Structuring data in Travel industrybuilding a framework for data acquisition in travel industry

Worst nightmare of tourism industry

How many times have you met savvy traveller?

Advertising

Lead(s)

Transactions(Revenue)

ConversionsTelephone calls

Newsletter

Booked (Reserved) item

Organic Search

Paid Search

Banners

Direct traffic

Newsletter

Web siteAcquisition

Behaviour(of visitors)

Outcomes

Social Networks

Journey

Micro conversions

Audience

What’s behind?

All this is called marketing stack - providing tech required for

operations.

Complexity comes with so many different media channels

This is hard / complex / ridiculous!

Any system to be useful must be feed with good data

Lets simplify system

Lets focus on people and their needs

Advertising

Organic Search

Paid Search

Banners

Direct traffic

Newsletter

Web site

Acquisition

Social Networks

Audience

Advertising

Organic Search

Paid Search

Banners

Direct traffic

Newsletter

Web site

Acquisition

Social Networks

Audience

Over here!!!

Web site

The place where magic happens

Web siteUser comes in User finishes purchase

Simplified process

Dictionary of digital analytics and marketing

Users Sessions Hits Behaviour Demographics Interests Remarketing Retargeting Deep linking Transactions

Traffic sources Cookies Variables Data Layer Advertising Sales Goals Events Funnel Drop rates

Key business objectives in Travel industry (for Internet)

Purchases Marketing ROI Drop rates per step Return rates Repetitive purchase Loyalty Canceled orders Attribution Domestic to international booking ratio

What is travel?

From

From To

From To Back

From To Back

From To Back

From To Back

Important notice

Framework allows you to track & understand people intentions

and ideas before purchase and their buying habits

From To Back

Time & Location

now

advance purchase

duration of stay

From To Back

Service offering

nowbefore trip on

location on way backduring

trip

From To Back

Value of customer

now durationduration

advanced

on time

in a hurry

long >1M

medium > 1W

short < 1W

Loyal?

Never forget the structure of travellers

…and their class preference

From To Back

Structure of party & class

now$ Risk

eval

Framework is the answer to…

What information to acquire in order for your data to be

meaningful and to draw actions through it…

…and to structure data about clients- understanding their intentions.

Time & location Service offering Value of customer Structure of party & Class

From - To Locations Return decision

Services according to purchase flow

Based on days in advance and duration of travel

Based on people and travel type

Booking dateDays in advance Duration of travel

• before trip • during trip • on location and

on way back

Defining value segments of customers

• Structure of people traveling

• Travel class • Risk score

Intentions & conversions

Time & location Service offering Value of customer Structure of party & Class

From - To Locations Return decision

Services according to purchase flow

Based on days in advance and duration of travel

Based on people and travel type

Booking dateDays in advance Duration of travel

• before trip • during trip • on location and

on way back

Defining value segments of customers

• Structure of people traveling

• Travel class • Risk score

Intentions & conversions

Dimension

Metric Product category Product detailsDimension

Metrics

Utilising Google Analytics functionalities

• Custom dimensions

• Custom metrics

• Enhanced E-Commerce (product details)

Each step in purchase process will be enriched with additional information for you

to analyse and utilise.

… or any other system

Based on collected and stored information you will be able to…

• Use advanced Segmentation

• Create very precise remarketing lists based on segments

• Use your marketing stack in more efficient manner

• Analyse shopping behaviour better

• Understand client needs and intentions

• Provide infrastructure for deep linking

Integration into marketing models

A I D A

Intelligence layer of intentions and purchases

A I D C A S T I R E A

Questions?

IVAN REČEVIĆGoogle Certified Trainer Marketing technologist Consultant

ivan.recevic@gaia.rs http://gaia.rs