Building the business case for personalisation in Travel - Travel Technology Europe 2016
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Presentation delivered by Nick Towers of Sagittarius, Chris Nash of Sitecore and Alexis Sitraropoulos of Contiki Holidays at Travel Technology Europe Exhibition 2016, Accelerate Theatre, Thursday 25th February 2016
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Building the business case for personalisation in Travel - Travel Technology Europe 2016
- 1. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Building the Business Case for Personalisation @SagittariusMktg #Sitecore #TTE – Stand T33
- 2. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 94% of businesses say personalisation is critical to their success Econsultancy,22ndApril2015 29% have not implemented personalisation at all making the case 30% said targeting and personalization was the top priority in 2015 @SagittariusMktg #Sitecore #TTE – Stand T33
- 3. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. today’s session Building a Business Case for Digital Personalisation in Travel Chris Nash, Sitecore Contiki: The Business Case for Personalisation Alexis Sitaropoulos, Marketing Director, Contiki @SagittariusMktg #Sitecore #TTE – Stand T33
- 4. Building a Business Case for Digital Personalisation inTravel TravelTechnology EMEA February 25, 2016
- 5. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 5 E-consultancy 2015 of companies that use website personalization gain conversion uplift. An increase of 14% YoY.
- 6. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 6 Forrester. Contextual Marketing Imperative. 2015 of marketers are able to capture customer intent and deliver real-time, behavior-based marketing across all channels.
- 7. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 7 Building a Business Case for Digital Personalisation in Travel
- 8. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 8 Three Pillars ofYour Business Case
- 9. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 9
- 10. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 10 Digital Personalization – Business Case Fundamentals Booking Complete Request a Call Request Info Pack Sign up for event Register for newsletter Add to Cart
- 11. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 11 ** * * * * * * * * * * Discounted personal transfers. Skiing accommodation brochure: Austria. Saalbach Regular Skier - Intermediate Group Skiing, Chalets Keywords: Chalets, Austria Free ski voucher: try the latest for a day.
- 12. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 12 Collect Data Connect Data Marketing’s Single View of Customer Website visits Campaigns Social CRM OutcomesGoals Onsite Actions ERP eCommerce Channels Inspiration Consider Purchase Utilize Marketing’s Central Platform Experience Database In the Moment Profile Data Data History Connection Data Personalization & Data CX Data & Personalization Profiling
- 13. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 13 Personalization – Prioritize and Conquer Think PIE: • Potential • Importance • Ease ☑ Marketing Campaigns with greatVolume Tie content to the promise of the inbound campaign ☑ Emails to existing customers Show content relevant to customers don’t sell but advice ☑ Site In-The-Moment Behavior (profiling) Show relevant content on high volume pages ☑ Geo Location Content relevant for the visitors location ☑ Converted to Key Digital Goals Please, Let’s not ask for the same again…
- 14. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 14 Operational Efficiency is Essential for ROI Personalization journey 1:20 min Personalization set up with test 3 min
- 15. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 15 Example Personalization Journey Pause ALT-p
- 16. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 16 Measuring Personalization Effectiveness Pause ALT-p
- 17. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 17
- 18. 1. Maturity level 2. Personalisation 6% - 12% 3. Testing 1% - 6% 4. Experience automation 3%- 7% 5. Mobile optimisation 6. Multi-channel campaigns 1. Time before Sitecore platform becomes operational 2. Time/cost to execute tactics e.g. testing 3. Time/cost to optimise content for mobile devices 4. License, maintenance, xDB annual subs costs etc 5. Design, build, set-up costs 6. Data integration costs 7. Training 8. Other costs: Email cleansing, translation Efficiency / cost factors (before and after) Optimisation tactics 95% of companies who used a combination 72% increase in conversions. Source: eConsultancy, 2014 Sources: Forrester, eConsultancy, Gartner, Annuitas Group Factors in the ROI Calculation for Business Case
- 19. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 19 connecttheexperience.com/ebook @chrisnash
- 20. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 20 connecttheexperience.com/ebook @chrisnash
- 21. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. next… Contiki: The Business Case for Personalisation Alexis Sitaropoulos, Marketing Director, Contiki @SagittariusMktg #Sitecore #TTE – Stand T33
- 22. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. THE BUSINESSCASE FOR PERSONALISATION Alexis Sitaropoulos Marketing Director, Contiki alexis@contiki.com
- 23. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. THECONTIKI STORY Since 1962 Global reach Youth travel is all we do • The Connected Generation • Addicted to content • Cynical of mass marketing • Tech dependent • Niche and fragmented • The most diverse generation in history
- 24. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. REMEMBER THESE?
