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[X+1] travel case study

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[x+1] provides an audience investment platform and tools to help companies achieve customer-centric and data-driven marketing. The document discusses how [x+1] helped Delta Airlines personalize its website and marketing by building profiles of visitors using data on their location, device, interests, and past interactions. [x+1]'s Predictive Optimization Engine identified 1700 audience segments and served them customized content. This resulted in a 5% monthly lift in ticket sales for Delta and millions in additional revenue, while reducing landing page development costs by 20%.

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[x+1] Travel Case Study
2Who we are[x+1]s mission is to enable companies to achieve customer-centric, data driven marketingWe provide an audience investment platform, tools and services that enable marketers andagencies to optimize across multiple digital channels. Who we help
3GeographicDemoMaleHigh incomeIn Market(Context and behavioral)Interests(Behavioral)We take a Customer-Centric Approach to Drive Effective Marketing Using Data & Segmentation +++Surf Waikiki!Packages starting at $699
4Audience 1 Low Bandwidth
Home, Thursday 3PM
Northern California
PRIZM Lifestyle Cluster 32
Reading Auto Reviews
Has Viewed Ad Once Before
Recent Acquisitionis the heart of the platform POETM identifies user attributes and correlates them with positive responses to a marketer's advertising to generate target audience profiles and segments.Data includes:HTTP & IP Databandwidth, time of day, work/home, browser version, OS, zip codeDemographic Dataage class, life stage, rent/own, household income, IPA Claritas, Prizm, MRI, NAICSContextual Datawebsite categories and subcategoriesBehavioral Dataremarketing, product pages visited, recent builds, referring URL (search data), marketing exposure, purchased behavior segmentsCustomer and 3rd Party Datacustomer tenure, products purchased, offline propensity models, brand preference4
5Client digital marketing database[x+1]s platform makes building an actionable online customer and prospect marketing database a realityData is collected every time a consumer is touchedCustomer registration and commerce data can be easily integratedThe [x+1] platform makes the entire internet your site. Identify consumers and decision content to them on the clients site, partner sites and in online media.The [x+1] Platform brings togetherSearch interactionAd server logs3rd party data sourcesNPI client dataSite and media dataDecision based on rules, lists or via statistical models.
Delta Case Study: Challenge The world largest airline faced considerable obstacles in delivering personalized, relevant content to its website visitors. The online marketing team faced increased operations and personnel costs from developing and maintaining dozens of landing pages intended for different audiences. Seeking to improve the efficiency and effectiveness of its strategy, the airline turned to [x+1], the leader in predictive marketing.
Delta Case Study: SolutionIn October of 2007, the airline began a pilot trial of [x+1]s fully-hosted solution to dynamically personalize its website based on visitor profiles and traffic sources. The personalized pages showed a 300% lift in conversion.Bolstered by the success of the trial, the airline expanded the implementation of [x+1]. [x+1]s patented Predictive Optimization Engine began to build predictive models based on visitor data (geographic location, connection speed, time of day) and traffic source (search keyword, email campaign, banner ad). This rich view of each website visitor enables [x+1] to target the optimal offer to each individual, ensuring that no visit is wasted.
8Delta Home PagePrior to working with [x+1] the Delta homepage used to show the same static messages to all US site visitors

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[X+1] travel case study

  • 2. 2Who we are[x+1]s mission is to enable companies to achieve customer-centric, data driven marketingWe provide an audience investment platform, tools and services that enable marketers andagencies to optimize across multiple digital channels. Who we help
  • 3. 3GeographicDemoMaleHigh incomeIn Market(Context and behavioral)Interests(Behavioral)We take a Customer-Centric Approach to Drive Effective Marketing Using Data & Segmentation +++Surf Waikiki!Packages starting at $699
  • 4. 4Audience 1 Low Bandwidth
  • 7. PRIZM Lifestyle Cluster 32
  • 9. Has Viewed Ad Once Before
  • 10. Recent Acquisitionis the heart of the platform POETM identifies user attributes and correlates them with positive responses to a marketer's advertising to generate target audience profiles and segments.Data includes:HTTP & IP Databandwidth, time of day, work/home, browser version, OS, zip codeDemographic Dataage class, life stage, rent/own, household income, IPA Claritas, Prizm, MRI, NAICSContextual Datawebsite categories and subcategoriesBehavioral Dataremarketing, product pages visited, recent builds, referring URL (search data), marketing exposure, purchased behavior segmentsCustomer and 3rd Party Datacustomer tenure, products purchased, offline propensity models, brand preference4
  • 11. 5Client digital marketing database[x+1]s platform makes building an actionable online customer and prospect marketing database a realityData is collected every time a consumer is touchedCustomer registration and commerce data can be easily integratedThe [x+1] platform makes the entire internet your site. Identify consumers and decision content to them on the clients site, partner sites and in online media.The [x+1] Platform brings togetherSearch interactionAd server logs3rd party data sourcesNPI client dataSite and media dataDecision based on rules, lists or via statistical models.
  • 12. Delta Case Study: Challenge The world largest airline faced considerable obstacles in delivering personalized, relevant content to its website visitors. The online marketing team faced increased operations and personnel costs from developing and maintaining dozens of landing pages intended for different audiences. Seeking to improve the efficiency and effectiveness of its strategy, the airline turned to [x+1], the leader in predictive marketing.
  • 13. Delta Case Study: SolutionIn October of 2007, the airline began a pilot trial of [x+1]s fully-hosted solution to dynamically personalize its website based on visitor profiles and traffic sources. The personalized pages showed a 300% lift in conversion.Bolstered by the success of the trial, the airline expanded the implementation of [x+1]. [x+1]s patented Predictive Optimization Engine began to build predictive models based on visitor data (geographic location, connection speed, time of day) and traffic source (search keyword, email campaign, banner ad). This rich view of each website visitor enables [x+1] to target the optimal offer to each individual, ensuring that no visit is wasted.
  • 14. 8Delta Home PagePrior to working with [x+1] the Delta homepage used to show the same static messages to all US site visitors
  • 15. Delta Customer and Prospect Segments[x+1] identifies 1700 discrete audience segments, and can serve those segments unique pagesProprietary and Confidential9
  • 16. Drive Loyalty ProgramsYOU ARE ALMOST THERE!Check out our lowest fare deals.Less than 500 points and you will be upgraded to gold status.Proprietary and Confidential10
  • 17. Build RelationshipsMiddle Seat Monday?Sorry your flight was not perfect.Please accept free Wi-Fi on your next tripProprietary and Confidential11
  • 18. Find the right audience for Cross Sell/UpsellUse Points for hotel Car ad for Waikiki rental $29Speed in WaikikiStay in a five star Waikiki hotel - Upgrade for only 200 points!Waikiki is 10 hours awayWouldnt you rather sip champagne?Click here to upgrade your flight >Proprietary and Confidential12
  • 19. Delta Case Study: Landing Page Segments [x+1] identified 1700 discrete audience segments, and can serve those segments unique pages all from one simplified dynamic landing pageDelta Case Study: The Results In the first eight months of full implementation, the airline experienced an average monthly lift rate of 5% in ticket sales, which translated into millions in incremental revenue.The airline experienced a 20% reduction in landing page development costs. In addition, the airline has gained valuable insight into the factors driving conversion on the homepage.