look like Improve PPC, Banner Ad performance and ROI by focusing on active consumers - Target Google AdWords media buys - Schedule campaigns by arrival dates

10 Target Markets by Weekday and Weekend See Differences for Corporate and Leisure Travel View top target markets for the next 30/60/90 days Know top personas for content messaging Filter by weekend or weekday to isolate traveler types International vs Domestic

11 How to start? Three Questions. Ø What arrival dates (check-in) do we need to fill? Ø Weekends Ø Weekdays Ø This Month (in the month for the month) Ø Next Month Ø Base business for 3 months out Tip: Work with the Revenue Management team to understand how to prioritize marketing around occupancy or ADR demand goals. Ø What channels are we using for our promotion? Ø What offers should we use to convert customers who are booking my competitors or coming into the market? Ø I.e. How do we increase our share of unconstrained demand?

12 How it works Ø Data empowers you to take action in every aspect of marketing. Ø nsight helps hotel marketing teams apply recommended targeting to several of the most utilized marketing channels in travel today. Ø nsight s data helps support marketing programs by identifying 3 rd party consumer profiles & location, linking to a hotels own data and web assets, allowing marketing teams to use the profile of consumers most actively shopping a destination or specific hotel and it s competitive hotels.

13 DMP Mapping For hotel organizations with their own DMP, populated largely with 1 st party cookie data, nsight offers a custom mapping program. Attributes from the 1 st party DMP are matched to the attributes nsight has on consumers which it uses to create it s 10 proprietary personas. This allows for nsight s persona segments to reside as custom segments within our customers own DMP, enabling marketing activity using nsights reports. For example, if nsight s data shows that Experience Seekers from a certain source market are doing the most searches and bookings for your Hotel, for weekend arrivals 30 days out, then the marketing organization can create segments targeting consumers who look like Experience Seekers in a specific market area. Taking Action: To set up or explore mapping nsight to your DMP for your property or organization, contact nsight Support.

14 Marketing Hotel marketing teams with source market and customer profile (CRM) information linked to their data, use nsight reporting to help create targeted marketing campaigns. Target campaigns leverage both geo and persona targeting to drive conversions. Taking Action: Depending on the sophistication of a client s strategy and CRM, there are light and heavy ways to incorporate nsight data. Ø Light Segment s to ONLY the top source markets for specific arrival timeframes, ex. Only send s on your list to the top source markets that are shopping heavily in nsight. By only sending s to a smaller more targeted subset of an list, clients can increase the longevity and performance of their list and avoid burnout and opt outs while still achieving conversion goals. Ø Heavy Requires setting up creative and promo offers for audience segments (generally 2-4 creatives), i.e. Bucket Listers vs Go For It Families. Execute by targeting audience-specific creative to list segmented by source market. Delivering a more targeted offer to a more specific audience with the booking preference for a specific arrival period equals more effective marketing. Optimize and split test to improve conversion rates for ongoing campaigns.

15 Website Content Traditionally, hotel websites have served the same content to all site visitors irrespective of their preferences, demographics, and even geographic location. However, the more relevant content you deliver to the website visitor, the better the engagement and the higher the conversions and revenues. Web teams use nsight data to vary web content targeting specific personas as a way to improve overall conversion metrics. Dynamic content is a big part of the future of website development. The ability to understand who is coming to your site along with who is coming to third party sites allows you to understand what the best content is to serve & allows you to get better brand website conversion. Taking Action: Dynamic websites are often (but not always) managed by agency partners. Banners with specific creative and promo offers can be adjusted to pop to specific audiences. Audiences are most commonly defined by groups of retargeting pixels, source markets or in the most sophisticated versions, mapped to look-a-like profiles. Source market-specific creative (or creative that is setup to target a specific persona) can improve the conversion metrics and effectiveness of dynamic website campaigns.

16 Hotel Online Traffic Report Benchmark Your Hotel on Third Parties Shift Share to Your Brand.com Key Question: Who are my customers looking and booking on the 3rd parties and who should I be targeting to drive them into my direct channels? Use HOT Reporting to compare your brand.com search and bookings to the traffic for your property on third parties across your top 25 markets and ten countries.

17 Hotel Online Traffic Report Walkthrough and Use Case Market Opportunities Ø Markets which contribute to the Top 50% of a hotel s 3 rd Party search traffic but less than 50% of the hotel s brand.com traffic. TARGET THEM to shift share. Taking Action: Markets that are shopping and booking on the 3 rd Parties and OTAs should book direct. Target them to steal share. Tip: Marketing teams using long tail key word strategies should use these markets to identify source markets where you can cost effectively compete with the OTAs to achieve target Cost Per Acquisition metrics. Ex. Philadelphia is an expensive media market. Birmingham and Louisville are much less competitive and expensive.

