How an Online Travel company optimize content to increase the relevance to its Audience Filippo Onorato group CIO

Transcription

1 How an Online Travel company optimize content to increase the relevance to its Audience Filippo Onorato group CIO

2 We aim to be the relevant and the inspiring travel company, committed to enrich the lives of travelers

3 OUR REACH an inspirational online travel and lifestyle company 10 million experience seekers every year We ve been pioneers in the travel and experience industry since We focus on the emotional and functional

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5 EXPERTISE IN MEDIA & AD TECH The Travel People team consists over 80+ media and tech professionals, each possessing an unrivalled depth of expertise in media and ad tech solutions for brands. NORTHERN EUROPE (UK & NORDICS) Focus on Client Direct, Tourism Boards + Media Agencies for Travel & Lifestyle Brands Content Hub & Travel Insights UK Brand Partnerships Trading Desk & Travel Alliance Account Management & Creative Design POLAND Product team, with specialised expertise in building a 20M+ strong travel social network alongside the creation of new platforms and social engagement solutions Product and Systems Development Engineering, Analytics and Testing UX and Graphic Design SOUTHERN EUROPE (GERMANY/SPAIN/ITALY/FRANCE) Focus on Client Direct, Tourism Boards + Media Agencies for Travel, Automotive & Lifestyle Brands Programmatic Creative Design European Partnerships Team INTERNATIONAL TEAM (AFRICA & MIDDLE EAST) Focus on Client Direct, Tourism Boards + Media Agencies, Travel & Lifestyle Brands CPC/CPA/CPL Affiliate Partnerhips

6 OUR AUDIENCE KEY STATS The Travel People is Lastminute.com Group s new media business. We use a combination of content-rich solutions, programmatic technologies and our first-party data to reach 45 million monthly unique visitors and 10 million travelers every year both on, and off our network of high-profile travel platforms. x GROUPS FAMILIES HOLIDA Y GOERS CULTURE KEY STATS BUSINESS TRAVELLER YOUNG MOTHERS 45M UNIQUE VISTORS A MONTH SOLO TRAVELER COUPLES 10M TRAVELLERS A YEAR 530M AD IMPRESSIONS PER MONTH 28M TRAVEL OPINIONS IN OUR DATABASE GENDER SPLIT TRAFFIC SOURCES MAIN INTERESTS 35M TRAVEL PHOTOS TO BE INSPIRED BY 5M FOLLOWERS ON FACEBOOK AND TWITTER 60 % FEMALE 40 % MALE 50 % DESKTOP 50 % MOBILE MUSIC EVENTS FOOD

7 AUDIENCE & REMARKETING We are home to the ultimate travel audience. Our powerful first-party data means we don t just know where our customers like to go we know what they love to do when they get there. This helps brands to target by passion, as well as by demographic, for greater impact.

8 AD FORMATS AND BEYOND

9 MEDIA TOUCHPOINTS ALONG THE CUSTOMER JOURNEY AVAILABLE IN:

10 Content SOLUTIONS

11 WAYN platforms

12 CONTENT HUB BLOGS

13 CONTENT HUB BLOGS Consistent Layout Mobile Friendly Responsive Fast and User Friendly

14 CONTENT HUB MICROSITES

15 CONTENT HUB MICROSITES Simple Design Custom Layouts Flexibility SEO Optimised Consistency

16 SOCIAL INFLUENCERS

17 SOCIAL INFLUENCERS Deliver brand awareness, advocacy and engagement in a more influential way. Existing network of over 20 million travellers, 5 million followers and leading social influencers We can help identify who your social influencers are from within our community Activate your existing social influencers Build scaled audiences of followers within weeks Amplify the impact across multiple social channels

18 LEAD GENERATION

19 LEAD GENERATION Access click-to-registration channels via our properties Targeted call-to-actions in key user engagement channels including pop-ups and offer notifications Ability to export names, location and validated, external addresses using 1 click activation Results driven CPL (cost-per-lead) costing model

20 PARTNERSHIP CO-MARKETING

21 PARTNERSHIP CO-MARKETING Consumer Promotions and Co-Marketed Content Acquisition, retention and loyalty Helps create emotion, drive conversation, customer acquisition and sales Our prizes and products: Holidays: Discount voucher / e-gift cards Free flights,

22 HOW?

23 Artificial intelligence (AI), the ability of a digital computer or computer-controlled robot to perform tasks commonly associated with intelligent beings. The term is frequently applied to the project of developing systems endowed with the intellectual processes characteristic of humans, such as the ability to reason, discover meaning, generalize, or learn from past experience. Source: ENCYCLOPÆDIA BRITANNICA

24 Marketing Analytics reporting and modeling DC Search Google AdWords Campaign manager DC for Publishers Google Analytics To be dev Private BETA Public BETA Public BETA GA API download BigQuery Data Transfer Service RS01 fs Analytics DWH BigQuery Affiliate dashboards 4 3 Orchestration AirFlow Azkaban Data Lake Cloud Storage 2 Other ext. sources SEM/Display Dashboards 1 FLEX Tables DWH Vertica Compute Engine Columnar Tables Batch Jobs Dataproc ETL Dataflow

25 AI: adds scale to human-like reasoning Automatic bidding - Marketing Attribution modeling - Marketing and Finance Anomaly detection - Marketing and IT Operations Recommender System - Marketing and CX Margin optimization - Metasearch Revenue forecasting Marketing The technology is evolving to match scale and optimizing the CX

26 An Example: Attribution Model Rule Based Last paid click no brand no hybrid no direct with the following cascade of priorities: 1) Paid channels 2) Free channels 3) SEM/SEO BRAND and HYBRID 4) Direct Data from BigQuery (transactions with 60-days look-back window). DS has a slightly different one (*SEM-preferred over META) It runs on GCP and it uploads data as input for the channel consolidation.

27 Attribution Model: Hidden Markov Chain - Two statuses of the Visitor - Multiple touchpoints (observable) - 3 final statuses (two of them not observable)

28 Recommender system - Similarity score (flight serches - Italy) Center Italy cluster Italian market Fun holidays Milan cluster Rome cluster Catania cluster European capital cities

29 THANK YOU

30 Disclaimer The material in this presentation has been prepared by lastminute.com N.V. and reports general background information about lastminute.com group activities as at the date of this presentation. This information is given in summary form and does not purport to be complete. Information in this presentation, including forecast financial information, should not be considered as advice or a recommendation to investors or potential investors in relation to holding, purchasing or selling securities or other financial products or instruments and does not take into account your particular investment objectives, financial situation or needs. This presentation may contain forward looking statements including statements regarding our intent, belief or current expectations with respect to lastminute.com group businesses and operations, market conditions, results of operation and financial condition, capital adequacy, specific provisions and risk management practices. Readers are cautioned not to place undue reliance on these forward looking statements. lastminute.com N.V. does not undertake any obligation to publicly release the result of any revisions to these forward looking statements to reflect events or circumstances after the date hereof to reflect the occurrence of unanticipated events. While due care has been used in the preparation of forecast information, actual results may vary in a materially positive or negative manner. Forecasts and hypothetical examples are subject to uncertainty and contingencies outside lastminute.com group control. Past performance is not a reliable indication of future performance. This presentation and/or the information contained therein is not being issued and may not be distributed in the United States of America, Canada, Australia or Japan and does not constitute an offer of securities for sale in such countries or in any other country.