How a hotel booking site learned to optimize the monetization of it first party data.

1. Eyeota Reveals Untapped Monetization
Opportunities for Hotel Booking Site
The human side of data
eyeota.com
A hotel booking site working with Eyeota experienced decreased revenue from
audience data sales after the peak summer travel booking season.
Offering recommendations and the ability to book thousands of hotels in
destinations worldwide, the website has a wealth of valuable behavioral data
and declared demographic data from user registrations. Unlike most websites,
the publisher does not generate revenue from advertising but drives income
primarily from booking commissions. Partnering with Eyeota to monetize their
audience data represents an important source of secondary revenue.
HOTEL
$
Introduction
Eyeota’s team identified four areas that needed attention to help maximize the booking site’s revenue
potential. These included:
Challenge: Maximize publisher earnings throughout the year
Revenue peaks occur only
during key summer travel
booking months
This graph indicates decreased demand
for travel intent data after peak summer
holiday booking months, and that the
publisher would benefit from a data
monetization strategy that ensures
demand throughout the year.
1
Publisher revenue and supply trend
Apr15
May15
Jun15
July15
Aug15
Sep15
Oct15
Nov15
Dec15
Jan16
Feb16
Revenue Uniques
Case Study

2. The human side of data
eyeota.com
Untapped opportunities
Eyeota identified major monetization opportunities for the publisher in untapped markets such
as the United States, Germany, Italy and France.
4
Dependence on niche travel segments during peak demand period
The most in-demand segments were specific travel destinations and users with intent to travel
during specific dates. However, demand was not consistent throughout the year so revenue
potential was largely untapped.
2
Low monetization of biggest volume segments
The publisher had a high volume of travel interest data that went unmonetized.
Travel Intent
Demographic
Travel Interest
Seasonal
Others
17%
68%
7%
6%
2%
Destinations
40%
Travel Dates
28%
Travel Intent
Demographic
Travel Interest
Seasonal
Others
17%
68%
7%
6%
2%
32%
13%
47%
8%
Key Revenue Generating
Segment Categories
Key Revenue Generating
Segment Categories
Volume Distribution
by Segment Category
3
Case Study
Supply and Demand for Publisher's Data
United
Kingdom
United
States
Australia
Revenue
Uniques
Germany Italy France

3. Insights
Seasonality
Global demand for travel data across the Eyeota Marketplace is seasonal. For example, demand
for Travel Intent shows a marked increase during key travel booking months.
1
Others
Travel Intent
Travel Date
Travel Intent
Accomodation/
Hotels
Travel Intent Travel Intent
Family Holidays
Travel Interest Travel Intent
Destinations
Travel Intent
Weekend Travellers
Travel Intent
Cruise Holidays
Global demand for travel data
Feb 15 Mar 15 Apr 15 May 15 Jun 15 Jul 15 Aug 15 Sep 15 Oct 15
The human side of data
eyeota.com
1
2
Medical brands buy:
Traveler segments to promote travel vaccines and travel preparation guidelines.
Finance brands buy:
Travel segments to promote travel insurance and personal banking products
Non-endemic demand for travel data
Travel & Leisure advertisers were not the only ones purchasing travel data. Finance and Medical
advertiser sectors were found to purchase niche travel related segments worldwide.
2
Advertiser sectors purchasing travel data
1
3
Medical
Travel &
Leisure
Finance
2
Case Study
Eyeota analyzed its global revenue data and compared the hotel booking site's trends against global
travel data demand trends.

4. New market focus
Focused efforts on increasing demand in the US market started in late 2015 and immediate results were
reflected in growth in demand in early 2016 as shown in the graph below. Bespoke Eye on Insights travel
collateral was also distributed in this market.
Immediate Impact
The publisher implemented the action points and observed a positive effect on revenue over the
following six-month period.
Actions
Which traveler profile was most in demand?
New segments were suggested based on global demand and to reduce the publisher’s dependency on
very seasonal, granular travel intent segments. For example, high demand was identified for the
traveller profile, which included: Resorts Travellers, Family Travellers, Business Travellers, Frequent
Travellers, Romantic Travellers and Backpackers.
Our recommendations to boost the publisher’s revenues
Cater to global audience data demands and trends
Research from the Eyeota Annual Index shows that 50% of total advertiser spend worldwide is on
sociodemographic data. Publishers with registration data have valuable sociodemographic insights
about their users that can be monetized as well, which include: gender, city of residence, expats, living
abroad (living outside of their native countries), high net worth individuals, families, parents, mothers,
business professionals and couples. Such segments are always in demand from advertisers in key
markets such as Australia, UK, Germany and Singapore.
Eyeota recommended that the publisher leverage its customer know-how and cater to all advertiser
types as well as travel advertisers with segments such as HNWI (High Net Worth Individuals), lifestyle,
age, gender and business travellers.
The hotel booking site was also encouraged to grow its commercial data relationships in untapped
markets by utilizing private data marketplaces.
The human side of data
eyeota.com
Case Study
Publisher’s demand vs supply by market - growth over six months
United Kingdom
Aug 15 Feb 16
United States
Aug 15 Feb 16
Australia
Aug 15 Feb 16
Germany
Aug 15 Feb 16
Italy
Aug 15 Feb 16
France
Aug 15 Feb 16
Revenue
Uniques

5. To find out more, visit www.eyeota.com
About Eyeota
Eyeota is the global leader for audience data with 3 billion unique profiles. Eyeota provides marketers with the data they need to reach the
right online audiences and cut campaign waste whilst also enabling publishers to monetize their audiences more widely. In addition, our
data delivers deep audience insight to both marketers and online publishers to help them understand their customers in a new way – as
human beings. Eyeota supplies third party audience data to all major global and regional ad buying platforms, trading desks, DSPs, DMPs
and ad networks. The company was founded in 2010 and has offices in Berlin, London, Melbourne, New York, Singapore, Sydney and Tokyo.
The human side of data
EYE14155
The hotel booking site case study indicates how there are numerous sources of data that can be
monetized. If you are a publisher with the following types of websites, be sure not to miss out on
monetizing your data. Talk to Eyeota today to find out more.
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