Big Data Programmatic Technology For Travel - Author Rory Dignam
Digital marketing companies are now able to capture, store and analyze all collected data (both structured and unstructured) and, as a result, digital advertisers can gain fresh and relevant insights from raw chaotic data.
After some research, I have identified three digital marketing companies that offer programmatic technology solutions for the travel industry: Sojern, ADARA & NextRoll.
What do they do?
Sojern is a big data management platform which allows travel partner data (from flight companies, OTAs and travel services) to be fed into an algorithm that defines the targeting for a travel-based business such as a hotel.
ADARA seems to use a similar technology, using some travel partners that send them some travel intent signals that are filtered through an algorithm.
The partners could be flight companies, online travel agencies or car hire companies, or tailored experiences provider.
Using this information, ADARA knows if a potential customer has bought whatever service with a specific destination, and they can target the user with ads of accommodation or experiences for that specific destination.
The travel intent information, joined to other information coming from the travel business (advertiser) site and also the anonymous profile of the potential customer, get elaborated together so these companies are able to present the right kind of ad, to the right customer at the right time.
The ads are able to follow them across the Internet and onto the platforms that they would normally use. This is possible because it is possible to track and analyze the customer's behavior once they interact with the ads and with the pixels placed on the site of the advertiser so retargeting actions can be organized.
Pixels are basically tracking codes that are placed on the site of the advertiser and on its booking engine so they can track if the customer, after landing on the homepage, is going to check for more information on other pages or if there is a conversion.
As previously stated, the pixels on the site are also what allows those companies to retarget the users. If the customer viewed the site, browsed, but then left the site without converting, the algorithm will be able to re-propose the ad to the customer at a better time, maybe when they're looking for further information in third party sites, and convince them to convert.
The big difference in quality between Sojern, ADARA and NextRoll is the quality of the data that comes through the companies that they partner with. According to their official sites, ADARA and Sojern would be more travel based, while NextRoll is proposing its solutions to a wide variety of businesses including travel related businesses.
This is a way Big Data can be elaborated to give a more tailored approach for the customers and differentiates between different travelers, offering them a more custom-tailored approach and a unique experience.
Author: Rory Dignam
Hi Rory while reading your blog I was thinking of Netflix where user has power, watch programs on his or her demand and when he or she wants it and that preferences are further used to expose more choice based programming.
ReplyDeleteIn this day and age where consumers are bombarded with messages and advertisements, there is of course lot of noise as consumers are interrupted. Obviously, a clever way to to interest them are with ads that at least match their preferences and interest. With Big Data and technology platforms that you have mentioned certainly do that and will be big advantage for the companies that avail them.
I like the way Blog lays that out defining features and the benefits of each platform and how they can be useful. Any tools that can improve productivity and conversion is worth the cost.
Comment By-Sultan Nazir
DeleteHi Rory, great to learn about these data companies, Sojern, ADARA & NextRoll. It was fascinating to learn about pixels and how they are used to track and place ads with customers who visit. I really like the initial image you use in your blog and how you break down information about all three online travel platforms. These three companies seem to compliment google travel insights, so interesting to learn about these platforms track peoples digital foot prints. How does that work with GDPR? as I'm learning that google analytics is having issues in Europe currently collecting data from people? love to know more about this three platforms and how businesses sign up? are they free? or what costs involved to a business? What information to they gather from the anonymous potential customer? is it that they just get to see where they go after landing on the specific site that the app is on? As you can see I'm intrigued to learn more about this evolving high speed industry thanks to your insightful blog tks Diane
ReplyDeleteRory thank you for the great informative text. You have done a deep and extensive analysis of the topic you were writing about. I wasn't familiar with Sojern, Next Roll companies/platforms before reading this text. You explained their importance for the travel/tourism industry very well. Our travel company can benefit majorly by using this, and we will since you introduced these concepts to us. Big data is of utmost importance for any type of industry nowadays. Companies like ours. Should and will focus on Big Data in proper way to benefit our business same way we are using Google Analitics as we discussed in previous posts. Thanks Rory.
ReplyDeleteHi Rory, I learned a lot of new information from your post and I like how concisely and structured you presented this information. I also never heard about this three companies before: Sojern, ADARA & NextRoll and it was very beneficial for me to learn this information. Sounds like this companies which is offering programmatic technology solutions can play a really important role in big data analytics for travel industry.
ReplyDeleteI agree with you about importance of Pixels. For example if companies is running ads on Facebook / Instagram platforms they can set up Pixel Facebook, which will allow them to create audiences by people who interacted with website or did some conversions to run retargeting. Also there is an option to create a lookalike audiences and show relevant advertising to people with similar interests and behavior to existing clients. Thank you! Ksenija Karpezo