David Baekholm, Senior VP of Growth Marketing at HomeAway joins best-selling author and futurist Brian Solis. In this episode David shares HomeAway's approach to improving CX, driving growth and leading innovation through real-time and predictive analytics.
David believes that to deliver meaningful customer experiences, executives shouldn’t start out by trying to define success. Instead, he suggests using real-time analytics to uncover friction in the customer journey. “You need to understand what customers are doing right now, not what they did weeks or months ago,” he says.
At HomeAway, all marketing decisions are based on real-time behaviors. This fast-paced, data-driven mindset has helped marketing become a strategic business partner in driving long-term growth.
One form of proof may well be in the profits: according to parent company Expedia Group, gross bookings on the HomeAway platform amounted to $8.7 billion in 2017. That number has only risen with time.
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About Brian Solis
Brian Solis is Principal Analyst and Futurist at Altimeter, the digital analyst group at Prophet. He studies disruptive technology and its impact on business. He is also a digital anthropologist who seeks to better understand how technology affects and shapes behaviors, norms and society. Through his research and published work, he humanizes all of these incredible trends to help leaders understand how technology and people are changing and what to do about it.
In addition, Brian is an award-winning author and world-renowned keynote speaker who is consistently recognized as one of the most prominent thought leaders in digital transformation, innovation and experience design. Brian has authored several best-selling books including X: The Experience When Business Meets Design, What’s the Future of Business (WTF), The End of Business as Usual and Engage!
With a loyal online audience of over 700,000 people online, his work makes him a sought-after thought-leader to leading brands, celebrities such as Oprah, Shaq and Ashton Kutcher and over 1,000 startups.