How Tripadvisor builds campaigns 80% faster

Tripadvisor, the world's largest travel guidance platform, helps hundreds of millions of people each month become better travelers, from planning to booking to taking a trip.

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Type any destination or travel-related keyword into Google and you’ll inevitably come across Tripadvisor’s website. As the world’s largest review site for travel planning and booking, Tripadvisor’s success in the market was largely due to its ability to attract massive amounts of traffic to its site through a robust SEO and cookie-based strategy, attracting 390 million monthly users. 

Post-Covid, Tripadvisor faced a new set of challenges. Changing privacy regulations, evolving consumer needs and behaviors, and increased competition have forced the company to undergo rapid transformation.

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Tripadvisor’s marketing was hindered by:

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• Slow campaign deployment. Campaign creation was dependent on IT and data engineering resources for segmentation and advanced personalization. 
• No single view of the customer. Without being able to aggregate data across all customer touchpoints, Tripadvisor’s personalization efforts felt hollow and fell short of their vision of personalized experiences driven by advanced segmentation, automation based on behavior, and dynamic campaigns. 
• Cumbersome machine learning approach. A fragmented data architecture made it difficult for the team to create models that create value for both the customer and the business.‍
• Inefficient cross-team collaboration. Tripadvisor’s marketing teams were siloed across channels, leading to a fragmented customer experience and an uncoordinated workflow.

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“Before Snowflake + Simon, marketing was siloed by channel: an email campaign, a push campaign, a social campaign all required separate teams creating an audience, the dynamic variables, the campaign and the reporting methodology to effectively execute.”

^{Sugata Mukhopadhyay}
_{CTO of Tripadvisor}

With Simon Data,Tripadvisor’s marketing team was able to access a unified view of the user and launch the personalized experiences that were central to their strategic initiatives.

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“With Snowflake + Simon, we can take a truly integrated approach. Audience creation, personalization, and journey creation are now handled by one team and in one tool rather than across many. In one motion, a technical marketer could develop a campaign targeting members both on paid and owned channels.”

^{Sugata Mukhopadhyay}
_{CTO of Tripadvisor}

• ‍Personalization powered by a single customer view and a no-code interface. Equipped with an aggregated view of the customer and their behavior, Tripadvisor’s marketing team is now able to build hyper-personalized marketing campaigns based on historical and real-time events without touching any code. They can also easily layer on paid media targeting without relying on third-party cookies using the same workflow for owned channel marketing. ‍
• Deeply personalized, automated campaigns based on historical and real-time behavior. What used to take several hours of engineering support, Tripadvisor marketers can now do in a no-code, user-friendly interface. The result of this? Non-technical marketers can work faster and more independently, thus allowing engineers to focus on higher-leverage activities. Reaping the benefits of a more personalized experience, Tripadvisor customers are also now more engaged than ever. ‍
• Machine learning and rich member engagement data now power advanced segmentation and personalized messaging at scale. Tripadvisor’s commitment to being the leisure traveler’s best advocate in planning a trip is at the heart of their brand. Because of that, Snowflake + Simon work together to deliver valuable campaigns like hotel price drop campaigns that send deals directly to members based on browsing history. ‍
• Marketers can now more easily deliver integrated, multichannel campaigns. With teams and data no longer operating in silos, Tripadvisor can quickly deploy new, personalized campaigns across multiple channels through Simon’s easy-to-use journey builder.

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“Driving efficiency across our teams, while being able to leverage our first-party data, is immensely valuable for our team. Simon provides an easy UI for all our teams to build hypersegmented audiences.”

^{Sugata Mukhopadhyay}
_{CTO of Tripadvisor}