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Today there is little difference in the powerful planning and communication tools available to both leisure and business travelers. In this Tnooz-Sabre Travel Network FREE webinar you will hear how policy, profiles, mobile, and content are shaping new types of traveler customization. Learn first-hand about forward-looking thought leadership addressing business travel personalization, traveler preference frameworks, and interactive technology that is shaping the new customer experience management (CXM) frontier. Over the course of the 60-minute show, you will also see examples of B2C and B2B personalization enabled by internet, SaaS, and IT providers that will allow you to address evolving challenges and opportunities and stay ahead of the technology curve. Panelists for our 60-minute webinar were: Rick Bradberry, director NAM marketing, Sabre Travel Network Matt Beck, director of solution consulting and strategy, Rearden Commerce Kevin May, editor and moderator, Tnooz Gene Quinn, CEO and producer, Tnooz
Citation preview
Beyond B2C: how new technology enables
personalization in business travel
Webinar15 August 2013
K
Kevin MayEditor & Moderator
Gene QuinnCEO & Producer
Your hosts
K
Rick BradberryDirectorNAM MarketingSabre Travel Network
Matt BeckDirector, Solutions ConsultingRearden Commerce(now dba Deem)
Your panelists
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BeyondB2CHow new technology isenabling personalizationin business travel
Rick Bradberry
Director
NAM Marketing
Sabre Travel Network
n
Matt BeckDirector
Solutions ConsultingRearden Commerce(now dba Deem)
with
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per·son·al·ize
v. 1 : To make personal or individual; esp : to tailor to one’s own needs 2 : to customize software and technology settings based on one’s preferences
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mer·chan·dis·ing
n. 1 : The planning and promotion of sales by presenting a product at the proper place and with the proper price to the right customer 2 : designing a user experience that facilitates the buying and selling of services; esp : to promote targeted or customized offers
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B2CSupplier (seller)
Consumer(buyer)
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B2C Personalization
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9
Connecting Buyers and SellersWith Relevance
Two sides of the same coin
Buyers
Receive the most relevant offers
A hybrid predictive model scores each active deal for each
consumer
Starts with demographic inputs
“Defers” to user response inputs over time
Sellers
Reach buyers who are most likely to purchase
Score every US Metro, then Census Tract
for “target richness”
Overlay retail merchants
Score them based hyper-local proximity to target rich hyper-
localities
Deem Offers Relevance: Hybrid Machine-Learned Personalization
From user’s email opens, clicks, offer page views, & transactions…
timeAs user-specific response data accumulates over time…
Dem
ogra
phic
inpu
tsB
ehav
iora
lin
puts
…the user’s actual responses eclipse his demographics
gender
email domain
region
distance from merchant
category/sub-category
price point
dollar discount
percentage discount
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Tools to Determine Relevance When Making Offers
SuppressionSending no deal is better than a bad deal
ReplacementKeep a pool of replacement dealsBetter alternative to suppression
AugmentationDisplay additional content in daily emailsRelated, varied, history-based targeting
Calendar OptimizationAnalyze user behavior and computes affinitiesTells operations what to schedule within marketplace
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Determining Relevance - The Daily Match File
Use Cases
Who should receive Offer X?
Which active offers are the best match for User Y?
Explanation codes show the driving factor behind the affinity, e.g., “We recommended this deal to you because you’ve shown interest in [category] before.”
The Matches File
userID dealID affinity explanation
HR1001204 19313 0.063 category
HR1001240 3390 0.165 price
HR1001240 18443 0.164 price
HR1001240 18433 0.164 price
HR1001240 1326 0.164 price
HR1001240 3030 0.163 saving
HR1001240 19323 0.163 saving
HR1001240 19273 0.114 percentage
HR1001240 19413 0.114 percentage
HR1001240 19313 0.114 saving
HR1001240 19523 0.114 percentage
HR1001240 19173 0.073 category
HR1001240 2325 0.073 category
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Supplier (seller)
Employees (user)
B2BCategory manager(buyer)
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Employee Profiles
Category Management
Budgets and Expenses
Compliance Supplier Agreements
Company policies and practices
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B2B PERSONALIZATION
has a GREATERNUMBER of
CONSTRAINTS
THAN B2C
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Quality / Quantity Price
much more for more more for the same
Quality / Quantity Price
the same for less less for much less
PriceQuality / Quantity
PriceQuality / Quantity
What buyers are trying to achieve
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Quality / Quantity
Price
more for less!
