Guiding consumer insights to build audiences, optimize marketing campaigns, collect data, and utilize life moments…

Eric Bamberger, SVP of Hospitality for IgnitionOne (an award-winning Customer Intelligence Platform enabling marketers to understand, value and engage with their customers in real-time), joins “Fashion Is Your Business” podcast hosts Pavan Bahl and Marc Raco on location at the IgnitionOne Summit in New York.

In this episode:

• Data has always been important to travel and other lifestyle industries
• Bigger companies operating with legacy systems, making consumer insights difficult
• Department of hospitality, organizing data, making it effective with clients
• IgnitionOne has a fundamental understanding of the customer journey
• First party data – the data a company can personally aggregate from their site, most companies don’t even know what to do with this data much less integrating third party data
• Connecting with CRM files
• Starting with cookies, using tags, create a scoring algorithm
• Processing in real time, which gives a leg up on others
• Working primarily with enterprise customers, larger hotel chains
• Reading macrotrends, such as oil and gas mining in Texas relating with a hotel occupancy standpoint, adjusting strategies to react on trend data
• Messaging vs. using data to drive direct bookings
• Loyalty is less important, more about saving money
• IgnitionOne’s proprietary scoring algorithm, custom machine learning algorithm for each customer, get high accuracy prediction on propensity to convert, which then leads to bidding decisions
• Platform, ads, the spend used defending brands—-generic type key words for searches
• Everything can be an acquisition channel with the right conversion strategy
• Ad experiences in personalization
• Considering trends in social platform use related to driving spend and conversion, and searching for all inventory sources
• The relevance of apps
• New data impacts each consumer visit, various sources of info for strategy in connecting uniquely to that person
• The wins in digital marketing that are possible with real effort

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