#SMX #24C @AlexSuttonIII

Maximizing Data to Inform Direct Response Strategies

Conquering Google Display Network and Gmail Ad Targeting

#SMX #24C @AlexSuttonIII

#SMX #24C @AlexSuttonIII

Agenda

-  Introduction-  ImportanceofleveragingData- UnderstandingtheTravelUser- Personalizingthemessagetotheuser- MailboxTargeting:ApproachandResults

#SMX #24C @AlexSuttonIII

Data is at the heart of what we do

#SMX #24C @AlexSuttonIII

Leveraging data to inform our DR prospecting

-  Bespoke segmentsallowsustoisolatepotentialrentersegmentsalotmoreefficientlyacrossGDN

#SMX #24C @AlexSuttonIII

Leveraging data to inform our DR prospecting

-  Bespoke segmentsallowsustoisolatepotentialrentersegmentsalotmoreefficientlyacrossGDN

#SMX #24C @AlexSuttonIII

Personalizing the message to the user

#SMX #24C @AlexSuttonIII

Regularly reads Travel related blogs

Browses videos of Caribbean resorts

Visited a hotel site to see photos of their ocean view

rooms

Compared prices on a travel review site

Travel Enthusiast

Considering a beach vacation

In-market for Travel to the Caribbean

Re-engage with a users with dynamic content tailored to

them

30 years old

Male

Earns $100K+/year

Beach Lover

Planning his next vacation

Understanding the travel consumer online behavior

#SMX #24C @AlexSuttonIII

Utilizing the email consumption data on travel enthusiasts

- AbilitytodetectFlights/Hotels/CarsBooked- AbilitytodetectTravelRewardsUsers- Abilitytodetectfrequenttravelers/businesstravelers- AbilitytodetectLifeStages

#SMX #24C @AlexSuttonIII

Desktop peaks during the workday

12am

Desktop

Phone

Tablet

1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am

% o

f to

tal e

ma

il m

ark

etin

g o

pe

ns,

by

de

vic

e*

Mobile peaks during commutes and lunch breaks

Tablet peaks in the evening

Source: US Email Marketing Open Share, by Device and Time of Day, 2015

Consider impact of time of day on user

#SMX #24C @AlexSuttonIII

GSP Performance

38%

13%12%

4%

22%

11%

GSP

Partner1

Partner2

Partner3

Partner4

Partner5

-  GSPdrovethemajorshareofsuccesscomparedtootherprospectingpartnersovera3monthperiod.

-  Whenscoredagainsteachother,GSPscoredsecondhighestinefficiency.

Source: DCM/Dashboard Data April 2016 – July 2016

#SMX #24C @AlexSuttonIII

Are the bookings incremental??

GSP

Source: Abakus April 2016 – July 2016

-  Weknowthatalotofpeoplelookattheirmailinboxthroughouttheday

-  Solookingpastthelasttouchpointandamulti-touchPOV,GSPwasanintroducerinthepathtobookingon17.5%ofallbookings

#SMX #24C @AlexSuttonIII

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