1. © agenda21 2013 – Private & Confidential© agenda21 2015 – Private & Confidential
agenda21, Jurys Inn & Quantcast
Data driven creativity

2. © agenda21 2015 – Private & Confidential
Context
▸ Company information
▸ 28 Jurys Inn hotels in the UK, Ireland and mainland Europe
▸ +2000 employees
▸ Over 7000 rooms
▸ Over half of the rooms are sold online
▸ Business challenge
▸ How to drive incremental revenue and improve marketing mix efficiency?
2

3. © agenda21 2015 – Private & Confidential
 SEO continuously optimised
Work so Far…
3
 PPC highly competitive and saturated
 Metasearch emerging but volumes are low
 Affiliates and partner marketing cultivated
 Display established as channel but not at scale

4. © agenda21 2015 – Private & Confidential
Online in 60 seconds globally
4
http://blog.qmee.com/wp-content/uploads/2013/07/Qmee-Online-In-60-Seconds2.png

5. © agenda21 2015 – Private & Confidential
40m people online in a day and we need to identify the right
people, at the right time for Jurys Inn
5

6. © agenda21 2015 – Private & Confidential
Use display to efficiently engage and convert at scale
6
1.6x
higher conversion rate vs. site average
>32%Display exposure of total Jurys online
sales

7. © agenda21 2015 – Private & Confidential
Harvesting and curating data from display to enrich creative
and content
7
Build custom
tag solution
Enable channel
integration

8. © agenda21 2015 – Private & Confidential
Actionable audience insights and...
8

9. © agenda21 2015 – Private & Confidential
Plugged into our channel planning process
9

10. © agenda21 2015 – Private & Confidential
Data on user intent and search behaviour
10

11. © agenda21 2015 – Private & Confidential
As an example we identified ‘away fans’ as a key target
audience
11

12. © agenda21 2015 – Private & Confidential
And then built a content strategy to engage with them and
drive SEO traffic
12

13. © agenda21 2015 – Private & Confidential
Expanded the content across clubs and areas of interest
13

14. © agenda21 2015 – Private & Confidential
As well as 6 nations rugby fans (along with other sports)
14

15. © agenda21 2015 – Private & Confidential
To finish the campaign also delivers from ROI perspective
15