- 25. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. THEDIGITAL PROMISE Rich digital content Granular measurement Limitless opportunities to sell the value prop “THE WORLD HAS CHANGED!”
- 26. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. ONE FLAW A SINGLE MESSAGE TO EVERY CONSUMER
- 27. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. THEPERSONALISATION PROMISE BIG DATA RICH CONTEN T CONNECTION
- 28. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. CONSIDERED PURCHASE PROCESS AWARENESS & PERCEPTION CONSIDERATION & PREFERENCE CONVERSION EXPERIENCE ADVOCACY 3-6MONTHS 3-12MONTHS
- 29. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. WIDELYVARIED MOTIVATIONS DIFFERING MOTIVATIONS, INFLUENCES, NEEDSTATES “I NEED TO KNOW EVERYTHING. I’LL MAKE LISTS OF EVERYTHING WE’RE GOING TO SEE” “I SEARCH GOOGLE IMAGES TO SEE IF A PLACE LOOKS COOL. THAT’S ENOUGH TO GET ME INTERESTED” “OUTSIDE OF MY DAUGHTER’S SAFETY, EVERYTHING ELSE IS PRETTY FLEXIBLE”
- 30. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. HUMBLEBEGINNINGS
- 31. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. IDENTIFYING THE NEED CONNECTED, YOUTH CONSUMER VARIED PURCHASE PATH DIVERSE MOTIVATIONS WIDE RANGING PRODUCT EXPERIENCE LONG CONVERSION CYCLE FUNDER’S DILEMMA
- 32. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. THEVISION A PLATFORM FOR OUR DIGITAL FUTURE Efficient but tuned to the consumers needs World class customer experience Personalised engagement on mass
- 33. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. DEFINE THEBUSINESS GOALS INTERROGATE THE EXPECTED ROI • INCREASED CONVERSION RATE • OPERATIONAL EFFICIENCY • MARKETING EFFICIENCY • CUSTOMER RETENTION • DATA ANALYTICS • THE COST OF REPLATFORM/RETOOLING • ORGANISATIONAL CHANGE AND RESOURCING VS
- 34. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. PARTNERS + TECHNOLOGY PARTNERS • Navigators • At least a year’s head start TECHNOLOGY • Business needs to lead the tech • Platform for the future
- 35. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. SETTINGKPIs GOALS CUSTOMER JOURNEYS PROFILES AND PERSONALISATION What can you measure What is valuable KISS + biggest impact
- 36. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. IMPLEMENT ORGANISATIONAL CHANGE MATCH CAPABILITIES & APPROACHES TO YOUR GOALS Content creation Design Analytics and data science Testing Optimisation ...and change the mindset
- 37. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Consumers are becoming accustomed to personalisation throughout their lives. It will become the expectation.
- 38. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. THANKS Alexis Sitaropoulos Marketing Director, Contiki alexis@contiki.com
- 39. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. questions? Chris Nash cna@sitecore.net Nick Towers nick@sagittarius.agency Sitecore Stand T33 @SagittariusMktg #Sitecore #TTE – Stand T33
Editor's Notes
- Good afternoon everyone and thanks for coming to this session, Building the Business Case for Personalisation. My name’s Nick Towers and I’m the MD at Sagittarius and I’m really excited to bring you this session as we have two fantastic speakers who are going to share the benefit of their front line experience in building the business case for Personsalisation. Just before I introduce them to you though, I thought I would take a moment to share why we wanted to do this session [CLICK]
- So, when we were planning our two days at this event we decided we started thinking about what would be a really useful topic or concept to discuss and share about. As we were doing this our regular emails from econsultancy came through and reminded us about the fact that quite a lot of the time, agencies like ours, Sagittarius, bring home the need to implement intelligence into your strategic digital marketing. However, the evidence is that we are preaching to converted… [CLICK] 94% of businesses say personalization is critical to their success… And [CLICK] 30% said targeting and personsalisation was THE top priority in 2015 HOWEVER [CLICK] 29% have not implemented personalisation at all – AT ALL! And, if we take out basic email personalization and ecommerce personsalisation, such as recently viewed items, and start thinking in terms of predictive personalization based on dynamic segmentation, then I would bet that the number of organisations who have implemented strategic personsalition drops even further On this basis we can see that the issue is not desire, or knowledge as you guys are all clearly on board with the idea that we can use big data and behavioural analysis to segment, personalize and build meaningful relationships with our customers. The problem, is quite possibly budget or at a very least the time and effort required to go beyond saying hello to someone to understanding what they really really want [CLICK]
