Personalization & Customization: Pre - Arrival Enhancing the User Experience For Fun & Profit Adele Gutman Milne | VP Sales, Marketing & Revenue – Library Hotel Collection Bill Linehan | EVP & Chief Marketing Officer – Red Lion Hotels Robert Cole | Founder – RockCheetah Image Credit: Paul L Dineen (cc | flickr)
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Personalization & Customization – Pre-Arrival | Enhancing the User Experience for Fun & Profit
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Personalization & Customization: Pre-ArrivalEnhancing the User Experience For Fun & Profit
– Inviting Travelers To Customize Their Experience
– Preparing Your Team to Build Lasting Relationships
Demographics versus Behavioral Signals
• Demographics– Quantifiable Characteristics Given to a Population (Who)– Example: Location, Income, Gender, Race, Age, Education– Helpful for Seeking Lookalike Audiences
• Behavioral Signals– Different from Profile Data – Focus On Customer Intent (What)– Example: Specific Web Pages Visited & Actions Taken Online– May Involve Machine Learning/Predictive Analytics in Real-Time
Image Credit: Stuart Boreham (cc | flickr) Robert Cole · RockCheetah | 3
Customization versus Personalization
• Customization– Explicit Signals - User Indicates Specific Preferences
– Example: Search for 2 Adults & 2 Children
– Adapt Experience Based on Individual Behaviors
• Personalization– Implicit Signals – Based on Behaviors of Particular Group
– Example: Post Snowstorm Best Offer & Timing
– Anticipating What People Want, Without Being ToldImage Credit: James Cridland (cc | flickr) Robert Cole · RockCheetah | 4
A/B versus Multi-Variate Testing
• A/B Testing– Compare Two Options
• A: Photo of Family at Pool | B: Photo of Family at Dinner
• X: Call to Action “Learn More” | Y: Call to Action “Save Now”