IAB Connect Jurys Inn data driven creativity FINAL for the day

© agenda21 2013 – Private & Confidential© agenda21 2015 – Private & Confidential

agenda21, Jurys Inn & Quantcast

Data driven creativity

© agenda21 2015 – Private & Confidential

Context

▸ Company information

▸ 28 Jurys Inn hotels in the UK, Ireland and mainland Europe

▸ +2000 employees

▸ Over 7000 rooms

▸ Over half of the rooms are sold online

▸ Business challenge

▸ How to drive incremental revenue and improve marketing mix efficiency?

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SEO continuously optimised

Work so Far…

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PPC highly competitive and saturated

Metasearch emerging but volumes are low

Affiliates and partner marketing cultivated

Display established as channel but not at scale


Online in 60 seconds globally

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40m people online in a day and we need to identify the right

people, at the right time for Jurys Inn

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Use display to efficiently engage and convert at scale

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1.6xhigher conversion rate vs. site average

>32% Display exposure of total Jurys online sales


Harvesting and curating data from display to enrich creative

and content

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Build customtag solution

Enable channel integration


Actionable audience insights and...

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Plugged into our channel planning process

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Data on user intent and search behaviour

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As an example we identified ‘away fans’ as a key target

audience

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And then built a content strategy to engage with them and

drive SEO traffic

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Expanded the content across clubs and areas of interest

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As well as 6 nations rugby fans (along with other sports)

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To finish the campaign also delivers from ROI perspective

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IAB Connect Jurys Inn data driven creativity FINAL for the day

Documents

Transcript of IAB Connect Jurys Inn data driven creativity FINAL for the day