lastminute.com group has today announced the launch of its customer insights services in Europe , called Travel Insights , operated by its media division, The Travel People. The services will enable companies in the travel and other sectors to reach customers with surveys in advertising formats, both on their own sites and off.
Travel Insights will leverage the Group’s extensive internal data and collaboration with external data providers to provide businesses with unique and valuable insights into their customers.
The service offers a completely legal, rapid-response alternative for companies wishing to incorporate extensive customer information into their marketing campaigns. The surveys, in the form of a game, will follow standard IAB formats and will use the Group's internal data and its advanced programmatic advertising platform to identify audiences and generate questions for them.
Commenting on the new product, Alessandra Di Lorenzo, Chief argentina phone number Commercial Officer – Media and Partnerships at lastminute.com group, said: “Since launching The Travel People last summer, we’ve been working hard to introduce new tools to enable a wide variety of activities for our customers. Our 43 million users across Europe represent a huge amount of information, so why not help our partner companies make the most of this internal data to better understand their customers?”
Companies wishing to conduct Travel Insights advertising surveys will receive a fully customized service and in-house data analysts will interpret the accumulated data to provide clients with useful, visual information for decision-making .
As the tool will be priced according to advertising parameters, it will be a much more affordable, accessible and scalable solution than traditional market research services. Users who respond to the surveys will be entered into prize draws, thereby encouraging them to provide their opinions on lastminute.com group partners.
Di Lorenzo added: “The integration of our advertising technology with the product means we can scale quickly and cost-effectively, and our in-house sales team allows us to expand surveys across the internet. It’s really exciting to bring such an innovative product to market and transform research methods.”
Travel Portland, the city’s marketing agency for Portland, Oregon, is one of the first to trial Insights in the UK. Travel Portland will use a survey to gain further demographic data on potential UK travellers to Portland and to develop a future strategy to increase the 2.5 million British visitors Portland welcomed in 2016.
According to Billie Moser, Vice President of International Tourism at Travel Portland: “Gathering valuable consumer data is key to building our brand strategy. We wanted to find a more modern and engaging way to do this to learn more about our customers, so it was clear from the start that we wanted lastminute.com group to pilot their Insights product . We can’t wait to see the results.”
The product was developed after the Group acquired WAYN, the world's largest travel social network, which had used similar technology to collect more than 25 million user-generated ideas to improve its content offering.
Peter Ward, CEO of WAYN , said: “Our experience building a similar product at WAYN was invaluable in launching Travel Insights . We are excited about this similar proposition for lastminute.com group and delighted to be trialling the product at Travel Portland to lay the groundwork for their research.”