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Oracle Data Cloud Blog

Finding the right 3rd party data to reach travel audiences

The evolution of digital consumerism has given rise to online travel agents (OTA’s), increasing consumer demand and drastically changing the way customers book trips. More than ever before, digital savvy customers are exposed to more travel options.

This increase in information sharing has caused a shift in the buyer consideration process. Historically, customers focused on product, price, and limited in-network feedback to make a purchase decision. Now, the buyer consideration journey has drastically widened, and customers are focusing on a range of needs (such as product, price, and feedback) that now include subcategories such as user experience, customer service, convenience, and quality.

As marketers, we have a small window of opportunity to speak with customers, and it is important that we make every interaction count. Many marketers are leaning in on data to help create personalized messaging in their digital campaigns. With over 500+ terabytes of data collected daily, data has become over saturated. The industry has had a rapid rise in the ability to collect data but it has not been matched by the ability to support, filter, and manage data, leaving many marketers confused about the types of data available and what the right data is for a brand’s digital campaign strategy.

While there are many flavors of data for travel marketers to leverage, here are some categories of data that will help brands increase consumer engagement.

  • Behavioral Data: Data that enables targeting based on a user’s previous web browsing behavior. By placing a cookie on a user’s browser, various manners are collected - including websites visited, page views, clicks, downloads, and video completions.
  • Demographic Data: Adds a layer of demographic attributes to consumer profiles including age, gender, income, marital status, and size of household. Segmenting based on demographics is one of the most common ways to group and target audiences with similar attributes.
  • Contextual Data: Enables targeting based on the content viewed by the user. Both the content and keywords displayed on the page are captured. Contextual data is most effective for marking a consumer’s present web behavior and aligning ad messaging to the content they’re viewing.
  • Geographic data: Provides information on “where” your customers are. Geographic location is pivotal in aiming for specific regions, specifically for global brands that tailor local promotions for each market.

For marketers, the benefits of using 3rd party data to personalize messaging are immediate. With 3rd party data, marketers can seamlessly integrate experiences for real time buying consideration shifts. Advertisements can be tailored towards historical data and predictive behavior to better understand the next steps a customer may take before purchasing. Many customers are at different points of their buying journey, and the marketing sent to them should reflect that.

Reach travel audiences - contact The Data Hotline.

About Tamara Scarlett

Tamara Scarlett is currently leading the Travel vertical at Oracle Data Cloud.  At Oracle, Tamara leads growth and adoption of Oracle's suite of Data Cloud products for the Travel and Finance verticals, working closely with key brands such as Hyatt Hotels, Delta Airlines, American Airlines, and Discover. Focused on the intersection of data and content, Tamara is dedicated to driving business results through the development of holistic, data-driven, and innovative cross-platform marketing solutions. Outside of work, Tamara is passionate about travel, cooking and her family.

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