The New World of Marketing Scott Jampol, SVP Marketing @sjampol

Meet  OpenTable  

Help diners find the perfect table

Help restaurants manage tables and guests

These work together so when you decide, the restaurant knows

you’re coming

We  connect  diners    and  restaurants  

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OpenTable’s  original  vision  was  to  connect...  

&  

Diners  Where  and  when  should  I  eat?  

Restaurants  How  can  I  be:er  serve  my  guests?  

   

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Online  reserva9ons  

Diners  Where  and  when  should  I  eat?  

Restaurants  How  can  I  be:er  serve  my  guests?  

   

Today  our  vision    is  bigger  

To  power  great    dining  experiences  

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We’re  connec9ng  diners  &  restaurants  in  new  ways...  

Last  Minute  ReservaCons  Real-­‐Time  Communica9on  

Mobile  Payments  

Diners  Where  and  when  should  I  eat?  

Restaurants  How  can  I  be:er  serve  my  guests?  

   

With  a  new  vision,  comes    new  markeCng  challenges  

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What  worked  in  the  past,  may  not  anymore  

Old  way   New  way  

Team  structure   Siloed   Fully  integrated  

Customer  communicaCons   Primarily  email   MulC-­‐channel  

Measurement/a:ribuCon   Last  click   MulC-­‐channel  

Primary  plaOorm   Desktop   Mobile    

Loyalty  rewards   Higher  frequency   More  data  

Building the modern marketing organization

•  “I was told there would be no math”

•  Content is essential

•  The product team is your sibling; acquisition team your spouse

•  Data is your super power

•  Be agile and (fail) fast

Engagement Marketing is not just email •  Marketing is not just for marketing

anymore

•  Once you identify intent, “drive a bus through it”

•  Ask your diners how and when they want to hear from you

•  What was “creepy” isn’t so creepy anymore

With multi-channel, comes attribution pain •  Last click attribution may be

dangerous

•  Need the (right) data in one place

•  ROI is more philosophy than exact science

•  It doesn’t matter if it doesn’t scale

Even “mobile-first” undersells the importance •  Google has already tipped

•  What is “mobile optimized?”

•  Mweb & apps are different animals

•  When should you ask for the install?

•  Know why consumers use (or don’t use) your app

Reinventing the loyalty program •  People will share a lot if you

promise better experiences

•  But if you ask, you have to use it

•  Personalized experiences > “cash back” for many consumers

•  Reward good behavior, not just frequency

Key things to remember

It’s time to rethink the marketing org structure

Engagement opportunity is much more than just

email

Reward people for giving you data and for good behavior, not just

frequency

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Experience  the  new  OpenTable  for  yourself!    

Find  and  book  a  parCcipaCng  restaurant:  pay.opentable.com  

$20  credit  with  promo  code  CONNECTIONS  Code  expires  6/30/15  

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 Sco:  Jampol  @sjampol