Welcome to the Layer Cake: "How to Find the Marketer Sweet Spot"
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Transcript of Welcome to the Layer Cake: "How to Find the Marketer Sweet Spot"
HOW TO FIND THE MARKETER SWEET SPOT
Partnering With Your Agency In Complex Ad Technology World
WELCOME TO THE LAYER CAKE
Brad Wilson, GM, Travelocity
Dustin Engel, Head of Analytics and Data Activation, PMG
@bradleywilson
@agencypmg
PMG ranks #61 on the 2014 INC
500 list, #5 among Advertising
and Marketing companies.
Leading travel provider who inspires
you to “Go & Smell the Roses” and
creates memorable travel experience
with innovative apps, competitive
prices and 24/7 customer service.
The U.S. travel market is large and fiercely competitive
277 293
307 318 334
2011 2012 2013 2014 2015E
U.S. Total Travel Market – Offline and Online 2011 thru 2015 Expected ($ in Billions)
Source: October 2014, PhocusWright
…and customers have more choices than ever
Having more options has not made it easier on the customer
Source: October 2014, PhocusWright
13
Avg. Number of Website Visits while Dreaming & Planning
42
Avg. Hours spent across the entire online travel cycle
1k
Average Website Look-to-Book Ratio
Source: Google Think Travel, Boston Consulting Group, September 2012
The world of travel search….beyond bid optimization
…consumers have more options than
ever Source: October 2014, PhocusWright
New ‘meta’ travel search engines are designed to improve the consumer experience, reduce clicks
and move closer to the wallet – particularly in an ever-increasing mobile world
We are here
Maybe, we helped you along the way….
We addressed our unique needs together
Hotel Search Feeds & Distribution
Social Media Integrations
Mobile Shopping Relevance
May Jun Jul Aug Sep Oct Nov Dec
Jan Feb Mar Apr
We achieved best-in-class Brand equity
#1 OTA Brand
Equities
Orbitz Priceline Expedia TravelocityOrbitz Priceline Expedia Travelocity
Brand Consideration
Favorite OTA
We saw record hotel sales in 2013 and 2014
Expedia Travelocity
6x
Our social media engagement ranked 6x higher than the rest of the category
#1 OTA Social
Engagement
#1 Record
Hotel Sales
Category Avg.
Source: 2014, Internal Brand Tracker with YouGov
Source: 2014 and 2015, Internal Social Media Tracker
Source: 2014, Internal Data
…consumers have more options than
ever
50
30 22 13
14
5
14 9
6/30 7/14 7/28 8/11 8/25 9/8 9/22 10/6
Our iOS app cracked the top 10
#5 Ranked iOS
Travel App
Source: 2015, Apple iOS rank data
How did we do?
Let Them Eat Cake
Client Benefit
“Vertically
Dismissed”
Attribution
RTB
Activation
RTB
Vertical Analytics Vertical
Meta Search
Size = Resource Effort
Attribution
Change
Management
Koddi (Icelandic for “pillow”)
• Concepted and refined from a need to solve a complex problem for Travelocity
• “Vertical Dismissal” created a large opportunity in the marketplace…more than expected
• Spun out as a standalone business with 3 of the top 5 hoteliers on the platform
200k
Total Unique Hotels
$150MM
Total Annual Spend
900k
Daily Bid Changes