When it comes to personalisation, Amazon becomes top of mind. The online retail giant’s personalised recommendations have enabled their customers to find a product quickly, making the overall user shopping experience a smooth and pleasant one. With more companies like Amazon adopting similar personalisation features, the bar has been raised in relation to customer expectations. Today, consumers demand the same personalised experiences, and travel companies find themselves adapting in order to guarantee this level of service. In the digital age, consumers feel more empowered. With the advent of mobile devices, consumers today are able to accomplish tasks with just a few taps and they are increasingly expecting more from the brands they interact with. This translates to the way they shop and book travel, with most of them gravitating towards personalised travel itineraries. Customers today want convenience, connection and context – things that can be obtained with personalisation. Our Personalisation Report has shown that 83% of customers expect relevant information and products to be recommended to them based on their personal preferences. Consumers want personalised experiences because they want to feel like their interests and preferences are taken into account seriously. And because the customer has invested time to research and finally decide to engage your company over many others, it is expected you will reciprocate the favour.

1. 1
Rebuild Your Digital Strategy Using
Data, Personalization and Hyper-Segmentation
By Naully N.– Nov 07, 2018

2. 2
Personalization Hyper Segmentation
Digital Advertising Data Visualization

3. 3
Digital Advertising
Drives Sales & ROI
Enhances The Effectiveness Of Non-Digital Media Channels
Effective Across The Entire Customer
Journey
Drives Word-Of-Mouth At Scale
Drives Interaction & Lifts Brands More Efficient Than Traditional Media
Essential To Reaching An Audience

4. Digital marketing services will bring your
business to the forefront for lead
generation. In the age of technology,
strategic digital marketing isimperative.
• A website should be functional and easy to navigate
for users.
• Should also integrate search engine optimization
(SEO) for a greater reach.
• Including paid search advertising into your digital
marketing plan can help build brand
recognition and lead potential customers to your
website.
Digital Marketing

5. SEO

6. PSAS
Paid Search Advertising Services

7. Paid Advertising
• You can measure the outcomes of each targeted campaign and make
the best decisions for future business development.
• Paid advertising can be a highly effective form of revenue generation.
• Targeted advertising has been proven to generate sales both online
and at brick-and-mortar locations, and engage the customer.
• You can create promotional ideas that will drive your topline revenue using
special events and seasonal promotions.

8. Web Marketing
Email Marketing
Outbound Sales
Social Media
Business Development
Lead Generation

9. 9
Using charts, infographs and interactive
shapes to visualize numeric data
Data Visualization

10. 10
Personalization

11. 11
In the digital age, consumers feel more
empowered. With the advent of mobile devices,
consumers today are able to accomplish tasks
with just a few taps and they are increasingly
expecting more from the brands they interact
with. This translates to the way they shop and
book travel, with most of them gravitating
towards personalized travel itineraries.

12. 12
Giants way
When it comes to personalization, Amazon is top of mind.
The online retail giant’s personalized recommendations
have enabled their customers to find a product instantly,
making the overall user shopping experience a smooth
and pleasant one. With more companies like Amazon
adopting similar personalization features, the bar has
been raised in relation to customer expectations. Today,
consumers demand the same personalized experiences,
and travel companies find themselves adapting in order to
guarantee this level of service.

13. 13
To succeed in today’s digital
environment, firms must deliver smarter,
more-customer-centric interactions that
feel like they were tailored for each user
and his or her specific set of
circumstances. It must be more dynamic
and more predictive than current
personalization techniques.

14. 14
The digital age has resulted in a fundamental transformation towards personalized
connectivity and consumers are demanding more. It’s time for travel business owners to
establish a personal connection with their customers, or risk losing out.
Personalization is no longer just a delightful surprise for customers,
it has become an expectation.
Personalization

15. 15
DELIVER ONE-TO-ONE EXPERIENCES
TAILOR YOUR CUSTOMER’S
JOURNEY ACROSS
CHANNELS
INCREASE RESPONSE RATES, SPEND, LOYALTY

16. The goal of personalization is not about cross
or up selling. Nor is it about theright product
in the right place at the righttime.
The goal of personalization is to use data to make
it easier for customers to find & consume what
they want, how and when theywant.
14

17. HOW DO MOST COMPANIES RESPOND?
Deliver more
content…
Deliver tailored
content…
Present only as many
choices as relevant and…
Present as many choices
as possible and…
Orchestrated and optimized for
channel, recipient and journey
To every customer
through all channels
1 2 3 4 5
6 7 8 9 10
11 12 13 14 …
7 12 5 8 3
1
OR

18. STRATEGICALLY
Personalization is a survival issue
DEMOGRAPHICS
REQUIRE IT
Millennials and other digital
natives expect personalized
experiences from all brands
they interact with
COMPANY EFFICIENCY
ISN’T ENOUGH
Mass-oriented practices adopted for
operational and cost efficiency have
distanced companies from their
customers with one-size-fits-all,
top-down, policy-driven interactions
and experiences
RE-SETTING CUSTOMER
EXPECTATIONS
Organizations that have successfully
developed personalized experiences
are raising the bar for companies in
across all industries

19. 19
DYNAMICALLY and uniquely tailoring
communications and experiences to be
CONTEXTUALLY RELEVANT to each
INDIVIDUAL customer and their
seamlessly ACROSS CHANNELS
and the customer journey .
THE HIDDEN FUEL
BEHIND EVERYACTION
INTENT
Personalization is…

20. 20
Personalization is…
DATA-BASED DYNAMIC SEAMLESS UNIQUE IN CONTEXT
Built on actual
information about
individuals
Adapting content to
changing consumer
attributes, behavior,
and context
Unified across
time, location and
touchpoints
Content and
options tailoredto
individual’s intent
Appropriate to time,
location, season,
and stage of
customer journey
“Personas” or
archetypes based
on opinions
Addressing customers
by name, but delivering
the same message to
everyone
Disconnected
across channelor
department
Generic “personal”
touches, like
“exclusively for smart
consumers like you”
“Data-blind” events,
such as requeststo
review a product
customer returned
PERSONALIZATION IS NOT…

21. 21
RECOGNIZE
Identify both known and
unknown customers &
prospects through data from
CRM, DMP, device, social
and other sources.
RECOMMEND
Reach them with the right
marketing, offer, content, or
product recommendations
for the customer based ontheir
actions, preferences andinterests.
REMEMBER
Knowing your customer’s
history means not just
knowing what they buy, view
and consume, but also why
they made those decisions.
RELEVANCE
Delivering personalization within
the context of the digital
experience, such as who and
where they are, recent events,
and/or what time of the year itis.

22. 22
Consumers who
prefer more relevant
messages and offers**
Organizations that
believe relevant and
personal experience
will differentiate their
organization***
Increase in sales
through personalized
content**
Higher engagement
rate from
personalization*
75% 83% 20% 42%
BELIEFS RESULTS

23. 23
Hyper - segmentation remains an important
precursor to effective marketing, it's still an activity
that many brands fail to implement effectively
the arrival of hyper - segmentation may
be a step in to the unknown for some
brands - and a step too far for others -
but the potential benefits could be
considerable in terms of higher
conversions and more profitable sales.
Hyper - Segmentation

24. 24
Data warehousing allows the marketing team to breach silo walls and ensure that the
organization's most recent and valid data can be deployed effectively in facilitating
the segmentation process - communication between key stakeholders is vital and
cross-functional cooperation is a must.
To achieve effective hyper - segmentation, however, the organization needs to
allow data that is contained within the organization to be more readily
accessible to data users across the business.