management, messaging, measurement · 2017-06-26 · data following through the company. fully...
TRANSCRIPT
CRM3 MANAGEMENT, MESSAGING, MEASUREMENT
MICHAEL BENNETT - SVP, GLOBAL MARKETING
DUANE HEPDITCH - SVP, PRODUCT MARKETING
MARCH 9, 2017
What’s the big CRM idea?
“CRM3 is the new standard in managing the fragile
relationship between hoteliers and guests. It’s the
next generation in management, messaging and
measurement of customer relationships.”
What is CRM3?
Let’s break it down…
CRM3 - MANAGEMENT
“Management is about connecting to,
consolidating, cleansing and creating
secure, actionable data. A true, single
version of truth.”
TRAVELER LIFECYCLE
Apps
PMS
Social
Partners
GSS
Call Center
POS
CRS
Loyalty
Activities
Web
Mobile
Apps
PMS
Social
Partners
GSS
Call Center
POS
CRS
Loyalty
Activities
Web
Mobile
Data Intelligence Warehouse
SINGLE
VERSION
OF TRUTH
CRM3 – MANAGEMENT IN ACTION:
AMRESORTS
Data Driven Digital Marketing | The Challenge
CRM
Mobile
SEM Video
Social
In early 2015 AMResorts knew that the success of
their digital marketing efforts was tied closely with
their ability to activate and learn from the wealth of
data following through the company.
Fully leveraging their first party data wasn’t just
going to impact bottom line results but also provide a
more personalized and engaging experience for
each guest.
AMResorts engaged us to lead this comprehensive
data-driven strategy based on our expertise in data
integration and activation for the travel industry.
The challenge wasn’t only consolidating enterprise
data sets, but gleaning insights to drive action while
measuring the impact to create a process of
continuous improvement and optimization.
Web
Display
Data Driven Digital Marketing | The Data
Data Append Analysis – AMResorts Top Guests Profile
DEMOGRAPHICS Age:
Middle Age 54% between 42 – 69
27% between 50 - 61
Gender:
Skews Male (based on purchase)
70% Male
30% Female
Martial Status:
Married
71% Married
HHI:
Affluent 73% above $100K
29% above $250K
Data Driven Digital Marketing | The Data
Data Append Analysis – AMResorts Top Guest Profile
LIFESTYLE PREFERENCES + BEHAVIORS
Key High-Indexing Categories
Interest in Travel
Health and Wellness
Food and Wine
Sports
Music and
Entertainment
Luxury Pursuits
Outdoor Activities
Luxury Life
86%
80%
80%
72%
63%
63%
62%
62%
61%
59%
55%
52%
52%
48%
43%
43%
43%
42%
41%
29%
26%
26%
23%
23%
20%
20%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Interest in Travel
Business Travel
Personal Travel
Book Buyer
Healthy Living
Food & Wine
Interest in Cooking
Interest in Gourmet Cooking
Sports
Sporting Life
Interest in Music
Entertainment
Do-it-Yourselfer
Great Outdoors
Family
Female Merch Buyer
Children Interest
Luxury Life
High Tech Leader
Pets
Health + Beauty
Avid Readers
Diet Weight Loss
Vacation Travel
Owns A Dog
Golf Lover
Data Driven Digital Marketing | The Data
January February March April May June July August September October November December
Breathless 79% 72% 78% 122% 105% 112% 107% 94% 118% 125% 97% 97%
Dreams 111% 96% 89% 107% 91% 103% 102% 83% 91% 105% 101% 121%
Now 116% 89% 77% 100% 107% 102% 93% 74% 78% 105% 118% 146%
Secrets 121% 108% 83% 111% 100% 95% 93% 83% 87% 111% 100% 109%
Sunscape 120% 112% 94% 106% 91% 98% 100% 74% 91% 118% 85% 117%
Zoetry 98% 86% 90% 93% 99% 101% 78% 92% 95% 121% 121% 117%
Grand Total 113% 99% 86% 109% 97% 99% 96% 83% 90% 111% 101% 114%
January February March April May June July August September October November December
Breathless 114% 129% 121% 100% 92% 89% 82% 90% 84% 86% 84% 115%
Dreams 123% 115% 120% 105% 82% 88% 102% 86% 76% 74% 83% 134%
Now 129% 121% 114% 113% 92% 82% 95% 96% 74% 70% 81% 113%
Secrets 125% 130% 119% 101% 95% 89% 93% 90% 84% 83% 88% 109%
Sunscape 129% 117% 112% 111% 100% 98% 98% 93% 85% 81% 83% 111%
Zoetry 121% 129% 104% 116% 83% 102% 92% 90% 78% 81% 83% 120%
Grand Total 124% 123% 115% 104% 90% 92% 95% 91% 81% 80% 86% 119%
January February March April May June July August September October November December
Breathless 105% 114% 112% 109% 92% 87% 99% 102% 91% 94% 106% 87%
Dreams 100% 105% 100% 107% 89% 99% 95% 101% 99% 94% 105% 105%
Now 108% 99% 99% 98% 83% 101% 97% 106% 96% 94% 109% 111%
