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