From helping restaurants grow and run their businesses, to enabling diners to discover and book the perfect table every time they dine, OpenTable’s story is one of connection—among diners, restaurants, and their communities. Through its mobile app and online reservation system, each month Open Table manages an astounding 16 million reservations for 32,000 restaurants—generating over 450,000 customer reviews. Join us to learn how Scott Jampol, SVP of Marketing, leverages Marketing Cloud to ensure an appetizing experience each and every time. You’ll hear how diner profiles and recommendations enable 1:1 personalization for emails, SMS, and push notifications, and how user generated content empowers social connections.

1. The New World of Marketing
Scott Jampol, SVP Marketing @sjampol

2. Meet
OpenTable

3. Help diners find the perfect table

4. Help restaurants manage tables
and guests

5. These work together so when you
decide, the restaurant knows
you’re coming

6. We
connect
diners
and
restaurants

7. 7
7
OpenTable’s
original
vision
was
to
connect...
&
Diners
Where
and
when
should
I
eat?
Restaurants
How
can
I
be:er
serve
my
guests?

8. 8
8
Online
reserva9ons
Diners
Where
and
when
should
I
eat?
Restaurants
How
can
I
be:er
serve
my
guests?

9. Today
our
vision
is
bigger

10. To
power
great
dining
experiences

11. 11
11
We’re
connec9ng
diners
&
restaurants
in
new
ways...
Last
Minute
ReservaCons
Real-­‐Time
Communica9on
Mobile
Payments
Diners
Where
and
when
should
I
eat?
Restaurants
How
can
I
be:er
serve
my
guests?

12. With
a
new
vision,
comes
new
markeCng
challenges

13. 13
What
worked
in
the
past,
may
not
anymore
Old
way
New
way
Team
structure
Siloed
Fully
integrated
Customer
communicaCons
Primarily
email
MulC-­‐channel
Measurement/
a:ribuCon
Last
click
MulC-­‐channel
Primary
plaOorm
Desktop
Mobile
Loyalty
rewards
Higher
frequency
More
data

14. Building the modern marketing organization
• “I was told there would be no math”
• Content is essential
• The product team is your sibling;
acquisition team your spouse
• Data is your super power
• Be agile and (fail) fast

15. Engagement Marketing is not just email
• Marketing is not just for marketing
anymore
• Once you identify intent, “drive a
bus through it”
• Ask your diners how and when they
want to hear from you
• What was “creepy” isn’t so creepy
anymore

16. With multi-channel, comes attribution pain
• Last click attribution may be
dangerous
• Need the (right) data in one place
• ROI is more philosophy than
exact science
• It doesn’t matter if it doesn’t scale

17. Even “mobile-first” undersells the importance
• Google has already tipped
• What is “mobile optimized?”
• Mweb & apps are different animals
• When should you ask for the install?
• Know why consumers use (or don’t
use) your app

18. Reinventing the loyalty program
• People will share a lot if you
promise better experiences
• But if you ask, you have to use it
• Personalized experiences > “cash
back” for many consumers
• Reward good behavior, not just
frequency

19. Key things to remember
It’s time to rethink the
marketing org structure
Engagement opportunity
is much more than just
email
Reward people for
giving you data and for
good behavior, not just
frequency
1 2 3

20. 20
Experience
the
new
OpenTable
for
yourself!
Find
and
book
a
parCcipaCng
restaurant:
pay.opentable.com
$20
credit
with
promo
code
CONNECTIONS
Code
expires
6/30/15

21. Description here.
Container resizes as needed.
Sco:
Jampol
@sjampol