Secrets 107% 103% 108% 105% 97% 96% 102% 100% 94% 94% 97% 100%
Sunscape 114% 104% 115% 106% 93% 91% 105% 93% 95% 94% 103% 91%
Zoetry 104% 108% 109% 99% 105% 96% 93% 90% 100% 107% 94% 98%
Grand Total 105% 105% 106% 105% 93% 96% 99% 98% 96% 95% 101% 99%
ALOS Indexes
Booking Window Indexes
ADR Indexes
Data Driven Digital Marketing | The Insight
Demographic Data
Age: 30+
Income: $150K+
Education: University +
Intent Data
Travel: In-market for a resort in
a destination with an AM Resort
Property
Intent Data
Flight: Purchased a
flight to an AMResorts
destination
Psychographic Data
Interest: Food + Wine
Interest: Health + Wellness
Interest: Gourmet Cooking
Interest: Travel
Lifestyle: Luxury Pursuits
Lifestyle: Outdoor Enthusiast
Lifestyle: Music Enthusiast
Lifestyle: Avid Reader
Data Driven Digital Marketing | The Insight
CRM
Mobile
SEM Video
Social
Web
Display
Data-Driven Digital Marketing | The Impact
GROWING ECOMMERCE REVENUE AT A HIGH RATE OF RETURN
THROUGH DATA DRIVEN DIGITAL MARKETING
2015 2014
Direct Revenue
2015 2014
Direct Bookings
+27% +34% Bookings
CTR
CPC
CPA
Q116 YOY Performance
+111%
+69%
-73%
-80%
* All results based on same property YOY performance
CRM3 - MESSAGING
“Messaging is about enabling the greatest
reach for your hotel. Whether it’s regarding
a trip confirmation, your hotel website or
multi-channel digital marketing efforts.”
INTENT
PMS
CALL CENTER
WEB
DATA
INTELLIGENCE
WAREHOUSE
MOST VALUABLE
GUESTS
MOST VALUABLE
PROSPECTS
TRIGGER THE RIGHT MESSAGE, AT THE RIGHT TIME, TO THE RIGHT
CUSTOMER, VIA THE RIGHT CHANNEL
AUTOMATED
TARGETED
PERSONALIZED
RELEVANT
LIFE-
STYLE
SOCIAL
MOBILE
SOCIAL
DISPLAY
MESSAGING AUTOMATION
CRM3 – MESSAGING IN ACTION: PACIFIC CREST HOTEL SANTA BARBARA
In a competitive region, the team
at Pacific Crest Santa Barbara
wanted to:
• Improve their visibility online
• Use technology to engage with
their guests via the channels
that work for them
• And improve their TripAdvisor
ranking
Pacific Crest
Santa Barbara
Enable reach for your hotels through every channel
• 3 days after check out send a
branded, personalized
automated email to guests
linking to an online survey
• Can be viewed on any
device/email client
• With an average click through
rate of 19% they see
exceptionally high engagement
rates from many guests
Automated emails
Enable reach for your hotels through every channel
• Short and to the point, this
survey can be completed at
any time on any device
• One of the key questions
included in their survey is the
Net Promoter Score (NPS):
“How likely are you to
recommend Pacific Crest Hotel
Santa Barbara to a friend or
colleague?”
• Pacific Crest Santa Barbara
has an NPS score of 92
Online survey
Enable reach for your hotels through every channel
Communicating with guests through their channels
• Post-survey guests can post a
review on TripAdvisor
• Review is posted there and
then, no login, no change of
website
• Guestfolio pre-populates the
review field with comments
from the online survey, making
the process quick and
seamless
TripAdvisor
In just 3 months Pacific Crest
Santa Barbara jumped from
#41 to #1 on TripAdvisor
CRM3 – MESSAGING IN ACTION:
THE WELLESLEY LONDON
Communicating with guests through their channels
The Wellesley uses email
communication to share their
WhatsApp details
• Allow guests to check-in via
• Allow guests to make
bookings via WhatsApp
• Communicate via email
marketing campaigns or
automated emails
Messaging
£38,000 in revenue generated
from marketing campaigns
alone for Jan & Feb 2017
CRM3 – MESSAGING IN ACTION:
HEATHMAN LODGE
Communicating with guests through their channels
Using email automation:
• Engage with guests 60 days
and 4 months after check-out
• Offer incentives to book
again and book direct
• Target your most valued
guests based on no. of times
previously stayed
Automated
BringBacks
Heathman Lodge saw $128,000
in revenue generated from
BringBack emails alone in 2016
CRM3 - MEASUREMENT
“Measurement is more than ROI. It’s
allowing hoteliers to gain deep insights on
their guests while understanding key
metrics that help drive the decisions their
guests make resulting in more profitable
direct business.”