- So, this leads me nicely into todays session and I’m really pleased to say that we have two great speakers this afternoon in Chris Nash and Alexis Sitaropoulos (SIT AR OP OU LOS). First up will be Chris Nash, from Sitecore. Chris is very much a digital visionary within the Sitecore SBOS team and he’s going to share his insight and experience in how you can build a business case for personalization. Following Chris is Alexis SIT AR OP OU LOS, the Marketing Director at Contiki, a market leading youth travel brand that delivers amazing experiences to its global audience. I’m really excited by this talk as Alexis and Contiki are a client of ours and I can vouch for how far beyond these guys go in staying at the cutting edge of digital marketing and customer experience – from dynamic segmentation and predictive personalization through to VR and Augmented Reality. Following the two presentations, hopefully there will be 5 or 10 minutes at the end where you can then quiz these two - this is your time to quiz two experienced digital masters in order to squeeze every last drop of benefit and insight from them! So, as mentioned, first up we have Chris Nash from Sitecore. Chris is a Sitecore legend and has worked with a wide range of international blue chip organisations as part of the Sitecore Business Optimisation Services Team. For the past 5 years Chris has worked with these brands to develop and implement cutting edge digital strategies, using the very latest techniques in dynamic segmentation, personalization and automated marketing to ensure that Sitecore customers deliver true ROI. As part of this process Chris also works on the first stage of the journey and that is working on the business case, looking both sides of the ROI equation and he’s going to share with you this afternoon a process and framework for building the business case for personalization. Chris over to you…
- Building a Business Case for Digital Personalisation in Travel This session explores how today’s business models have changed and how building a case for digital personalisation starts with business objectives and goals before developing a customer experience strategy.
- The ability to use data – in the moment – to create meaningful, relevant experiences. But only 16 % of marketers can use behavioral data and pref data for personalization …. How can you be part the companies that use pers to gain uplift?
- The Contextual Marketing Imperative. Evaluate how marketers are meeting customer preferences. The report was based on data from surveys of 1,200 global consumers and 200 advertising and marketing professionals at organizations with 500 or more employees. Only 16% of the marketers surveyed say their organization is able to capture customer intent and deliver real-time, behavior-based marketing across all channels. Some 40% of consumers surveyed say most promotions they receive don't deliver anything of interest, and 44% say they receive too many offers.
- We works with a lot of companies using our platform on the journey. Personalizaton is a key driver If you are at the stary
- Cxmm – dig trans step by step Align and opt … opt = personalize Many marketers want to but few know how Perception that it is difficult Start with align and opt
- PPC campaigns that are successful Organic search landing pages Easily revealed segmentation data - geoip, time of day, device Key interactions – if a specifc page nas been visited or if a specific goal has been triggered
- The ROI of a connected platform Like an ROI of personalization calculator
- Thanks Chris for that – I hope you guys all found that as useful as I did – particularly the three pillars of building your business case and the section on mapping your strategic objectives to defined goals and outcomes. Really useful when it comes to presenting this to your bosses! Next up we have Alexis Sitaropoulos Alexis is the Marketing Director for Contiki, a youth travel brand with a global audience. Contiki provide unique travel experiences to hundreds of thousands of 18 to 35 year olds every year, covering over 60 countries and experience is at the heart of it all. Contiki’s mantra of No Regrets underpins their philosophy that life is for living and that travel is key to creating life changing and defining moments and for many of Contiki’s audience this experience starts in the digital world. So, Alexis and his team of talented individuals are in the process of defining a truly cutting edge, customer focused digital platform that takes advantage of the latest techniques in dynamic segmentation and predictive personalization, in addition to all the other fantastic work that they do. Now, personally, I have been privileged in being able to work with these guys over the past, nearly 12 months now, on the planning and implementation phases. I can honestly say, hand on heart, that I love going to their offices and working with their team to work out their initial predictive personsaliation strategies and how we’re going to roll this our . It’s been Alexis, it’s over to you…
- Thanks Alexis – I always love hearing Alexis talk about digital and marketing and all the amazing things that he and his team get to do. For me, that was a really special insight from someone who is leading the charge to not just talk about the very latest digital technologies and opportunities but to actually use them. Great stuff! Thank you and Questions So, that’s it from our two speakers and so I’ll open up the floor for questions. If anyone has any questions about anything that you’ve heard this afternoon or if there’s anything you’ve ever wanted to ask a digital master, then please put your hand up and we will come to you with the mic so that you can ask away… Finally… So it just remains for me to say a big thank you to our two speakers this afternoon and an even bigger thank you to you all for coming to listen to us. I hope you found this session useful and if you have any further questions or if you would like to see some of the concepts discussed in action, then please come and find me, Chris and the rest of the Sitecore and Sagittarius team at Stand T33.