Title: Travel and Aviation Marketing Automation and Omnichannel Travel
1Omni-Channel DigitizationMarketing Automation
Platform
2Agenda
3Current Trends in Travel
4Booking Through Various Channels
Source http//www.webintravel.com/2-3-hong-kong-t
ravellers-use-multi-devices-book-flights/
5Role of Omni-channels in Ticket Booking
Source http//www.webintravel.com/2-3-hong-kong-t
ravellers-use-multi-devices-book-flights/
6Digital Travel Sales Growth
7Conversion Rates for Real-time Offers
8Digitization Trends in Travel
Source http//www.e3.co.uk//media/files/pdfs/tra
vel_trends_whitepaper_2015.ashx
9Omni-Channel Marketing in Travel
10Use Cases in Travel/Aviation
11General
- Omni-channel engagement across Mobile, Web,
Social etc. - Deep Analytics and making the Big Data actionable
- Tracking user behavior across channels and taking
action either on demand or campaign based - Identify which channel is more effective Web,
Mobile - Integrating offline, legacy, transaction data
with data generated through new age devices to
launch new use cases and campaigns - Launch new use cases and campaigns in days
weeks - Ability for Business/Marketing team to launch
campaigns without having any dependency on
Development team - Monitor effectiveness of campaigns
12Gamification
- People mostly travel with their
family/friends/colleagues, maintain buddy lists
and notify the users when their buddy/relative
lands or on successful flight take off - Give badges to frequent flyers such as
globetrotter, nomad, explorer based on their
number of flights taken - Badges could also be given based on the
destinations, for instance give the badge called
Vasco da Gama if a customer visits all the places
Vasco da Gama has been - Give traditional makeover to the avatars of the
customers as they travel to new states or
countries - Enable gifting of tickets/packages to loved ones
or colleagues/employees as rewards - Social leaderboards could be created collectively
based on the number of flights taken and the
number of badges achieved
13Engagement
- Suggest users for flights based on their history,
bookings and interests - Notify users about their boarding time or when
the check-in is about to close - Enable users to ask and get status of flights
through Twitter - Automated notifications offering add-on services,
last minute class upgrade offers - Location based notifications whenever a new
flight starts on the home route of users - Collect surveys from the customers post their
journey - Launch campaigns offering attractive deals on
food choices prior to boarding
14Prediction Analysis
- Decrease financial turbulence, keep an eye on
travel trends and take pre-emptive actions to
keep things under control - Analyze the behavior, type of flight taken, kind
of places visited and predict the next travel
period of the customers to target them with
tailored offers - Get repeat business by suggesting new places to
visit, personalized packages according to their
expenditure bracket with predictions
15Partner Integration
- Expose your protected resources as APIs to be
consumed by internal apps and partner apps - Manage employee training lifecycle and keep track
of all the important metrics - Foster relationships with yours partners by
allowing them to have a secure access to a
holistic view of the information such as
bookings, traveler data, ticket price trends,
seasonal demand and the type of inquiries among
other things
16ShepHertz App42 Platform Overview
17Why ShepHertz
- - One Stop solution
- Omni-channel Platform Supports 18 Native
Platforms - Big Data - Leverage Real time data generated by
New age devices as well offline - Time To Market - Launch use cases in hours than
in weeks - End-to-End Solution - Single provider which
offers you all the services with committed SLAs
and transparent/predictable pricing - API driven so existing investments does not get
wasted. - Dependency of CMOs, Marketing Product Heads on
Tech is removed - Expose protected resources as APIs To Partner
Apps and systems - Deployment Model Public, Dedicated, Hybrid
OnPremise
18(No Transcript)
19Continual Transformation Environment to build
Omni-Channel Apps
Launch Use Cases Campaigns on Omni-Channels
Mobile, Web, Social, IoT, Wearables, TV,
Kiosks/ATMs
Backend API Services
Gamification
Automation Actionable BigData
Integrate with other Apps by Exposing APIs
Big Data
App Behavior
Legacy Apps
Real Time
Offline
Transactional
External Apps
Unstructured
20Challenges Constraints
Need to interface with multiple Cloud Service
providers
In context seamless transition of consumers
across Omni- channels
Leveraging BigData - User Acquisition, Retention,
Engagement Conversion
Leverages Compliments their legacy applications
Ever increasing customer expectation Expects
new services in weeks
21App42 Cloud API - Services
22Actionable BigData- Everything you need to grow
your App
23App42 API Gateway Comprehensive API Management
24Verticals
25Server Locations
26ShepHertz App42 Platform Deep Dive
27App42 Cloud Ecosystem
800 APIs 30 Cloud Services
Actionable BigData
Realtime Messaging System
API Management
IaaS Providers IBM, vCloud Air, AWS, Azure
Hybrid
Enterprise OnPremise
28Real-time Actionable Analytics
29App42 Actionable Analytics
30App Engagement and Retention
e.g. - Trigger In-App Message if a User stays on
a page for more than 30 seconds
31Behavioural Segmentation
e.g. - Users of Age 25 from New Jersey who
started the App today but did not make a purchase
Advanced Segmentation based on Multiple Events
and User Properties
32Event Based Achievements
- Create achievements based on certain events to
