The presentation is an example of how to apply the marketing automation tools with Airbnb products.

1. Emarsys: Airbnb Case Study
By Jitsupa Piyadit (31.01.2018)

2. Contents
• Background: Airbnb - Products
• Challenges
• Strategy
• Tactics
• Evaluation

3. Background
• Airbnb is launching in a new market SEA
• Needs Emarsys to help them to define an
omni-channel customer experience and
marketing strategy to help gain market
share and build a community
• Currently using email and web scripts to
capture customer behaviour

4. Airbnb
• “An online marketplace and hospitality service, for
people to lease or rent short-term lodging including
vacation rentals, apartment rentals, homestays, hostel
beds, or hotel rooms.” Source: Airbnb - Wikipedia
Products
• Home
• Experience
• Restaurant

5. Challenges
• Airbnb is launching in a new market SEA
requires relevant target audience
• New products launch: Experiences and
Restaurants
• Only email and web scripts to capture
customer behaviour will not be able to
maximise reach

6. Strategy
• Airbnb is launching in a new market SEA
requires relevant target audience
• New products launch: Experiences and
Restaurants
• Only email and web scripts to capture
customer behaviour will not be able to
maximise reach
• CRM Ads: Reach relevant target audience
and customer Retention
• Predict: Increase sell by product
recommendations (cross-sell)
• Omnichannel Marketing Automation:
Maximise reach

7. Tactics CRM Ads: Reach relevant target
audience and customer Retention
Retention: retention focused ad campaign targeting existing customer
• Automate center audience (collecting new audience data, match and fill the
user profile once reached CRM ads )
• Segment audience (synchronisation)
Acquisition: Facebook lookalike audience
Lookalike: existing travellers, competitors (homeaway, local
guesthouse booking websites, etc.)
1%
5%
5%
10%
New audience
Segment A
Segment B

8. Tactics Predict: Increase sell by product
recommendations (cross-sell)
Web: Enhanced browsing experience
Personal widget: First display popular listing/unique listing/low price listing etc.
then personalise as the web user is browsing through
Email: Personalised recommendation in newsletters
Recently booked CatA: San Francisco
Recommend CatA ProductA,B: Experience and Restaurant in San Francisco
Mobile App: Abandoned cart campaigns
Display related listing to abandoned listing via mobile app: use CART web logic
Display personal widget
Email: Personalised recommendation in newsletters

9. Tactics Omnichannel Marketing
Automation: Maximise reach
Making Decision Purchase
Touch points
Check price/Find
listing Inquiry: send
message to hosts
Saw Facebook Ads,
liked friend’s
newsfeed at Airbnb
listing
Discuss with friends
browsing
listing/share wish list
Received host
message
confirmation of
listing
Chat with friends on
Facebook chat to
confirm the listing
and booking
Make a reservation
Devices
Airbnb Website
(Web)
Airbnb Facebook
Ads
(Social Media)
Airbnb mobile
app (Mobile App)
Email/SMS/Push Facebook chat
Airbnb mobile
app (Mobile App)

10. Evaluation
CRM Ads: Reach relevant
target audience and
customer Retention
Revenue vs Cost
ROAS
CRM Ads Funnel
CPM/CPC/CPA
Impressions
Clicks
Conversions
Predict: Increase sell by
product recommendations
(cross-sell)
Performance overview
Revenue from Web
recommender
Revenue from Email
recommender
Discovery (open - click -
revenue)
Omnichannel Marketing
Automation: Maximise
reach
Increased number of
conversions from one-o
purchases.
Increased click-through rates on
email campaigns.

11. Q&A

12. Thanks a million! Jitsupa Piyadit