TripAdvisor on-site personalisation
Centralised data modelling for hyper personalisation
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TripAdvisor: Hyper-personalisation
Insight
Tripadvisor had a vast amount of first-party data across its brands, including Tripadvisor, Viator, and Cruise Critic. However, none of this data was being leveraged effectively, leading to users receiving generic content regardless of their purchase history.
Action
Designed a solution to import and consolidate first-party data from all brands into our CDP.
Established three engaged spaces to ensure compliance with global consent regulations while maintaining data separation where required.
Led data science teams in building a 360-degree customer view, incorporating historical interactions, purchase behaviour, and engagement patterns.
Implemented ID stitching techniques to unify anonymous and logged-in user behavior, enabling a more complete understanding of user journeys.
Developed machine learning frameworks to personalise content for SEM campaigns and website visitors based on real-time and historical data.
Impact
Enhanced personalisation led to improved user experience and increased lifetime value (LTV).
A/B testing demonstrated a 5% uplift in conversion rates.
The estimated opportunity size was $100M globally, with a 3% conversion increase.