Even Google Can’t Match Our Booking Data: Adara CEO

Even Google Can’t Match Our Booking Data: Adara CEO
SHARE
THIS



The visiting CEO of travel data aggregator Adara is in Sydney this week and nothing less than travel data domination is his ambition.

Global boss Layton Han (pictured above) flew in from his San Francisco headquarters yesterday, with his maiden business trip to our shores signalling the company’s optimism about the Australian and New Zealand markets.

Speaking exclusively to B&T at Sydney’s Pier One Hotel, Han said the company he has helmed since 2009 wants to “collect every single piece of travel data possible”.

“Our overarching company vision is to grow the travel industry together,” he said.

“Through a better understanding of data, analytics, insight and measurement, we can help clients make informed decisions around marketing and advertising targets.

“We are aiming to be the world’s travel co-op, and Australia is a very important market for us.”

Han believes that making data work for companies is the key to unlocking new revenue and maximising marketing potential.

“Every company has a unique data taxonomy. Adara has great technology when it comes to data collection and expertise around determining which data is valuable,” he explained.

But the problem a lot of companies have, according to Han, is making the data they do have intelligible.

“We often speak to companies who say, ‘I’m going to do something really cool with my data’, and we identify that the missing piece for them is understanding what those people [their customers] are doing outside their regular environment,” he said.

“These companies have a vision, but not a deep insight.

“Destination marketing organisations (DMOs), for instance, do a lot of marketing, but are often data-poor. They know how many people are visiting, but don’t know who is visiting.

“A good example in the US was Visit Virginia. With their data, we helped them optimise their marketing and media to target specific travellers. They saw success after providing the right promotions at the right time.”

Adara’s commercial director for the pacific region, Stuart Stacy, added that there were more benefits beyond better targeted marketing campaigns to be had from utilising data.

“By taking a holistic view of the market, we’ve seen examples of DMOs securing incremental funding from government bodies,” he said. “That’s the power of understanding the data.”

Adara has grown considerably in recent years – there are now 175 travel related companies who are partners, with all contributing data to the platform. And Han has big plans for Adara in the years ahead.

Adding value and validating data is also key in this modern travel environment, Han revealed.

“In a media-specific sense, data integrity and gaining new insights are the most important thing today,” he told B&T.

“You need to know who the data comes from. Advertisers are always asking for more transparency with data, and the co-op makes it more transparent.”

Sorting the wheat from the chaff is essential too, according to Han.

“You need to go beyond the ‘cookie’ data, which is noisier and less transparent,” he said.

“You have to be focused on the people behind the data – the unique identifiers gained from all the devices and media channels. It’s about people ID data. Our USP is the depth of people-based data.”

And then there’s the elephant in the room of two ubiquitous companies, who reportedly gobbled up 90 per cent of new global online ad spend in the last 12 months.

“Companies like Facebook have a lot of great data,” Han said. “But in a travel sense, they lack transactional data. Even Google don’t have this data; we collect a huge amount of booking data.

Stacy added: “Facebook don’t know when someone is going to pull the trigger and book. We do.”

Latest News

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion
  • Marketing

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion

American cult brand Yeti has its international expansion sights on Australia and has enlisted digital marketing agency Alley to make its mark. The Texas-based company has reinvited the luxury cooler and outdoor accessories market, and Yeti’s partnership with Alley has already begun. Clayton Anderson, content and marketing manager at Yeti Australia, said: “We have big […]

The Five Annoying Habits You Need To Break
  • Opinion

The Five Annoying Habits You Need To Break

Scott Stein (pictured below) is a leadership and productivity specialist and author of Leadership Hacks: Clever shortcuts to boost your impact and results. In this guest post, Stein looks at the bad habits we all need to ditch to get our lives motoring once again… Do you ever feel like there are not enough hours in the […]

Motivation & Commitment: Why The Two Are Not The Same
  • Opinion

Motivation & Commitment: Why The Two Are Not The Same

Lisa Stephenson (pictured below) is a global speaker, leadership consultant success coach and author of life strategy book Read Me First. In this guest post for B&T, Stephenson says understanding how motivation and commitment differ could be a good way to achieving your goals… Working as a success coach has shown me that motivation happens on the inside and for […]

Opinion

by B&T Magazine

B&T Magazine
Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs
  • Advertising

Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs

A new TV series featuring celebrity cook, Anna Gare, and a team of real-life cabbies, hits the screens this week. The show, Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers – culminating in the creation of delicious dishes inspired by Australian drivers […]

Made In Katana Appoints Dylan Adams As Head Of Production
  • Advertising
  • Marketing
  • Media

Made In Katana Appoints Dylan Adams As Head Of Production

Australian-owned creative agency Made In Katana (MIK) has announced the appointment of Dylan Adams as head of production to support its growth in Asia. Adams is an ARIA award-nominated record producer, mix engineer, audio engineer and audio specialist. He joins MIK after a stint as head of music at post-production house Sound Reservoir. In his […]

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships
  • Media

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships

Mamamia has announced the appointment of Howard Wilbury to lead its premium partner division M+. Wilbury’s background spans both media owners and creative agencies, with stints at Channel [V], Westfield, DDB and M&C Saatchi. His most recent role was leading a full-service creative and production agency within the M&C Saatchi Group. Tony Prentice, chief revenue […]

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School
  • Marketing

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School

The University of Sydney Business School has announced the appointment of Andrew Baxter as an adjunct Professor of Marketing. Baxter is currently a senior adviser for KPMG’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA), and previously headed agencies Ogilvy and Publicis here in Australia. In his new role, Baxter will work to establish a dialogue […]