Industry Insights : Blog

Author Aleck Schleider

Top Down: Strategic Data Targeting For The Entire Funnel

October 11, 2016
Aleck Schleider

By Aleck Schleider

VP, Data and Analytics

Last month in my Data 101 article, I discussed myriad data targeting tools available to travel marketers. This month, let’s take a deeper dive into the different use cases for strategically applying that data throughout the marketing process.

Read More

Don't Miss The Boat: Data 101

September 15, 2016
Aleck Schleider

By Aleck Schleider

VP, Data and Analytics

As a travel marketer, there are myriad ways you can spend budgets to sell rooms, cruises, vacation packages, and everything in between. Unfortunately, you don’t always know who likes what, why they would be interested in your product, or even if they’re even in the market to buy.


Fortunately, there are data targeting tools to help identify key audiences for your brand. In addition to the still very important age and gender targeting methods of traditional video advertising, hotels, airlines and other brands can now use technology to reach even more defined and relevant audiences.

Read More

Hey, Travel Marketers, Here's the Story...

August 09, 2016
Aleck Schleider

By Aleck Schleider

VP, Data and Analytics

According to the US Travel Association, direct spending on leisure travel by domestic and international travelers totaled $650.8 billion in 2015. Yet, even with this huge market, leisure travel is still just that—leisure. Put another way, people have to buy food, medicine and hygiene products—they don’t have to buy a Caribbean vacation. This ‘need vs. want’ dynamic makes advertising crucial to the success of leisure travel companies. Learn more in the blog.

Read More

5 Best Practices In A Converging World Of Screens

July 12, 2016
Aleck Schleider

By Aleck Schleider

VP, Data and Analytics

While Americans are busy planning their summer vacations, travel marketers are busy looking for new ways to reach them with the draw of sight, sound and motion. Palm trees swaying in ocean breezes, children splashing in water, tanned couples running on the beach, a tall icy beverage—these are the images that have been used to court would-be vacationers for decades.

Read More

Getting Back to Basics: Why Brand Lift Measurement Will Never Go Out of Fashion

September 09, 2015
Aleck Schleider

By Aleck Schleider

VP, Data and Analytics

What is the “right” way for advertisers to measure their results, and deem a campaign “successful”?  Is Brand Lift, classically a TV-focused measurement approach, really the best metric to determine success in an ROI-centered universe?  You may be surprised at how important it is.

Read More

Are the Auto Marketing Tiers Fading Away?

October 21, 2014
Aleck Schleider

By Aleck Schleider

VP, Data and Analytics

Aleck Schleider, VP, Data & Analytics, tells us why recent innovations are necessitating a change in the way we look at auto advertising.Based on his time spent at the JD Power Auto Marketing Roundtable last week, that the traditional auto marketing tiers we’re all used to may begin to be reconsidered in the coming years, especially when it comes to online video advertising and the convergence of TV and Digital.

Read More

On Target: The Five Things to Consider When Developing Digital Video Strategies

October 08, 2014
Aleck Schleider

By Aleck Schleider

VP, Data and Analytics

As TV buyers take the reins in deciding how much TV budget should be allocated to digital in order to increase reach, they should embrace the best of what digital video can offer. Where digital buyers were extreme in their targeting tactics, TV buyers should find the right balance. Heed these factors when developing digital video strategies for a balanced targeting approach.

Read More