MALT KLEIN
JON PICKLES
HARRY HASTINGS
conversion, repeat etc. Their strategy is not so much to recall brand, it’s to be in the right place at the right time and move on. It is an expensive strategy but if you get it right it works. “Of those that have very heavily relied on TV, like Trivago, I
don’t know how much they spend on Google, perhaps less, but their strategy is let’s dump all this money in TV and get brand recall so we don’t have to pay the ‘Google tax’. “The people who are in the middle have an issue; you’ve got to be in one camp or the other.”
THE ROLE OF DATA AND PERSONALISATION Klein said: “There’s a difference between just trying to report on data and using data in a predictive modelling fashion. “Going to a big data company to get them to help you
understand your data is different to how you use the data to monetise off your investment. “It starts with understanding your data because you can’t
get to the second part if you don’t. Most people just think understanding your data is the end when, in reality, it’s just the beginning.” Parnwell said: “There’s a lot of data out there and I don’t
think travel as a vertical has got to grips with it, not only utilising it but distributing it for a better customer experience. “We work with all retargeting companies and they are all
good, it works very well, but it could work so much better. It’s a very one-size-fits-all approach. “They approach retail exactly as they approach travel but
travel has so many different permutations. They’re very good at saying ‘you’ve seen this, I’m going to show it to you again’, but it’s not date specific, board specific or passenger-type specific. There’s massive room for improvement in that area because it’s quite primitive at the moment. “We see building a travel-specific retargeting platform as a
massive opportunity. The key to personalisation is showing consumers intelligent recommendations based on what they’ve seen.” Gajria added: “Collecting data isn’t an issue today. It’s
whether you look at your data and say ‘now I’m going to do something with it’, or whether you go back to your problem statements and say ‘what’s my data telling me?’ “I’m not sure the industry is ready yet to outsource this
data stuff. A lot of people feel this is their crown jewels and that’s where the answers lie and they want to find the answers themselves and do something clever before anyone else does it. “I wonder how much the industry is ready to say let’s open
the floodgates and make it open source and figure this out together. I reckon there’s still going to be a lot of this closed-door work, for a while at least. It would be better for all of us if the whole world had everyone’s data – I’m sure the answers would come much faster. But we all feel we have enough and some of the answers are in there. “I’m not suggesting let’s flood each other with each other’s
data. It can be a double-edged sword. You have a customer and say ‘do you want us to personalise your experience?’ and they say ‘yes’, but you do and they flip out.” Roche said: “Personalisation is not good in any industry
“A PHONE CALLCONVERTS THREE TIMES BETTERTHANA WEB LEAD”
and definitely not in travel because how do you cluster people? It’s very difficult. There’s not anywhere near enough insight into customers’ data to have real personalisation. “Broad-brush averages don’t work, so the problem is to
find out how to cluster customers, and some of the best brains in the world haven’t got there yet.”
TRAVOLUTION.CO.UK — FEBRUARY 2015 — 41
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