How can Sojern improve its digital advertising platform to better target luxury travelers?

Introduction

To improve Sojern's digital advertising platform for better targeting luxury travelers, we need to analyze the current product, understand our users, and develop innovative solutions. I'll approach this by examining user segments, identifying pain points, generating solutions, and proposing metrics for success.

Step 1

Clarifying Questions (5 mins)

• Looking at Sojern's position in the travel advertising space, I'm curious about our current market share and primary competitors. Could you provide insights into our competitive landscape, particularly in the luxury travel segment?

Why it matters: Determines our strategic positioning and areas for differentiation Expected answer: We're a top 3 player with 20% market share, competing mainly with Adara and Criteo Impact on approach: Would focus on unique value propositions and feature sets to outperform competitors

• Considering the luxury travel market's evolving nature, I'm interested in understanding our current user acquisition and retention metrics. Can you share our customer acquisition cost (CAC) and lifetime value (LTV) for luxury travel advertisers?

Why it matters: Helps prioritize between acquisition and retention strategies Expected answer: CAC has been rising, currently at $5000, with an LTV of $25,000 over 3 years Impact on approach: Would emphasize retention and upselling strategies to maximize LTV

• Given the importance of data in targeted advertising, I'm wondering about our current data sources and partnerships. Could you elaborate on the types and quality of data we have access to, specifically for luxury travelers?

Why it matters: Determines the depth and breadth of our targeting capabilities Expected answer: We have partnerships with major airlines and hotel chains, but limited data on high-end experiences Impact on approach: Would explore new data partnerships or alternative data sources to enhance targeting

• Considering the rapid changes in digital advertising, I'm curious about our platform's current technological capabilities. What machine learning or AI technologies are we currently employing for ad targeting and optimization?

Why it matters: Identifies potential areas for technological advancement Expected answer: We use basic machine learning for audience segmentation but haven't implemented advanced AI for real-time optimization Impact on approach: Would prioritize AI-driven solutions for more precise targeting and personalization