Structuring data in Travel industry (Framework)
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Structuring data in Travel industry building a framework for data acquisition in travel industry
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Transcript of Structuring data in Travel industry (Framework)
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
[email protected] http://gaia.rs
