1. Knowing when, and what customers are
buying based on travel data
Tobias Wessels, VP Europe
Tobias.Wessels@adaraglobal.com
May 16, 2014
34 Fitzwilliam Square
Dublin 2

2. Volume of digital data created
will triple in 3 years
130
2005
1,227
2010
2,720
2012
7,910
2015
EXAPONENTIAL:
Quantity of global digital data, exabytes
Note: 1 Exabyte equals 1,000,000 Terabytes

3. 3
Implications of Living in a Data Age
Data: Cheap
Knowledge: Valuable
The most valuable companies in the world transform data into
knowledge!

4. 4

5. 5

6. 6
Amsterdam

7. 7

8. 8
ADARA Solves Two Big Problems for Partners
Travel Data
Owners Advertisers
ONLINE MARKETERS
“How Do I Market More Efficiently?”Advertisers
TRAVEL DATA OWNERS
“How Do I Monetize My Data
Without Compromising It?”
Driving Revenues
& Greater Online Bookings

9. 9
Why Travel?
Lots of data
High purchase value
Use for other verticals
Complementary products

10. 10
Why First Hand?
To outperform the market 
Avoid the risk of data leakage
Better value $$$

11. Scale Matters
11
>250 M
Unique
Profiles
> 1,000 M
Individual Data
Elements
Benefits of Scale
• Better Reach
• “Fresher” Information
• Better Performing Campaigns
• Improved Monetization
+

12. 0 2 4 6 8 10
Baseline target
Base + 1
Base + 1a
Base + 1b
Base + 2
Performance Index by Number of Target Data Points
Data Drives Performance
12
Additional Signals Dramatically Boost Performance

13. 38
19
0 5 10 15 20 25 30 35 40
Leisure
Business
# of Days prior to Departure
Air & Hotel Booking Window
Trip Planning Summary
13
Leisure travelers plan their trips far more in advance than business travelers

14. 0%
25%
50%
75%
100%
60+ 50 40 30 20 10 Departure Date
# Days Prior to Departure Date
Cumulative % of Air Booking (Business vs. Leisure)
Business
Leisure
50% at 4 Weeks
prior to departure
50% at 2
Weeks prior
to departure
Timeline for Airline Booking: Business vs. Leisure
14

15. Using Data to Bust Myths
Myth #1
“Travelers book air first, then
hotel, then car.”

16. 0%
10%
20%
30%
40%
50%
60%
70%
-15 or
longer
-12 -9 -6 -3 0 3 6 9 12 15
Day 0 = Air Booking
Business Travelers: Hotel Booking Behavior
Hotel Booking prior to Air Booking
(24%)
Hotel Booking after Air Booking
(76%)
72% of Business Travelers Book their Hotel on the Same
Day or Before their Flight
16
60% of business travelers book air and hotel on the same day

17. 0%
10%
20%
30%
40%
50%
60%
70%
-15 or
longer
-12 -9 -6 -3 0 3 6 9 12 15+
Day 0 = Air Booking
Leisure Travelers: Hotel Booking Behavior
Hotel Booking prior to Air
Booking (33%)
Hotel Booking after Air
Booking (67%)
70% of Leisure Travelers Book their Hotel on the Same Day
or Before their Flight
17
50% of leisure travelers book air and hotel on the same day

18. Using Data to Bust Myths
Myth #2
“I don’t need to advertise to my
most loyal customers.”

19. 2.65
1.00
0 1 2 3 4
Impression Shown
No Impression
Performance Index
Target: Loyalty Program Members
Control (no impressions shown) vs. Test (impressions shown)
19
Loyal Customers Responded 2.5 Times Better
Even your most loyal customers require constant marketing.
Performance uplift 6versus hold-out control.

20. 20

21. 21
Core product: Prospect targeting
User is not
taken off the
booking path
Hyatt Andaz
EUR 199
One more multiple of
ADARA’s more than
70 data partners.