Recap: Sojern Presents: Data-Driven Strategies To Boost Tourism and Increase Sales

Oct 22, 2024

NYSTIA Wednesday Webinar #3 Recap

During last week's Wednesday Webinar Seth Orozco, Sales Director at Sojern presented his topic: Data-Driven Strategies To Boost Tourism and Increase Ticket Sales.

Some insights from the webinar:

What is the most valuable resource on Earth?
- Data is now the most valuable asset in the world, ahead of oil. - Economist, 2017
What is Data and How Can it Help My Organization?
- Data - facts and numbers used to analyze something or make decision.
- Data for Marketing - Allows you to reach the right person, in the right format, at the right time, with the right messages.
- Bottom Line - Data allows you to more efficiently and effectively achieve your goals (make more money).
3 Types of Data
- 1st Party Data - Data your company has collected directly from your audience, whether customer, site visitors, or social media followers.
- 2nd Party Data - Often defined as someone else's first-party data. Businesses get it by working with a trusted partner that shares audience insights in a mutually beneficial relationship, i.e. the 2nd party to get the data.
- 3rd Party Data - Any data collected by a business without any direct link to your business or audience. It's scope is much wider than first and second party data.
How to Use Data in Marketing
- Targeting - Reach and interact with the right audiences. Perform cost-effectively. From brand awareness through conversion stage.
- Reporting - Forecast and plan for the future. Design relevant customer experiences. Fine-tune campaigns to drive better results.
- There are companies devoted to both. Understand who is which and how to piece together the full picture using different agencies and vendors.
- All digital marketing uses data!
Who is Sojern? How do they work?
- Born from travel from day one, Sojern is an easy-to-use marketing platform that gives travel marketers the tools to cost effectively drive demand, convert customers, and build guest satisfaction and loyalty.
- Travel Intent Signals - Thanks to their data partners, they know where, when, and why people travel.
- 350M Traveler Profiles - They build traveler profiles based on those intent signals and what we know about their travel preferences.
- Data From Your Website - We learn from your website visitors and are able to find traveler who are similar.
- Move Beyond Demographic Data - typical demographics such as age, martial status, location, gender, etc. doesn't always give you the most accurate picture of the behavior of that person. Looking at how often they travel, where they have been in the past, how they book their trips, their spending behavior for travel, etc.
Brand USA and R&R Partners Boosted YoY Performance with Sojern's Travel Intent Data on Social Media
- Partnered with Sojern to unlock travel-specific audiences for Brand USA social media campaigns on Meta. Using Sojern's real-time travel intent data they significantly boomed audience targeting and campaign performance.
  - Improved audience targeting and enhanced campaign performance using Sojern Travel intent audiences.
  - Inspired international travelers to consider traveling to the US who were not yet looking at it as a destination.
  - 85% CPA improvement YoY with half of the countries improving as much as 90% or more.
4 Data Questions You Should Always Ask the Company You Plan on Working With
- Where does your data come from?
  - Understand who their data sources are and how often they get it
- How much data do you receive?
  - What is the scale of their data?
- Which type of data do you use?
  - 1st, 2nd, or 3rd party data
- How do you use data to achieve my goals?
  - How do they use data differently compared to the rest of the market?

We would like to give our sincere thanks to Seth Orozco for providing his time and valuable insights on the importance of data. You can learn more about Sojern by visiting their website.

You can view the recording below and his slide deck here.