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Jonathan Isernhagen

Director, Analytics & Insights
Wyndham Hotel Group

Jonathan is the Director of Analytics and Insights for the Wyndham Hotels Group. His team provides guidance for the CMO, his eCommerce organization and Wyndham Hotels as a whole.

After graduating from Kellogg with an MBA in Decision Sciences, Marketing, Finance and Strategy, Jonathan was hired by Sabre to release its first cruise booking tool and the cruise industry’s first API. He then grew Sabre’s travel agency web booking engine group into a multi-million-dollar profit center.

Travelocity hired him as Manager of Analytics for the Air line of business, where his team used site metrics to identify and correct user experience problems. He then managed Travelocity’s A/B testing group, automating the testing process and quadrupling test throughput, resulting in $13M in incremental profits. He then became its Director of Marketing Analysis, implementing ROI-based channel spend monitoring and chairing the weekly Channel & LOB meetings in which Travelocity’s $100 million marketing budget was allocated and its tactics were tuned.

His current areas of focus include marketing channel attribution, social media data mining and the use of consumer data to improve personalization and retargeting.

Check out the incredible speaker line-up to see who will be joining Jonathan.

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Day One - Monday, April 27: The Customer Journey: Dreaming, Planning & Booking

Saturday, March 4th, 2017

14:10 Interactive Roundtables (Choose Two – One Hour In Duration)

Digital Travel Summit interactive roundtables will provide you with an opportunity to meet fellow digital marketers and e-commerce professionals who are facing the same challenges and discuss practical solutions. Attendees can take part in two roundtables during this hour.

1. Building Powerful Visuals And Tapping Travelers’ Photos & Videos To Promote Your Brand – Facilitated by Jeremy Althof, Manager, Direct Marketing, Hawaiian Airlines
2. Measuring The Success Of Your Local SEO Campaign & Adapting To The New World Of Pigeon – Facilitated by Amy Labroo, Senior Director of eCommerce, Online Marketing, Wyndham Vacation Rentals
3. Mobile Campaign Measurement – Facilitated by Michael Weiss, Director, Online Retail, Global Operations, Marriott
4. Building Successful Multichannel Campaigns - Facilitated by Devin Sung, Vice President, Digital Personalization, Marriott International
5. Cross-Platform Integration: How Can You Optimize The Customer Experience Across All Screens? – Facilitated by Anais Margitay, Director, Digital Marketing, ClubMed
6. Meeting Business Goals Through Social Advertising – Facilitated by Rich Tucker, Social Media Manager, Travel Leaders Leisure Group

7. The Maturation Of Meta-Search And What It Means For Your Business – Facilitated by Jason Antony, Assistant Vice President, Digital Engagement, Viceroy Hotel Group

8. Increasing Conversion & Driving Revenue Through Predictive Marketing – Facilitated by Allyson Barr , Vice President, Marketing, Boxever

9. The Next Chapter In Digital Advertising: Performance Is Everything - Facilitated by Jim Price, Vice President, Sales - Travel Industry, Criteo
10. Lost It All On Red? Win It Back With Customer Experience – Facilitated by Graham Cooke, CEO & Co-Founder, Qubit
11. Understanding User POV To Launch Great Mobile Apps - Facilitated by John Montgomery, SVP of Project Delivery, Applause

Day Two - Tuesday, April 28: The Customer Journey: Preparation, Experience & Building Customer Loyalty

Tuesday, April 4th, 2017

08:15 Keynote: Leveraging Big Data Analytics To Enhance Personalization And Drive Higher Conversion Rates

How big data can be used to understand booking seasonality and characteristics of destinations worldwide
Using big data analytics to target consumers in a more personalized way

16:10 Panel Session: Collecting & Sharing Guest Feedback To Drive Bookings & Improve Operations

• Distributing post-stay surveys and driving social sharing of positive reviews to increase exposure and bookings
• Using reviews to improve operations, guest satisfaction and loyalty
• Ensuring that survey responses and guest records in your database are intertwined: Building greater knowledge about guest preferences to make future marketing messages more relevant
• Handling less favorable feedback: When to intervene with a phone call from guest services or a general manager?

17:20 Confronting The Challenges Of Attribution Modeling In A Multi-Device Environment

As John Wannamaker once said, “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.” It’s incredibly challenging today to measure the effectiveness of marketing communications. The emerging field of attribution modeling enables marketers to better define where their resources should be committed. But in a world where the number of devices and channels has proliferated, it’s not easy to discover what is most effective in driving conversions. Customers are engaging with brands via desktop, laptop, tablets and smartphones, meaning that travel brands have to develop both the right customer experience for these devices and a strategy that focuses on their most effective interactions.
• De-duplicating your records
• Creating a means for getting attribution model output to site monitoring/dashboard tools that inform your leadership
• Challenges in obtaining impression data

Day 3

Thursday, May 4th, 2017

13:45 Panel Session: Boosting Your Digital Marketing Spend: How Can You Lobby Internally For Additional Dollars And Use Partnerships To Expand Your Reach?

Whether you’re approaching the CMO, Finance or other members of the C-suite for additional resources, the discussion around expected ROI is critical. How can you most effectively make the case for more dollars? How can you leverage partnerships to go beyond the marketing budget you’ve been given and drive relevant traffic?