LiveRamp and ADARA to Power People-based Marketing for Travel, Tourism Industries
Travel Brand Marketers Now Able to Achieve A Single View of the Customer at Scale for Maximum Marketing Impact
12 Jun, 2018, 08:00 ET
SANTA CLARA, Calif., June 12, 2018 /PRNewswire/ -- Today at the Skift Tech Forum, LiveRamp®, an Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel identity resolution, announced a partnership with ADARA, the world's richest travel data co-op, to deliver people-based marketing solutions across the travel and tourism industries for more efficient targeting, measurement and personalization. Through this exclusive partnership, travel marketers, digital marketers and media agencies will be able to market more effectively and gain greater visibility across the travel planning journey into their consumers and customer lifetime value with people-based intelligence.
For travel and hospitality brands, building a memorable customer experience begins well before a traveler boards an airplane, checks into a hotel, or picks up their rental car. Often times, the first engagement happens online, and increasingly on mobile. In fact, 76 percent of consumers say they have used their desktop computers to research travel accommodations, while 43 percent cite using mobile devices. As a result, digital travel sales are expected to reach $198 billion this year1. While the opportunity appears limitless, the sheer volume of consumer touchpoints—from desktop to mobile, to social and even apps—poses a significant challenge for marketers who need to resolve the identities of their consumers across online and offline channels.
"As more and more travelers leave a digital footprint, travel brands and marketers need to adapt their strategies and extend them beyond traditional walled gardens of information," said Layton Han, CEO of ADARA. "Our proprietary technology is fueled by pseudo-anonymized, real-time search, purchase and loyalty data from more than 200 of the world's most recognized travel brands. By leveraging our proprietary travel data co-op and aligning it with LiveRamp's intelligent identity resolution services, we're able to achieve the most comprehensive view of the traveler to inform more personalized and impactful marketing strategies at any point in the consumer's travel booking journey. Ultimately, this generates greater return-on-investment by creating more relevant customer offerings that drive future booking decisions."
To apply their marketing budgets more efficiently in order to align with the way their consumers are booking travel, many brands are doubling down on digital marketing strategies, allocating the majority (61 percent) of their budget to these channels. However, only 18 percent of travel executives believe their company is a digitally-mature organization; this gap has given way to a latent opportunity that has remained untapped until now.
"Historically, travel marketers and agencies have lacked access to the right tools and resources to achieve scale and precision marketing with ease. Now, as travelers increasingly adopt a mobile-first mindset, more traditional methods have become outdated and ineffective," said Jeff Smith, GM of Brands and Agencies and CMO of LiveRamp. "Using LiveRamp's best-in-class IdentityLink™ service, coupled with ADARA's global travel graph of recognized travelers, brands will receive a unified view of their consumer that they can use to deliver more relevant messaging that reflects consumers' travel preferences and behaviors. Further, this is all done in a privacy-conscious way to inspire deeper brand trust and long-term loyalty."
To learn more about the partnership between LiveRamp and ADARA, please visit here.
LiveRamp offers brands and the companies they work with identity resolution that is integrated throughout the digital ecosystem, and provides the foundation for omnichannel marketing. IdentityLink transforms the technology platforms used by our clients into people-based marketing channels that improve the relevancy of marketing, and ultimately allow consumers to better connect with the brands and products they love. LiveRamp is an Acxiom company (NASDAQ: ACXM), delivering privacy-safe solutions to market and honoring the best practices of leading associations including the Digital Advertising Alliance's (DAA) ICON and App Choices programs. For more information, visit www.LiveRamp.com.
ADARA empowers the world's leading travel brands to grow the industry together. Built on the world's richest travel data co-op, ADARA offers people-based insights for travel companies. Clients get a value-based understanding of their relationship with their customers, with travel patterns, trends and behavior from more than 750 million monthly unique traveler profiles across more than 190 of the world's top travel brands. ADARA delivers unifying, enterprise-wide impact with Customer Yield Intelligence based on 3 core pillars – Learn, Act, Measure – that integrate the entire ADARA product suite to drive measurable outcomes at the customer level. https://www.adara.com.
Share this article