Leveraging Digital Attribution Modeling To Achieve Customer

Centric Insights

Choice leverages Media Mix Modeling to measure the “Incremental ROI” driven by marketing activities

Drivers of Hospitality Bookings

Weekly TV GRPs

Weekly Search Clicks

Weekly Display

Impressions

Amount of Marketing

Spend

Brand Size ADR

Competitive Environment

Seasonality

Economy Media Mix Modeling

examines relationships between bookings, marketing efforts, and external factors, to quantify

the quantify the bookings driven by marketing efforts.

Digital Attribution Modeling provides further optimization of marketing dollars with customer centric insights, at a more GRANULAR and FREQUENT level

P

O

Customer Display Ad

View Search Click Email Open Booking?

Media Mix Modeling

Performance of marketing levers through “incremental” ROI

Attribution

Granular impacts to digital marketing levers

High Level View Granular

Granularity Insights on marketing ACTVITIES

Insights on ATTRIBUTES of marketing activities

Frequency 1-2x per year Quarterly, Monthly

Data Volumes

MILLIONS of bookings

MILLIONS of unique visitors with BILLIONS OF advertising exposures

How GRANULAR and FREQUENT is Digital Attribution Modeling?

Customer Centric Insights

Frequency

Granularity

Data Volumes

Media Mix Modeling

Attribution Modeling

Media Mix Modeling offers insights on TV, Print, Radio, Search, Display (Genre Level)…

Attribution offers insights on Display (Genre Level)…

…and AD SIZE, CREATIVE, FORMAT, SITES…

Attribution Modeling offers a customer centric view that we can build upon to better evaluate the impact of our marketing touch points on DIFFERENT TYPES of customers

Today, we link customers and

their ad exposures to determine

which ones are MOST EFFECTIVE

at driving bookings

P

O

Customer Display Ad

View Search Click Email Open Booking?

Linking CUSTOMER ATTRIBUTES with ad exposures will ensure that the RIGHT AD is served to the RIGHT CUSTOMER…

…so our digital media is even MORE EFFECTIVE at driving bookings

Loyalty Member Business Traveler

Millennial

Non Loyalty Member Leisure Traveler Baby Boomer