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Employee Profiles
Category Management
Budgets and Expenses
Compliance Supplier Agreements
Business travel policies and practices
Travel Policy Definition and
Application
Preferred Suppliers; Negotiated Extras; Volume and Share
Commitments
Budgets; Expense &
Reimbursement Processes
Travel Program Management; Duty of Care;
Traveler Satisfaction
Traveler Profiles; Profile Management
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TRAVEL
CONTENT has
EVOLVED BEYOND
FARES and SCHEDULES
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Where airline contracts are headed
10101010100100010101010101001000100010101101110101010011010110111100100101011010101010010101010110111010101010010101010010010101010101010101010100101010100101010000110010101001010110010101010110111010101010010101010010010101010101010101010100101010100101010000110010101000010101010110111010101010010101010010010101010101010101010100101010100101010000110010101001010110010101010110111010101010010101010010010101010101010101010100101010100101010000110001010010001010101010100100010001010110111010101001101011011110010010101101010101001010101011011101010101001010101001001010101010101010101010010101010010101000011001010100101011001010101011011101010101001010101001001010101010101010101010010101010010101000011001010100001010101011011101010101001010101001001010101010101010101010010101010010101000011001010100010100101010101101110101010100101010100100101010101010101010101001010101001010100001100101010010101100101010101101110101010100101010100100101010101010101010101001010101001010100001100101010000101010101101110101010100101010100100101010101010101010101001010101001010100001100101010010101100101010101101110101010100101010100100101010101010101010101001010101001010100001100010100100010101010101001000100010101101110101010011010110111100100101011010101010010101010110111010101010010101010010010101010101010101010100101010100101010000110010101001010110010101010110111010101010010101010010010101010101010101001010100001100101010000101010101101110101010100101010100100101010101010101010101001010101001010100001100101010010101100101010101101110101010100101010100100101010101010101010101001010101001010100001100010100100010101010101001000100010101101110101010011010110111100100101011010101010010101010110111010101010010101010010010101010101010101010100101010100101010000110010101001010110010101010110111010101010010101010010010101010101010101010100101010100101010000110010101000010101010110111010101010010101010010010101010101010
Declared Observed Inferred Actual
What they say they want
What they search for
What they may be interested in
What they ultimately chose
Source: Bradberry, Rick. “A Fare Deal: How to Incorporate Ancillaries, Merchandising, and Personalization into Corporate Air Deals.” Ascend Magazine, 2013 Issue No. 1. http://www.ascendforairlines.com/2013-issue-no-1/fare-deal.
Four Types of Traveler Preferences
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Corporate Travel PolicyProcurement Best PracticesPreferred Airline Contracts
Declared Observed Inferred Actual
Traveler and Corporate Preferences
Source: Bradberry, Rick. “A Fare Deal: How to Incorporate Ancillaries, Merchandising, and Personalization into Corporate Air Deals.” Ascend Magazine, 2013 Issue No. 1. http://www.ascendforairlines.com/2013-issue-no-1/fare-deal.
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Understanding how buyersprefer to buy and how sellers prefer to sell is at the heart of understanding the future of contracts.
“
”Source: Bradberry, Rick. “A Fare Deal: How to Incorporate Ancillaries, Merchandising, and Personalization into Corporate Air Deals.” Ascend Magazine, 2013 Issue No. 1. http://www.ascendforairlines.com/2013-issue-no-1/fare-deal.
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Published Airfares
Published Ancillaries
Airline Branded
Fares
Airline Bundled Fares
Airline Selling Preferences
Source: Bradberry, Rick. “A Fare Deal: How to Incorporate Ancillaries, Merchandising, and Personalization into Corporate Air Deals.” Ascend Magazine, 2013 Issue No. 1. http://www.ascendforairlines.com/2013-issue-no-1/fare-deal.
Airline Branded Bundles
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Airline Selling Preferences
Corporation Buying Preferences
Discounted Airfares
DiscountedAncillaries
Company Branded
Fares
Company Bundled Fares
CompanyBranded Bundles
Source: Bradberry, Rick. “A Fare Deal: How to Incorporate Ancillaries, Merchandising, and Personalization into Corporate Air Deals.” Ascend Magazine, 2013 Issue No. 1. http://www.ascendforairlines.com/2013-issue-no-1/fare-deal.
