263 – Eric Bamberger of IgnitionOne – Consumer Insights and the Customer Journey

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 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 predcitionon 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 personalizatrion 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