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The Travel
Web Retargeting Service
Responsys' Most Powerful Offering
for Travel Marketers
Ted Wham
VP, Vertical Industry Solutions
Responsys
July 18, 2014
Safe Harbor Statement
The following is intended to outline our general product direction. It is intended for
information purposes only, and may not be incorporated into any contract. It is not a
commitment to deliver any material, code, or functionality, and should not be relied upon
in making purchasing decisions. The development, release, and timing of any features or
functionality described for Oracle’s products remains at the sole discretion of Oracle.
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
2
Program Agenda
1
What is the Travel Web Retargeting Service?
2
How is the T-WRS implemented?
3
What performance can be expected?
4
Example implementations and additional capabilities
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
3
What is the Travel Web Retargeting Service?
The Travel Web Retargeting Service
• A solution for Responsys’
eCommerce travel clients
• Tracks people and their
search, select, itinerary/
product detail view, and
purchase events as they
traverse your website
purchase path
• Enables short-latency
abandonment remarketing –
and more
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
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Primary objective:
Minimize the elapsed time between
search abandonment and when the
marketer can retarget the event via
email
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Time is money...
100
Index of Purchase Propensity
90
Typical Overnight
Batch System
80
70
60
50
40
30
20
10
0
Hours Since Browse Abandonment
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Time is money...
100
Index of Purchase Propensity
90
Typical Overnight
Batch System
80
70
60
50
40
30
20
10
0
Hours Since Browse Abandonment
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Time is money...
100
Index of Purchase Propensity
90
80
Responsys Travel Web
Retargeting Service
Typical Overnight
Batch System
70
60
50
40
30
20
10
0
Hours Since Browse Abandonment
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Example purchase path: Singapore Airlines
Home
• Website page where the customer
enters travel criterion
• May include “Product home
pages” for travel companies that
sell multiple travel products (for
example an OTA)
What can the marketer learn at page render:
Customer identity (for cookied customers)
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Example purchase path: Singapore Airlines
Search Results
• Listing of all saleable travel
itineraries that meet the identified
criterion
What can the marketer learn at page render:
The trip criterion passed from the search form
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Example purchase path: Singapore Airlines
Itinerary Select
• Page shown after the customer
has selected the itinerary that best
meets their needs
• Property detail pages, particularly
for hoteliers and OTAs, can also
serve a similar function
What can the marketer learn at page render:
The itinerary that meets the customer’s needs
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Example purchase path: Singapore Airlines
Information Collection
• One or more pages used to collect
additional information needed to
complete the booking such as:
• Seat selection
• Traveler information
• Payment details
What can the marketer learn at page render:
Not a lot of incremental actionable information
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Example purchase path: Singapore Airlines
Purchase Details
• Final restatement of the selected
itinerary with full pricing, traveler,
and payment details
• The last website page displayed
prior to purchase
What can the marketer learn at page render:
Clearer intent for the preferred itinerary
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Example purchase path: Singapore Airlines
Purchase Confirmation
• The page shown once the booking
is complete
• Success!
What can the marketer learn at page render:
The itinerary the customer has purchased
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Purchase path as a schematic
Home Page
Home Page
Search Results
Search Results
Itinerary Select
Itinerary Select
Itinerary Select
Itinerary Select
Information
Collection
Information
Collection
Information
Collection
Purchase
Details
Purchase
Details
Purchase
Details
Purchase
Confirmation
Purchase
Confirmation
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Purchase path as a schematic
Home Page
Search Results
Itinerary Select
Information
Collection
Purchase
Details
Purchase
Confirmation
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Purchase path as a schematic
Home Page
Search Results
Searchers
who Abandon
Itinerary Select
Selecters
who Abandon
Information
Collection
Purchase
Details
Purchase
Confirmation
Purchasers
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How is the T-WRS implemented?
