nSight Introduces nGenius, the First Integrated Big Data and Multi-Channel Digital Marketing Platform for the Travel Industry
Partnerships with Expedia and ADARA make it easy for hotels and destinations to take action on real-time consumer trends
NASHVILLE, TN – December 17, 2014 – nSight, the leader in online consumer shopping intelligence for the travel industry, today announced its nGenius Community, a partner program focused on data-driven digital marketing. A first of its kind in the travel industry, the nGenius platform allows nSight users to take action on forward-looking travel consumer trends within the industry’s most powerful marketing channels to increase direct and third-party bookings.
The launch partners in the nGenius Community are undisputed industry leaders, Expedia Media Solutions and ADARA.
Adding nSight’s targeting recommendations to current digital marketing strategy provides a more complete view for travel marketers since its consumer search and booking data is aggregated from 5,000 travel websites, which is where 87% of leisure and business consumers do the bulk of travel research today. Only nSight offers a forward-looking outlook of leisure demand by persona, source market, lead time and travel date. Users can identify sources of demand for future travel dates and opportunities to shift share, and then build campaigns to address those needs. Leveraging nSight data with nGenius partners, travel marketers can design campaigns to laser focus on specific markets and demographics for future need periods and access the right media channels to deliver the highest ROI.
“Big data does not mean anything unless the insights derived from it are simple and actionable,” said Rich Maradik, founder of nSight For Travel. “Leveraging nSight data with Expedia and ADARA enables users to guess less and market smarter. They can act on real-time consumer trends to manage uncertainty and capture share with precision they’ve never had before.”
“It’s important for marketers to understand how, where, and when consumers are shopping,” Noah Tratt, Senior Vice President at Expedia Media Solutions explained. “Our partnership with nSight further optimizes hotel and destination media spends on Expedia by engaging active consumers more precisely using nSight’s predictive demographic and geographic data.”
Members of the nGenius Community embrace the nSight application and know how to apply learnings from the data and its 10 travel intent personas to develop relevant and responsive media strategy for nSight subscribers. nGenius partners determine the best target media plans leveraging nSight’s forward-looking search and booking outlook report for the next 30 and 60 days.
“Expedia and ADARA have mapped the information on their consumers to nSight’s proprietary traveler personas,” said Jami Timmons, president and chief product officer of nSight For Travel. “So campaign implementation within their systems is straightforward and targeting is precise as well as consistent.”
New media partners are in the queue to be added to nGenius with priority based on client feedback and alignment with nSight’s international growth.
nSight is a secure cloud-based BI application that benchmarks destination or hotel performance on third-party websites worldwide against competitors. Travel companies apply this consumer shopping intelligence to improve decision making, improve marketing ROI, increase online bookings and grow share over competitors.
Expedia Media Solutions for nGenius
Expedia Media Solutions offers an OTA strategy to leverage innovative solutions and proven performance to travel advertisers, whether their goals are brand awareness or more direct response. Based on nSight target personas, markets and timeframes, consultative travel marketing experts work with users to take action on nSight reporting to advertise across its global travel network of sites including Expedia, Hotels.com and Hotwire. Through sophisticated targeted capabilities with display advertising and sponsored listings, marketers can reach their desired audience and deliver targeted messages to keep their brand top of mind.
ADARA for nGenius
ADARA leverages global travel data to drive future business performance. Working with nSight persona and target market guidelines, ADARA’s travel intelligence platform draws upon more than 300 million monthly active uniques, five billion annual travel searches and 250 annual travel bookings to help clients design and implement targeted media campaigns that reach customers across display, video, social and mobile channels. The platform is fueled by first party data from more than 80 global travel brands, including United, Delta, Hyatt, Marriott and Hertz.