![]() We don’t have to look too far beyond the first-party data we gather. “As the biggest travel website in the world, our first-party data is just immense. Tripadvisor continuously uses these insights to assess who to target and whether its messages are working for these target users. ![]() Defining who to target through first-party dataįirst-party data highlighted which users were in the browsing phase, i.e., looking at competitor destinations, but were yet to make a booking. First-party data, AI, and a simple real-time survey all played a part in aligning these two components to ensure a powerful audio experience was delivered. It was an iterative process to establish who Tripadvisor was targeting and what voice-activated marketing it should target them with. Beginning with Orlando and Abu Dhabi, the two pilot partners, the team assessed what audio experience potential customers might enjoy for the destination. Tripadvisor wanted to make voice activation a crucial part of the overall user planning journey. Actionable analysis How Walgreens Boots Alliance rebuilt for first party data.Case Study Turning TikToks into book sales: Penguin Random House's influencer marketing masterclass.Brand awareness Upper funnel personalization: Kaiser Permanente's path to positive recall.Brand awareness Mastercard's multisensory marketing: A masterclass in sonic branding.
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