The two sides of the T-WRS
The Listener
The Processor
• The T-WRS Listener is JavaScript
code supplied by Responsys to your
web development team
• Custom processes that create
meaning from the events and then
uploads them into Responsys
Interact as quickly as possible
• This code is integrated into your
purchase path to capture purchase
intent events and transmit them
back to Responsys as they occur
• End-to-end cycle time between the
last website page view and data
availability in RI is about 90 minutes
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The Listener
• Standard JavaScript gobbledygook
• To a marketer it may look like
hieroglyphics
• But to a website engineer it
shouldn’t be mysterious at all: it
looks like what they deal with every
day
<script type="text/javascript">
var
var
var
var
_riTrack;
_custIDCookieName = "riTrack_CustomerID";
_riAccountCode = '12345678';
_src = '';
function _riInit() {
_riTrack = riTrack.init(_riAccountCode,_src);
_riTrack.setCustIDCookieName(_custIDCookieName);
};
</script>
<script type="text/javascript" src="//wrs.adrsp.net/tstwrs/js/twrs.min.js">
</script>
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
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The Listener
• As an example here is the
JavaScript snippet we use to
capture a flight search request
• You can actually read the primary
itinerary criterion in the snippet:
Origin
Destination
Dep Date
Ret Date
SJC
PHL
02/03/2014
02/07/2014
var flightVrchEvt = _riTrack.Flight.createSearchEvent(searchId,
custId, itinType);
srchEvt.addSlice(
{
"orig_airport": "SJC",
"dest_airport": "PHL",
"dep_date": "02/03/2014",
"ret_date“: "02/07/2014",
"adults": 3,
"kids": 2,
"total_travelers": 5,
"fare_type": "points",
"seniors": 0,
"infants": 0,
"cabin_class": "BUSINESS",
"flex_no_days": 3,
"non_stop_preference": "true",
"refundable_fares": "false"
});
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
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The Listener
• An example of a hotel select event,
• This select is for the “San Francisco
Marriott Marquis” with a base
room rate of “189/night”,
denominated in “GBP”
var hotelSelectEvent = _riTrack.Hotel.createSelectEvent(
{
"customer_id" : “7846790",
"search_id" : “330968054",
"currency" : "GBP",
"hotel_id" : 18749,
"hotel_name" : "San Francisco Marriott Marquis",
"customer_rating" : “4.0",
"star_rating" : 4,
"number_cust_reviews" : 21,
"guests" : 1,
"adults" : 1,
"children" : 0,
"seniors" : 0,
"infants" : 0,
"airport_code" : "SFO",
"check_in_date" : "02/01/2014",
"check_out_date" : "02/04/2014",
"location_id" : “airport_SFO",
"location_keyword" : "SFO",
"number_of_rooms" : 1,
"hotel_class" : "SUITE",
"accomodation_type" : "SUITE",
"room_type" : "SUITE ROOM",
"lowest_avg_room_price_night" : 189,
});
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
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The Processor
• Matches searches to purchases
• Matches all events to people
• Applies a heuristic, based on similar
travel dates and/or locations, to
identify unique “journeys”
expressed in multiple searches
• Maintains marketability “state”
• Brews coffee for Responsys
Engineers! (OK, that one’s on the
enhancement list...)
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Example implementation and
performance expectations
Using the data
• An abandonment message
would definitely be in order
• Again, enabling short-latency
email abandonment
marketing is the primary
reason we built the T-WRS
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Using the data
• An abandonment message
would definitely be in order
• Again, enabling short-latency
email abandonment
marketing is the primary
reason we built the T-WRS
• And don’t forget to include
the all-important responsive
version for your mobile
users!
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So how does it perform? Events and People
• For every 1,000 searches on a travel website the T-WRS is able to match
from 150 to as many as 450 of those events back to a known customer
that is already in the Responsys Interact Contacts List
• Because customers often run more than one search per session, these
searches are coming from 80-110 unique customers
• And of those customers a surprising 80%+ are opt-in and deliverable
• The result? From every 1,000 searches on the website:
– Emailable audience
– Remarketable events
Worst Case
60 people
120 searches
Best Case
85 people
360 searches
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
So how does it perform? Transactions
• Transactions are, of course, the most
important metric
• Normalizing conversion rates across
multiple clients has been challenging
Show me
the money!
• We roughly estimate transaction rate
per unique email clicker at 5-8%
• Consider these rates directional only
• We can state that T-WRS enabled
abandonment messages are the
highest RPE messages our clients send
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What else can the T-WRS do?
Greatly enhance your mass newsletters
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Hyper-personalizing mass communications
• All of us send a base
newsletter that goes to a
large audience on a regular
cadence
• Let’s use Emerald Airlines as
our example
• It has nice eye-candy, but
low relevance
• You know – like most mass
newsletters!
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Hyper-personalizing mass communications
• To show what you can do
with abandonment data I
need to create some open
space on this example
• First let’s move the hotel
offer at the bottom of the
newsletter even lower (in
fact, below the screen
edge...)
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Hyper-personalizing mass communications
• ...now let’s shift some things
around:
• The eye-candy is pretty but it
isn’t specific to the recipient
• Low-relevancy content should
generally be deprioritized in
any campaign
• So let’s move it lower in the
design
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Hyper-personalizing mass communications
• ...whoops, gotta add one
more general offer (the
loyalty team is on my case!)
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Hyper-personalizing mass communications
• OK, now we’ve got it: the
same newsletter as before,
just rearranged
• So how can we use T-WRS
data to make it better?
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Hyper-personalizing mass communications
• Abandonment data makes
great newsletter content
• The T-WRS automatically
provides all searches where:
• The customer searched but
didn’t purchase...
• ...either in the same search
session or any future website
search session
• As long as the dates of travel
are still in the future
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Hyper-personalizing mass communications
• You can also optionally include
“Itinerary Unsubscribe”, a very
user-friendly type of opt-down
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Itinerary Unsubscribe is not natively built
into the T-WRS. However it is not hard
to add.
Self-service clients can build Itinerary
Unsubscribe themselves (we’ll show you
how). Or we can build it for you for as a
professional services project.
