1. FINDING THE EFFICIENT FRONTIER OF DIGITAL MARKETING NAVIS LEADERSHIP CONFERENCE 2016

3. OUR AGENDA Industry Trends to Create Efficiency Predictive Analytics Personalization Programmatic Ad Buying Micro Moments Rising Cost Per Acquisition (CPA) Tips & Tactics for Digital Marketing Website Search Marketing Display Advertising Social Media Marketing Email Marketing New Success Metr ics & Analytics Q&A

4. Industry Trends Relevant Trends to Create Digital Marketing Efficiency

5. PREDICTIVE ANALYTICS. Research – What can you capture & where can you get it from? Strategize – Offers; Timing; Targeting; Messaging Execute & Adjust – Data Integration; A/B Testing; Automate

6. PERSONALIZATION. Segment of One is the Holy Grail to efficiency & performance CRM, PMS and Social Insight must be integrated into all your marketing from email marketing, website content, display retargeting and social advertising – It’s the Future! Relevancy of content, experience and timing is critical to maximizing conversion & loyalty – Can’t be superficial!

7. PROGRAMMATIC AD BUYING. Used for Automating Paid Search, Display Advertising & Social Advertising Campaigns Real Time Bidding & Budget Appropriation Campaign Simulations Media Mix Modeling 3 rd Party Data Integration

8. MICRO - MOMENTS. Micro-Moments refer to the Instants when people turn on their devices for assistance Google Travel & OTA’s are primed to capture these micro-moments How can your property capitalize and capture consumers in these micro- moments?

9. RISING COST PER ACQUISITION. HAMA Study Economic Outlook How to Combat

10. Digital Marketing Tactics Website / Search Marketing / Display Advertising / Email Marketing / Social Media

11. Finding the Marketing Efficient Frontier. Strategy Big Data Predictive Analytics Personalization Automation Content Programmatic Ad Buying CRM Integration Dynamic Content Real Time Rate & Offers Web Analytics No Silos Rev Mgt. Software

12. Place your screenshot here WEBSITE. Mobile Friendly Dynamic Content Driven Website Conversion Funnel Analysis A/B Testing

13. EMAIL MARKETING. Automation Driven by Strategy Life Cycle Campaigns Segmentation Personalization CRM

14. DISPLAY ADVERTISING. Automation Driven by Strategy Life Cycle Campaigns Segmentation Personalization Dynamic Rates & Content CRM 1 st PARTY DATA3 RD PARTY DATAPROSPECTINGRETARGETING

15. PAID SEARCH MARKETING. Programmatic Buying Campaign Targeting Attribution Model – Assist vs. Conversion Online & Offline Conversion Analysis Identify Average Order Price Per Geo Market

16. REVENUE DRIVEN SOCIAL ADVERTISING. Highly Targeted Campaigns Cost Efficient w/ BIG ROI’s Facebook Custom & Lookalike Audiences “Always-On” & “Timing Specific”

17. New Success Metrics & eCommerce Analytics All Revenue is Not Created Equal

18. ECOMMERCE AND ANALYTICS. UNCOVER TRENDS AND CREATE COMPETITIVE ADVANTAGES WITHIN THE MARKET PREMIUM INSIGHTS We deliver reports and analysis tailored to hotel business goals and objectives. As a result, hotels can begin taking the right marketing actions that improve online revenue and conversion. ANALYTICS AUDIT Data-driven insights won’t help a hotel if the data is skewed. We dive into your analytics to validate the numbers and recommend enhancements that provide robust data and marketing intelligence. SEGMENTATION We build custom segments based on past customer behavior and reservation data. Allowing you to examine key trends and respond with more targeted customer experiences. CONTENT EXPERIMENTS We optimize hotel websites with split and multivariate testing focused on increasing site engagement, and more importantly conversion rates. ATTRIBUTION ANALYSIS We help hotels determine how to credit revenue and conversions to touchpoints in the booking path — improving the valuation of marketing channels. PATH VISUALIZATIONS We create reports that show how customers travel through the booking funnel. This reveals top content, where abandonment occurs, and unexpected loops.

19. NEW SUCCESS METRICS. Net RevPAR Revenue – (Commissions + Total Sales and Marketing)/Available Rooms Net Sales & Marketing Efficiency How much net revenue is generated for every $1 spent in sales and marketing? Revenue – Costs / Total Sales & Marketing Costs

20. THANK YOU Q & A Email: Chris@GCommerceSolutions.com Twitter: Chris_Gcom