Personalizing and Targeting Web Content for Customer Experience Management
Personalizing the Online Travel Experience
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Transcript of Personalizing the Online Travel Experience
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Personalizing the Online Travel Experience
October 18, 2012 | 2:00 pm ET
Follow @monetate on #travelwebinar
Toll: +1 (415) 655-‐0069 Toll-‐free: (877) 568-‐4108 Access Code: 882-‐677-‐957
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Tips for Webinar ADendees
• Audio problems? Click the “Problem Dialing In” link or switch to the webinar phone bridge and make sure your phone is on mute. • Use the “QuesTon” box within GoToWebinar to ask a quesTon or use the webinar hashtag #travelwebinar • A recording of the webinar with the slide deck will be available at monetate.com/webinars within 1 to 2 business days.
#travelwebinar
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Today’s Presenters
#travelwebinar
Carroll Rheem Director, Research PhoCusWright
Kurt Heinemann Chief MarkeTng Officer Monetate
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Carroll Rheem Director, Research @PhoCusWright
#travelwebinar
Personalizing the Online Travel Experience
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#travelwebinar
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#travelwebinar
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Carroll Rheem Director, Research @PhoCusWright
#travelwebinar
Thank You
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Kurt Heinemann Chief MarkeTng Officer @Monetate
#travelwebinar
Personalizing the Online Travel Experience
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#travelwebinar
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#travelwebinar
What is Relevance?
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What is Relevance?
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PersonalizaNon Drives Revenue
• Seat/room upgrades • Room upgrades
Source: IdeaWorks
• Pre-‐ and in-‐flight services • Baggage fees
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#travelwebinar
PersonalizaNon Drives Revenue
Ancillary fees may drive in revenues but can damage the experience. Be thoughdul in what you charge for and how its packaged.
Source: PricewaterhouseCoopers
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#travelwebinar
Old School PersonalizaNon
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#travelwebinar
PersonalizaNon Challenges
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#travelwebinar
PersonalizaNon Challenges
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PersonalizaNon Challenges
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PersonalizaNon Challenges
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PersonalizaNon Challenges
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#travelwebinar
Secrets of Relevance
• Understand who you are talking to.
• Use customer loyalty to your advantage.
• Know the device. • Leverage locaTon. • Maintain the scent trail.
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#travelwebinar
Understand Who You are Talking to
CreaTng narraTve personas of each of your main traveler segments will help you determine what’s important to them… and create a relevant online customer experience.
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#travelwebinar
Use Loyalty to Your Advantage
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#travelwebinar
Use Loyalty to Your Advantage
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#travelwebinar
Know the Device
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#travelwebinar
Leverage LocaNon
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#travelwebinar
Leverage LocaNon
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#travelwebinar
Maintain the Scent Trail
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#travelwebinar
More Secrets of Relevance
• Use prior session data and real-‐Tme behaviors.
• Make more impact with benefit not price.
• Look at the experience through the consumers’ eyes.
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#travelwebinar
Prior Session and Real-‐Nme Data
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#travelwebinar
More Impact with Benefit, Not Price
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#travelwebinar
More Impact with Benefit, Not Price
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#travelwebinar
Your Relevance Game Plan
• Pick some targets (start with the low hanging fruit).
• Test new ideas. • Learn quickly and iterate. • Find those “Goldilocks moments.”
• Try and try again.
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Thank You
Kurt Heinemann Chief MarkeTng Officer @Monetate
#travelwebinar
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QuesNons & Answers
#travelwebinar
Personalizing the Online Travel Experience