Published Airfares
Published Ancillaries
Airline Branded
Fares
Airline Bundled Fares
Airline Branded Bundles
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Airline Selling Preferences
Corporation Buying Preferences
Source: Bradberry, Rick. “A Fare Deal: How to Incorporate Ancillaries, Merchandising, and Personalization into Corporate Air Deals.” Ascend Magazine, 2013 Issue No. 1. http://www.ascendforairlines.com/2013-issue-no-1/fare-deal.
Discounted Airfares
Published AirfaresPre-defined
Merchandising
Policy-compliant Merchandising
Contract
Creation Measurement
Management
DynamicPolicy-driven
Merchandising
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PERSONALIZATIONNEEDS to beBALANCED withCOMPANY
OBJECTIVES
10101010100100010101010101001000100010101101110101010011010110111100100101011010101010010101010110111010101010010101010010010101010101010101010100101010100101010000110010101001010110010101010110111010101010010101010010010101010101010101010100101010100101010000110010101000010101010110111010101010010101010010010101010101010101010100101010100101010000110010101001010110010101010110111010101010010101010010010101010101010101010100101010100101010000110001010010001010101010100100010001010110111010101001101011011110010010101101010101001010101011011101010101001010101001001010101010101010101010010101010010101000011001010100101011001010101011011101010101001010101001001010101010101010101010010101010010101000011001010100001010101011011101010101001010101001001010101010101010101010010101010010101000011001010100010100101010101101110101010100101010100100101010101010101010101001010101001010100001100101010010101100101010101101110101010100101010100100101010101010101010101001010101001010100001100101010000101010101101110101010100101010100100101010101010101010101001010101001010100001100101010010101100101010101101110101010100101010100100101010101010101010101001010101001010100001100010100100010101010101001000100010101101110101010011010110111100100101011010101010010101010110111010101010010101010010010101010101010101010100101010100101010000110010101001010110010101010110111010101010010101010010010101010101010101001010100001100101010000101010101101110101010100101010100100101010101010101010101001010101001010100001100101010010101100101010101101110101010100101010100100101010101010101010101001010101001010100001100010100100010101010101001000100010101101110101010011010110111100100101011010101010010101010110111010101010010101010010010101010101010101010100101010100101010000110010101001010110010101010110111010101010010101010010010101010101010101010100101010100101010000110010101000010101010110111010101010010101010010010101010101010
Creating Personalized Travel Offers
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Personalizing the Business Travel Experience
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TruTrip℠
FOR TRAVELER
FOR TMC OR AGENCY
FOR CORPORATION
TruTrip syncs mobile, online, and offline itinerary elements – offering 360° trip insights for travelers, agencies, and corporations
Pachinko Personalization
Pachinko Personalization “You can observe a lot just by watching.” –Yogi Berra
Has
Wire
less
Inte
rnet
Has
Air
Con
ditio
ning
Has
Poo
l
Is N
ear G
olf C
ours
e
Has
Spa
Is N
ear A
irpor
t
Composite Hotel
11 0.5 0.25 0.5 0
Has
Com
fy B
eds
Has
Hel
pful
Sta
ff
SemanticallyInferred Features
1 0.25
Each model is calculated offline and populated in batch. The Relevance Engine can be indifferent to how the model was developed; it simply needs an answer in response to its query.
How are the models developed? Example: John Smith traveling to Chicago, the tiered approach…
How Complex Models Are Developed
Amt ofInfo We Have
Lots
Non
e
Increasing Predictive Power
most popular hotels in Chicago
f(all hotels ever booked by Smith and his segment)
f(all Chicago hotels ever booked by Smith)
f(all hotels ever booked by Smith and his surrogates)
f(all hotels ever booked by Smith)
thresholds
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Total Customer Experience Management
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PERSONALIZATION
will BECOME
INCREASINGLY
EMBEDDED in
B2B SOFTWARE
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Mobile marketing and 1:1 personalization
Messaging
Browsing
Downloading
Proximity
Content
Voice
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MOBILE
is the NEW
PERSONALIZATION
FRONTIER
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B2B personalization has a greater numberof constraints than B2C
Travel content has evolved beyond fares and schedules
Personalization needs to be balancedwith company objectives
Personalization will become increasingly embedded in B2B software
Mobile is the new personalization frontier
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What does the future hold?
K
Q & A
K
Replay and presentation from today’s webinar will be available at www.tnooz.com
Please send your questions to [email protected]
K
Thank you!
