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Guiding consumer insights to build audiences, optimize marketing campaigns, collect data, and utilize life moments…
Eric Bamberger, SVP of Hospitality for IgnitionOne (an award-winning Customer Intelligence Platform enabling marketers to understand, value and engage with their customers in real-time) , joins Pavan Bahl and Marc Raco on location at the IgnitionOne Summit in New York.
In this episode:
- Data has always been important to travel and other lifestyle industries
- Bigger companies operating with legacy systems, making consumer insights difficult
- Department of hospitality, organizing data, making it effective with clients
- IgnitionOne has a fundamental understanding of the customer journey
- First party data – the data a company can personally aggregate from their site, most companies don’t even know what to do with this data much less integrating third party data
- Connecting with CRM files
- Starting with cookies, using tags, create a scoring algorithm
- Processing in real time, which gives a leg up on others
- Working primarily with enterprise customers, larger hotel chains
- Reading macrotrends, such as oil and gas mining in Texas relating with a hotel occupancy standpoint, adjusting strategies to react on trend data
- Messaging vs. using data to drive direct bookings
- Loyalty is less important, more about saving money
- IgnitionOne’s proprietary scoring algorithm, custom machine learning algorithm for each customer, get high accuracy predcitionon propensity to convert, which then leads to bidding decisions
- Platform, ads, the spend used defending brands—-generic type key words for searches
- Everything can be an acquisition channel with the right conversion strategy
- Ad experiences in personalizatrion
- Considering trends in social platform use related to driving spend and conversion, and searching for all inventory sources
- The relevance of apps
- New data impacts each consumer visit, various sources of info for strategy in connecting uniquely to that person
- The wins in digital marketing that are possible with real effort
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