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HomeMy WebLinkAbout05. VLMD Pixel one sheetCactus © 2018 All Rights Reserved. WHERE WE ARE TODAY Since the VLMD does not utilize a central reservations system or have a unified data solution, we are currently only able to optimize digital and paid social campaigns using cookie-based probabilistic data, or more simply, users who are most likely to click and/or engage with our ads. This only gives us insight into who is clicking on the posts and which audiences are “performing best” from a click/engagement standpoint — not allowing us to garner any insight as to which audiences are actually booking from our digital/social media ads. VLMD: MOVING FROM COOKIE-BASED TO PEOPLE-BASED MARKETING EXPERIENCE SHARING / WOM BOOKING & CONVERSION Currently we have Destimetrics plus property and event level bookings, but our data is not connected. ADVERTISING
 Currently we have top level advertising performance data such as first click, CTR and impressions but our data trail ends there. BOOKING & CONVERSION ADVERTISING
 By placing a conversion pixel on the booking confirmation page of participating properties, we can begin to build a single source attribution model which will enable us to optimize creative and learn more about our conversion audiences. CONVERSION PIXEL EXPERIENCE SHARING / WOM BOOKING & CONVERSION ADVERTISING
 WHERE WE WANT TO GO With one conversion pixel deployed across partner sites, we will begin to deliver our ads more efficiently to audiences that are most likely to book a summer vacation based on traits, behaviors and interests that mirror audiences who have previously converted. So, for example, while Super Boomers may have click volume and engagement with our posts, we may discover that this audience is not booking and therefore could reinvest those audience dollars into another platform that is resonating more and converting. Cactus © 2018 All Rights Reserved. BENEFITS OF PARTICIPATION IS YOUR DATA SAFE? By setting up a true conversion tracking, our community-wide marketing efforts will be more targeted to people who actually book, making our investment more efficient. By participating, we will optimize our media spend to your property’s customers, as opposed to a broader interest based audience. In aggregate, we will gain a better understanding of Vail’s best customers, enabling us to improve not only our targeting, but our messaging as well. Because the conversion pixel will live on a confirmation page rather than a booking page, we will not see any transactional data or personal identifiable information. We will not see any proprietary information. WHERE WE START We are seeking lodging properties that will allow VLMD to place a conversion pixel on their booking confirmation page. This pixel will track when a person who has interacted with our digital ads books lodging in Vail, but it will not specifically track who they are or how much they spent. While this deeper data would benefit our integrated digital marketing efforts, at this point we are only seeking to track if a conversion happens. HOW MANY PROPERTIES DO WE NEED? The more properties that participate in this pilot, the more effective our optimization efforts will be. For those properties that choose to participate, your guest behavioral profiles will begin to shape who we market to, since we will be optimizing to those conversions. Conversely, for properties that do not participate, we may not be effectively optimizing our community-wide campaign for your unique audience if they are not accurately represented by another property that has chosen to participate. of marketers see improved performance from people-based marketing as opposed to cookie-based probabilistic campaigns. 90% If you choose not to participate, our media will not be optimized to your customers, rather to those who choose to book with our competitors who are participating in the program. WHAT IF YOU DON’T PARTICIPATE?