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Hyper-personalizing mass communications
• As an aside, obtaining current
dated prices for itineraries
searched in the past may be
challenging
• If you can’t get price data you
can always have a “Check
prices” call-to-action
• Or you can leverage our
“API Engine” travel service
and we’ll get prices for you
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Making a Check Prices claim adds no cost
If you want Responsys to get prices for
you, the API Engine is offered as an
additional service, not included in the
T-WRS
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How else can you use the data?
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The T-WRS sees all searches and purchases...
Example data sorted by customer and date of search...
CustID
Event Type
EventDate
TripType
DepIATA
ArrIATA
DepDate
RetDate
Price
123
Search
8/14/13 10:14
RT
SEA
SJD
08/22/13
08/25/13
284
123
Select
8/14/13 10:17
RT
SEA
SJD
08/22/13
08/25/13
310
123
Purch
8/14/13 10:22
RT
SEA
SJD
08/22/13
08/25/13
310
123
Search
01/06/14 22:16
RT
SEA
SGU
06/22/14
06/30/14
298
123
Search
03/07/14 12:54
OW
SEA
JAC
03/14/14
123
Select
05/18/14 16:39
RT
SEA
TUS
05/22/14
05/23/14
478
123
Purch
05/18/14 16:56
RT
SEA
TUS
05/22/14
05/23/14
478
123
Search
07/09/14 08:30
OW
SEA
LAS
09/16/14
411
209
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted
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Best offers for a specific individual
• You need to make travel offers you
don’t know Specific Future Travel
Interest (SFTI)
• Leverage historical behavior to choose
and prioritize these offers
• The optional Responsys “Dateless
Offer Generator” sorts to best offer
by:
CustID
OrigIATA
DestIATA
123
SEA
TUS
123
SEA
SJD
123
SEA
LAS
123
SEA
JAC
123
SEA
SGU
– Event Type: Purchases, then Selects, then
Searches
– Recency
– Frequency
– Price (optional)
– Margin (optional)
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Hyper-personalizing mass communications
• The solution made available
by Responsys to identify
customer-specific itineraries
is called the “Dateless Offer
Generator”
CustID
OrigIATA
DestIATA
123
SEA
TUS
123
SEA
SJD
123
SEA
LAS
123
SEA
JAC
123
SEA
SGU
• With this service, or using
data you supply, you can
personalize your dateless
offers at the individual
recipient level
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If you can supply customer-specific
offers you can include them in your
messaging for no additional cost
If you want Responsys to determine
these offers, the Dateless Offer
Generator is offered as an additional
service, not included in the
T-WRS
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How else can you use the data?
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The T-WRS sees all searches and purchases...
Example data sorted by origin and destination...
CustID
Event Type
EventDate
TripType
DepIATA
ArrIATA
DepDate
RetDate
Price
123
Search
07/18/2014
RT
SFO
SEA
08/22/14
08/25/14
284
124
Search
07/18/2014
RT
SFO
SEA
08/22/14
08/25/14
310
125
Search
07/18/2014
RT
SFO
SEA
08/22/14
08/25/14
310
126
Search
07/18/2014
RT
SFO
SEA
07/22/14
07/30/14
298
127
Search
07/18/2014
RT
SFO
SEA
11/14/14
11/19/14
411
128
Search
07/18/2014
RT
SFO
SEA
05/22/15
05/23/15
478
129
Search
07/18/2014
RT
SFO
SEA
09/21/14
09/22/14
478
130
Search
07/18/2014
RT
SFO
SEA
09/16/14
09/19/14
209
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Best legally compliant price by route
• We have yet another integration
called the “Dateless Price Cache”
• This system creates a constantly
updated list of D.O.T.-compliant
dateless (or “lead”) prices for every
route on your website
OrigIATA
DestIATA
Price
SEA
JAC
825
SEA
LAS
386
SEA
SGU
329
SEA
SJD
772
SEA
TUS
354
• Includes ability to narrow to
“representative” fares and
maintain necessary audit trail.
• Prices updated hourly
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Hyper-personalizing mass communications
• With the Dateless Price
Cache, or from data you
supply yourself, we can now
add prices to the dateless
offers in the mailing
OrigIATA
DestIATA
Price
SEA
JAC
825
SEA
LAS
386
SEA
SGU
329
SEA
SJD
772
SEA
TUS
354
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted
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If you can supply dateless prices you can
include them in your messaging at no
additional cost
If you want Responsys to determine
these prices, the Dateless Price Cache is
offered as an additional service, not
included in the T-WRS
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Is hyper-personalization worth it?
• Leveraging actual customer behavior...
• ...for travel both in the past and in the future...
• Can enable the creation of hyper-personalized communications
Responsys clients who use hyper-personalization
have seen transactional lift of over 60%
In their mass newsletters
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Summary
Summary
• The Travel Web Retargeting Service provides you detailed, customerspecific travel intent data
• And it does it quickly
• This information can dramatically alter what is possible in your email
marketing communications
• And result in substantial increases in profitability
• Talk to me or your Responsys Customer Service Manager if you need more
information on the T-WRS, Itinerary Unsubscribe, API Engine, or Dateless
Price Cache
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
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