Bajaj Allianz Life Insurance Company - Insurer Innovation Award 2024
Adara - Dublin Tour May 2014
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!
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.
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.