Ches Eaton

Manager, Americas Digital
Intercontinental Hotels Group

Ches Eaton is a digital marketing professional with over 10 years of experience and expertise in digital media including paid search, paid social, display media, attribution modeling, marketing analytics, and digital strategy. He currently serves as Manager of Digital Marketing at IHG, one of the world’s largest hotel companies with over 4,900 hotels in nearly 100 countries.

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

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The Digital Traveler: Harnessing Their Research For Your Revenue

Thursday, January 4th, 2018

09:45 Panel Discussion: Winning The Booking Through Search And Display

It’s no secret—travel brands love online advertising….but not all online advertising is the same, so you must be vigilant in measurement as you build your attribution models. The experts on this panel share their case as to what they see works best in grabbing the awareness of the traveler:

• Search: keywords needed to drive the purchase decision
o How to be specific but not too narrowly focused
• Display: following the customer down the funnel as they discover
o How long is too long to chase the sale?
• Measuring success: setting up KPIs to have fluid attribution modeling
• Adding instant-booking features on ads to convert the customer with fewer clicks
• Which method travel brands find to have the most long-term success, and bang for your buck