increase user recognition and easy engagement - Assign badges as soon as users do those events
- Get to be creative in the badge design and names
33Session Event Tracking
APP SESSION
DROP-OFF POINTS
EXIT POINT
ENTRY POINT
Send information on DEALS
Send RECOMMENDATIONS
Send information on OFFER S
Engaging the user during these in-session drop
off points based on real-time analytics
(Enhancing in-app Personalization)
Engaging the user at the exit point based on his
current session activity
Engaging the user at the entry point (can be
based on past session)
34Campaigns
- Run Ad Campaigns
- Set Real time In-App triggers to boost Conversion
- Run Retention Campaigns
- Schedule highly targeted Push Notifications
- Run Chain Campaigns to progressively bring Users
down the Sales Funnel
To run chain campaigns
- Another Event
- A/B Test
- Custom Code
- URL
35Dashboard
- Comprehensive Dashboard
- Customizable
- Daily Metrics Mails
- Deep dive based on interest
36Omni-Channel Dashboard
- Real-time App Installs
- Current Active Users
- Average Session Time
- Total current events
37Web Push Notifications
- Ability to Add Channels The greatest thing about
triggering the opt-in box to the user to click on
allow or block is that you can enable them to
choose the channels they would like to subscribe
to instead of opting for all the notifications. - User Segmentation In addition to enabling the
users to choose channels, you can also segment
them according to their demographics, behavior,
activities, device type, etc. This further
enhances your targeting and increases the
conversion of your push messages up to 75. - Push Automation It is difficult to send out web
push manually every time your user does any
desired event. With the ability of marketing
automation tools, you can create events that you
consider are important and you may go ahead and
create campaigns based on those events.
38Unified Notifications
- Target customers based on User Behavior, Events
Properties, Offline Data - Rich Notifications
- Classification of users Predictive
- Schedule
- Campaign Based
- Personalized
- A/B Test
- Geo Target/ Geo Fencing
- Configure Badge Sound
39Push Geo-Targeting Campaign Management
- Push Campaign for Geo Targeting
- Interactive map for selecting the users in a
particular location - Select Country, State, City to send targeted push
- Getting Geo location of various users and then
segmenting them to send targeted Push messages - Campaigns can be built for automated targeting to
the users on the specific geo locations
40Push Geo-Fencing Campaign Management
- Push Campaign for Geo Fencing
- Interactive map to select the multiple Geo Fences
- A fence can be as small as 50 meters (Close to
SBI Banks or ATMs) - Users can be targeted based on following cases
- Entering the fenced area
- Exiting the fenced area
- Dwelling inside the fenced area
41Define Multi-level Segmentation
42Insights Active Users (DAU, WAU, MAU) Set Goals
Get trigger mail
43Insights - Funnel Analysis
- Create user flows - track drop off points
Target - Get accurate analysis of the screens where users
mostly lose interest - Create specific campaigns to target them to move
them further into the funnel for increased
conversions
44Insights - Cohort Analytics Retention Marketing
- Track returning users with smart cohort analytics
- Analyze the days having majority of non-returning
users - Monitor the activities accordingly
- Plan personalized campaigns to bring them before
they churn
45Insights Avg. Session
46Insights Installs Un-Installs
47Campaign Push, InApp, Survey, Social Post,
Email, Virality, Lead Generation
48Campaign - Push
- Event based rich push notifications (include
HTML, images, sound and badges, videos) - Geo-target people with location based push
notifications - Create unlimited geo-fences across the world and
run campaigns on people entering, exiting or
dwelling for sometime in the fence - Run experiments on your push notifications with
A/B/n testing to try out different copies, CTAs
and graphics to see which one works best
49In-app referrals
- Implement growth hack in-app referral campaigns
without any coding effort - Choose among multiple sharing platforms
- Target users based on different segments to boost
user acquisition
50On Demand Targeting
51Effectiveness Compare Campaigns
52Predictive Analytics
Supports Classification, Regression, Anomaly
Detection, Clustering
- Features
- Increase Conversion, reduce Churn
- Define your Churn/Convert condition
- Bucket your customers into High, Medium or Low
likelihood of Churn/Conversion - Know your bucketed customers related activities
- Know your bucketed customers related user
attributes - Take preventive action on bucketed segments to
reduce churn or increase conversion - Identify Problem Areas
- Retain customer loyalty
Predict
Analyze
Target
- Define your Churn/Convert condition
- Get the users likelihood of Churn or Convert
- Know the reason of Churn or Conversion by
looking at similar customers related activities - Know the type of customers who are churning or
converting by looking at similar customers
attributes
- Target the segments by taking appropriate actions
- Send Push notifications, In-App Campaign or take
other actions to reduce churn or increase
conversion
53Prediction Analysis
54Remarketing - Facebook
Added to custom list based on in-app actions
User interacts with your app/web
Sees Remarketing ad on Facebook offering benefits
and suggestions
User leaves
Banner prompts that user to return to your app/web
Completes the activities or takes further actions
55Remarketing
56Thank You