Lastminute.com Group is moving into the European data insight market with the launch of a new scheme which will tap into first-party data as well as partnerships with key third-party data providers, to give brands what it claims will be a deeper understanding of their customers.
The tool, dubbed Travel Insights, will be operated by the company’s Travel People division which was set up last year to help brands and advertisers reach millions of European travellers through its network of online travel brands, which operate across 40 countries worldwide.
The unit is headed up by chief commercial officer of media and partnerships Alessandra Di Lorenzo, who joined from eBay Advertising where she was commercial director.
Travel Insights will be based on the results of online surveys which will run on IAB advertising formats. The firm claims that, as the tool will be priced based on advertising metrics, it will offer a far more affordable, accessible and scalable solution than traditional market research services.
Consumers who complete the surveys will be entered into prize draws, incentivising customers to share their views with brand partners.
The tool was developed following the group’s acquisition of WAYN, a social travel network, which used similar technology to gather more than 25 million user-generated ideas to enhance its content offering. In-house data analysts will interpret the aggregated data to provide clients with visual and actionable insights.
Di Lorenzo said: “Since launching The Travel People last summer, we’ve been working hard to add new capabilities that can support a range of activities for our customers. Our 43 million users across Europe means we have a wealth of consumer insight, so why not help our brand partners make the most of this first-party data and get to know their customers better?”
She added: “Integrating our ad technology into the product means we can scale it quickly and cost-efficiently, while our in-house trading team allows us to extend the surveys across the whole web. It’s hugely exciting to bring such an innovative product onto the market and transform the way research is carried out.”
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