Challenge/Opportunity

• Hospitality conglomerate had multiple properties with different experiences
• In order to drive revenue using new segmentation and marketing platform needed to understand guest journey
• Marketing was challenged with pulling emotional and rational information together
• No 360-degree view to support strategy and precision marketing
• Multiple platforms and data sets were difficult to assess for purposes of consolidation and aggregation
• Data scattered across 5 LOB’s, 3 reservation systems, multiple POS and Food/Beverage systems

Approach

• Developed journey maps for top brands and properties
• Identified strengths and weaknesses for each property across customer lifecycle
• Created a lifecycle marketing strategy
• Audited every company ‘screen’ to determine current data captured at touchpoints
• Reviewed each datastore and dictionary to determine potential
• Evaluated data for the 4 “A’s” – Accuracy, Availability, Actionable, Adequate for purpose
• Created a framework for as is and to be state
• Rolled up data elements into a common spreadsheet to determine potential
• Developed data tables to identify data strategy for exact data elements to be built into central datamart

Result

• Using as a basis for future go to market strategy
• Creating lifecycle marketing using new toolkit
• Using as a basis for building a CRM/Sales/Marketing database