18 Hotel Online Traffic Report Walkthrough and Use Case Trends by Top 25 Ø All Markets in the Top 25 compared by Search vs Booking and for Brand.com (from Google analytics) vs traffic on the 3 rd Parties. Also includes metrics for WoW and MoM changes. Taking Action: Identify markets where OTAs/3 rd Parties are doing better than your direct channels. Ex: Denver accounts for 1.03% of Direct Bookings but 2.54% of 3 rd Party Bookings are coming from Denver. 6.54% of ALL 3 rd party searches for room nights are coming from Denver. TARGET DENVER with banners, ads s and retargeting to get them to book direct.

19 Google AdWords (PPC) Hotel marketing teams and their agency partners target consumers by their source market and persona profile within Google s AdWords platform using nsight data. Create AdWords campaigns for specific source markets and deploy search terms aligned with nsight personas. nsight helps this process by providing word banks of the most searched terms for each persona profile. Optimize Return on Ad Spend and align to arrival period goals. Taking Action: Targeting by Source Markets AdWords allows you to setup campaigns by source market for ZIP, geographic radius, Metro Area etc. Targeting by Personas Certain keywords have affinities for certain audiences and this includes demographic information relative to specific search terms. This can be combined with promotional language (ex. BOGO offer for a Frugal Boomer ) Keyword terms matched to personas are available on request. Tip: The most commons complaint from marketing teams is the inability to constantly monitor and make changes to persona or source markets for campaigns. With a little foresight you can setup campaigns for the top 3-4 personas that matter to you and the top 15 source markets which are relevant. Once they are built out in AdWords, simply turn target audiences on or off for based on weekly trends in the data. Once it s built, the maintenance and tweaking of the campaigns becomes extremely manageable. Optimize to the lowest CPA and align demand to specific arrival periods.

20 TripAdvisor Display Advertising With 330+ million unique visitors per month, TripAdvisor is the world s most popular travel website, visited by the majority of transient travelers at some point as they shop for travel. TripAdvisor has fully integrated its consumer data to nsight s personas, allowing nsight subscribers to target display campaigns on TripAdvisor using nsight reporting. For example, nsight reports may show that Frugal Boomers from Los Angeles are doing the most searches and bookings for a hotel and it s competitive hotels for weekday travel between 30 and 60 days away. In that case, display campaigns can be set up to only target consumers who look like Frugal Boomers from Los Angeles when they are on TripAdvisor searching for searching for hotels within the destination home to that group of hotels. This incredible targeting capability allows nsight subscribers to reach travelers on TripAdvisor with similar profiles to those doing the most searches and bookings for a group of hotels across thousands of travel websites. Taking Action: Visit the ngenius Section of your nsight account to follow the signup forms to connect with a TripAdvisor rep or reach out to nsight Support to learn more.

21 Expedia Media Solutions Similar to TripAdvisor, Expedia Media Solutions has mapped all criteria it has on consumers who visit Expedia web sites to nsight s consumer targeting. This provides nsight subscribers with the capability to only serve ads for their hotel to consumers with the highest intent to purchase profiles. Taking Action: Visit the ngenius Section of your nsight account to follow the signup forms to connect with an Expedia rep or reach out to nsight Support to learn more.

22 Programmatic Banner Campaigns nsight integrates with leading DMPs and DSPs allowing for enhanced targeting using nsight personas and source markets. Since nsight aggregates consumer search and booking data from websites not part of many DMPs and DSPs, nsight segments can often yield higher click through rates than traditional targeting methodologies. In addition, nsight can help shape re-targeting campaigns. Taking Action: To set up or explore mapping nsight to your DMP or DSP Partners contact nsight Support.

23 Content Marketing Content marketing is one of the most important channels for hotel marketers today, creating awareness with leisure consumers much more effectively than through traditional marketing channels. nsight subscribers utilize persona and source market data to create content campaigns which allow them to stand out from competition, drive traffic directly to their branded web sites which leads to the capture of their addresses for future marketing or immediate bookings. nsight works with leading content networks like Outbrain to help optimize qualified traffic and enhance content marketing campaigns. Tip: Content marketing works extremely well to collect addresses or create high quality audiences for retargeting but is a less reliable tactic for driving immediate conversion. Great content marketing can be used to build high quality audiences by persona or in key source markets. Those audiences can and should be leveraged for retargeting campaigns, marketing campaigns etc. Once you have audiences that are persona or source market specific, use nsight to target the right audience at the right time.

24 nsight Uses for Media Teams Smarter targeting across media mix by focusing on consumers with travel intent Gives laser focus to top geographic markets shopping Lets you see who your competitors are converting and you are not Identifies personas and demographic types to personalize content and imagery Lets you see how how your brand.com performs against third-parties Better media performance by targeting active, qualified consumers

25 Thank You. nsightfortravel.com