k^2 london presentation - marketer point-of-view - nilan peiris
DESCRIPTION
K^2 London marketer point-of-view from Nilan Peiris, VP of Growth at Housetrip, presented on April 2nd, 2014.TRANSCRIPT
![Page 1: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/1.jpg)
Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
![Page 2: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/2.jpg)
Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
![Page 3: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/3.jpg)
Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
![Page 4: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/4.jpg)
Today I’m going to be talking a bit about performance marketing, a little about innovation and a lot about delighting customers @nilanp
![Page 5: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/5.jpg)
Average price of CHF49 per guest per night
4,000,000 nights…
@nilanp Vice President Growth HouseTrip.com
![Page 6: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/6.jpg)
Average price of CHF49 per guest per night
We believe staying in a rental is a better experience than staying in a hotel We’re making them as easy to book as a hotel
![Page 7: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/7.jpg)
3 years later…
![Page 8: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/8.jpg)
Average price of CHF49 per guest per night
300,000 rentals
@nilanp | www.housetrip.com
![Page 9: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/9.jpg)
Average price of CHF49 per guest per night
In over 19,000 locations
@nilanp | www.housetrip.com
![Page 10: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/10.jpg)
Average price of CHF49 per guest per night
Over 7 million room nights
@nilanp | www.housetrip.com
![Page 11: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/11.jpg)
Average price of CHF49 per guest per night
95% customer satisfaction
@nilanp | www.housetrip.com
![Page 12: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/12.jpg)
Revenue!
@nilanp | www.housetrip.com
![Page 13: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/13.jpg)
Performance marketing
@nilanp | www.housetrip.com
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Money in Money out
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Money out > Money in
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@nilanp | www.housetrip.com
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90%
10%
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Spend the most, win the most!
![Page 20: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/20.jpg)
Spend the most efficiently, win
the most!
![Page 21: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/21.jpg)
1. Relevance!2. Coverage!3. Bidding!
!
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Have the most relevant ads
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…the best coverage
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& the most efficient bidding
engine
![Page 25: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/25.jpg)
& the most efficient bidding
engine
![Page 26: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/26.jpg)
Spend the most efficiently, win the most… but is there
an alternative ?!@nilanp | www.housetrip.com
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Delight the most, win the most!
!
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Delight the most, win the most!
!
![Page 29: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/29.jpg)
Cost per acquisition
Lifetime Value
@nilanp | www.housetrip.com
![Page 30: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/30.jpg)
CPA
LTV
@nilanp | www.housetrip.com
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CPALTV
competition
competition
@nilanp | www.housetrip.com
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CPArepeat growth
conversion growth
LTV
@nilanp | www.housetrip.com
![Page 33: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/33.jpg)
CPArepeat growth
conversion growth
LTV
competition
competition
@nilanp | www.housetrip.com
![Page 34: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/34.jpg)
CPArepeat growth
conversion growth
LTV
competition
competition
WINNING!!
@nilanp | www.housetrip.com
![Page 35: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/35.jpg)
Net promoter score growth
Conversion growth
Repeat growth
@nilanp | www.housetrip.com
![Page 36: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/36.jpg)
Delight the most, win the most!
!
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How ?!!
@nilanp | www.housetrip.com
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95% of our guest experience is in the hands of our
hosts!@nilanp | www.housetrip.com
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Delight the most, win the most!
!
Reward hosts who care!
!
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Reward hosts who care!
!
![Page 42: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/42.jpg)
Net promoter score growth
Conversion growth
Repeat growth
@nilanp | www.housetrip.com
![Page 43: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/43.jpg)
Delight the most, win the most!
!
![Page 44: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/44.jpg)
In summary…
@nilanp | www.housetrip.com
![Page 45: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/45.jpg)
Spend the most efficiently, win
the most!
![Page 46: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/46.jpg)
1. Relevance!2. Coverage!3. Bidding!
!
@nilanp | www.housetrip.com
![Page 47: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/47.jpg)
Delight the most, win the most!
!
![Page 48: K^2 London Presentation - Marketer Point-of-View - Nilan Peiris](https://reader033.vdocuments.mx/reader033/viewer/2022060106/554911a5b4c9055d458bf092/html5/thumbnails/48.jpg)