Lastminute.com Group takes new approach to reaching audiences - Marco Corradino, Lastminute.com at FrosmoX16

A quite different travel company….

September 2016marco corradino

marco corradino

The Integration: combining our identities

✓Entrepreneurial culture✓Fact-based attitude and fast decision making

processes✓Technology focused✓Digital / quantitative marketing✓Lean / efficient cost structure

✓Structured processes culture✓Brand & PR marketing focused✓Commercial & procurement buying /

relationship management✓Media / advertising monetization

Consumer Brand CompanyDigital Marketing Company

marco corradino

ComprehensiveTravel Offering

A new model: evolving our way of doing...

Travel Business

Integrated Media Platforms

Media Business

✓ Focus on products

marco corradino

We’ve just started…

marco corradino

Shared MediaOwned MediaINNER AUDIENCE OUTER AUDIENCE

Earned Media Paid Media

Owned web properties lastminute Group on Facebook, Twitter, etc..

The visibility we can get from media partners - both professional and influencers

THIRD PARTY MEDIAboth media we have to pay to be seen and media that pay us to show our content

Think P.E.S.O. = Paid-Earned-Shared-Owned

marco corradino

The shift: moving from impressions to audience

Mktg tech framework

marco corradino

Shift the curve

PersonalisationProgrammatic

Marketing AutomationReal-Time

A.I

Strong BrandsGreat contentNew Products

Disruptive ServiceNew Value Proposition

Optimise the curve Extend the curve

New revenue sourcesNew monetization model

New metricsMarketplace approach

Trading desk technology

Performance mktg Brand and content mktg Sales and Adv. solutions

Our structure: how we are organised and why

marco corradino

marco corradino

We connectwith travellers beyond just booking

Day 1

Month 3

Browsing

Jet Cost

OTA

Audience re-marketing Audience

re-marketing

CONSIDERATION & INSPIRATION

COMPARING

BOOKING

ATTHE AIRPORT

ONHOLIDAY

BACK HOME

Audience re-marketing

marco corradino

We know where Europe travels. We know what Europe loves.

marco corradino

Shift the curve

PersonalisationProgrammatic

Marketing AutomationReal-Time

A.I

Strong BrandsGreat contentNew Products

Disruptive ServiceNew Value Proposition

Optimise the curve Extend the curve

New revenue sourcesNew monetization model

New metricsMarketplace approach

Trading desk technology

Performance mktg Brand and content mktg Sales and Adv. solutions

Our structure: how we are organised and why

marco corradino

marco corradino

Insert Go Getters Video

marco corradino

Tier 1: £300k - £450k ● Product placement throughout the series● Bespoke digital edits ● Branded end slate on digital edits● Non exclusive rights to shortform highlight edits

Airline: Location specific, branded tickets, shots of planes, in flight filming

Eurostar: Used in each episode to get into Europe quickly

Auto Manufacture / Rental: Cars used by teams to travel across land to key locations, Placed car shots, In car cameras, Showcase of cars features

Tech Brand / Watch Brand / Personal Health Tech: Placed shots of smart phones in action as teams receive clues and GPS updates. Phones also used to capture digital video diaries and social assets

Audience: selling our format

marco corradino

Shift the curve

PersonalisationProgrammatic

Marketing AutomationReal-Time

A.I

Strong BrandsGreat contentNew Products

Disruptive ServiceNew Value Proposition

Optimise the curve Extend the curve

New revenue sourcesNew monetization model

New metricsMarketplace approach

Trading desk technology

Performance mktg Brand and content mktg Sales and Adv. solutions

Our structure: how we are organised and why

Showing the right landing page according to the traffic source

The starting point was a hypotheses

Hypotheses: a cleaner landing page would result in a higher conversion rate

Frosmo designed a test to analyze the results of a SEM campaign

• The test was active from June 7 to July 1, 2016 in France• The traffic was divided between 2 new and the original layout

Lastminute.com invested in a SEM campaign to drive traffic to the site

• Risk: Frosmo was directly affecting the booking tab - if any delays or other problems would arise, the marketing investment as well as customer revenues would be lost

marco corradino

The 3 different layouts were used

The original layout

Test layout 1

Test layout 2

marco corradino

We have a winner: test layout 2!

•Test layout 2 has a higher conversion rate & a higher revenue after click.

marco corradino

The test results surprised us

• Layout 1 had a higher CTR (87,15 %) compared to layout 2 (83,99 %)

• Layout 2 has a higher conversion rate after click than layout 1 (1,39 % vs 1,04 %)

• It also has a higher revenue after click (total €: € 27,475.58 vs € 25,154.02)

• The original layout performed lower than both of the new layouts in both tests.

Lesson learn: the less content shown, the higher the conversion and revenue

after click

marco corradino

What was learned

• It pays off to test your hypotheses

• Frosmo give us the ability to implement modifications fast allows taking risks

“In being able to make quick UI modifications Frosmo helped Lastminute.com to get new valuable insights in order to improve

their landing pages.”

marco corradino