Barbara Messing, CMO of TripAdvisor, spoke earlier this month at the Skift Global Forum.

Messing is responsible for consumer marketing of the user-generated review and booking site, from brand development and experience to customer relationship marketing and public relations, and on through to search engine marketing, traffic acquisition, and mobile partnerships.

“On the content marketing side, we are very lucky because we are a user-generated content brand,” Messing told the audience. “Our community creates content for us. Our job is to package the most interesting insights.”

Messing set down in a Q&A session with Skift’s CEO Rafat Ali to discuss how TripAdvisor uses Big Data to build a travel brand.

Over the next three weeks, we will publish in full the presentations and interviews from the Forum. To follow along as they are added, bookmark this page.

Her talk is in full below.

Read more: 6 Top Quotes About the Power of User Data From the CMO of TripAdvisor



Photo Credit: Rafat Ali, CEO of Skift (L) interviewing Barbara Messing, CMO of TripAdvisor (R) at the Skift Global Forum in New York City on October 9, 2014. Skift