Measurement Confusion?!?!
CRM3 – MEASUREMENT IN ACTION:
HOTEL DEL CORONADO
The Challenge
• Going into their high-season booking window, Hotel Del made
the decision to completely eliminate all sales and promotions in
an effort to increase property ADR
• As the summer high-season progressed e-commerce bookings
slowed as past guests waited for the sales to begin
• Hotel Del needed a new, more affluent guest and they needed to
increase e-commerce booking volume
Guest Analysis
We analyzed the Hotel Del Internal
Database and identify three target audience
types based on actualized purchases and
historical purchase patterns
Stayed during the 2014 high season with a
higher ADR than their past high season stay
Stayed during the 2014 high season with an
ADR higher than $500 and had no previous stay
Stayed during the 2013 shoulder season with
an ADR higher than $500
531 guests
3,174 guests
21,693 guests
Guest Analysis & Appends
Aggregate of three targeted audiences
25,398 guests | 11,198 appended
Average Age: 51 64% of this audience falls between the ages of
42 to 61
Marital Status: Married 73.2% of this audience are married
Gender: Skews Male 61% of this audience is Male
Household Income: $150K+ 45.4% of this audience earns $150K+
13.5% of this audience earns $100K-$124K
High Indexing Interests/Lifestyle: Gourmet Cooking
Investor
Sports and Leisure
Fashion
Domestic Travel
Art
Through third-party data appends we
created a rich guest profile based on a wide
range of demographic and psychographic
attributes
Look-a-Like Audience Model | Hotel Del High ADR Guests
Demographics:
• Age: 38-61
• Income: $150K+
• Education: University+
Geographic:
• Lives in one of the property’s
major feeder markets
Behaviors + Interests: • In market for a trip to San Diego
• Domestic Travel
• Sports and Leisure
• Fashion
• Arts
• Collectibles – Antiques
• Hunting/Shooting
• Golf
• Real Estate Investments
• Philanthropic
• Food + Wine
Geo-focused Positioning
We focused the advertising efforts on the
top affluent zip codes in the top markets to
ensure an efficient and effective use of the
media placements.
Exact Match Targeting
Pinpoint guests who have been identified as high ADR
stayers within your internal database and reach those exact
consumer as they browse
High Season High ADR Stayer
HHI: $200K
Interested in: Fashion
Database Match: Exact Match
Target with Display Ad
Shoulder Season High ADR Stayer
HHI: $175K
Interested in: Art
Database Match: Exact Match
Target with Display Ad
Targeted Ads 1st Party
Audiences + Data
Match online guest profiles to
segmented audiences within the
internal database
Reach the same guests who are in the
CRM database
Behavioral Look-a-Like Modeling
High ADR Stayer Look a Like
HHI: $200K
Interested in: Investing
Database Match: High ADR
Target with Display Ad
High ADR Stayer Look a Like
HHI: $150K
Interested in: Gourmet Cooking
Database Match: High ADR
Target with Display Ad
Targeted Ads
Look-a-like Audience
Model built based of 1st
Party Audiences + Data
Reach Look-a-like audience with
targeted ads
1st Party
Audiences + Data
Using 3rd party data to build an audience that represents the
guests identified as high ADR stayers.
CRM + CRM Remarketing
Highly
Targeted 1st
Party Emails
High
Season/
High
ADR/
Previous
Stay
High
Season/
High
ADR/ No
Previous
Stay
Shoulder
Season/
High
ADR
Response
Bookings
Conversion
Property
Website Remarketing
Highly
Targeted
Display
Audience
Profiles: 3rd
Party Data
1st Party Data
Consumer Data Data Profile
Matching + Look
Alike Modeling
Cendyn
Marketing Platform
CRM & CRM Remarketing
Creative Strategy
All creative was tailored with content customized based
on their historical stay data. The e-mail creative included
personalized messaging to the past guests.
The Results
25,736 104,222 IMPRESSIONS E-MAILS OPENED
340 94 BOOKINGS ROOM NIGHTS
194X ROAS
$454 ADR
Converting Affluent Guests at a High Rate of Return
5 Week Campaign
Key Take-aways…
• Management
• Connect, consolidate, cleanse and create a single source of
truth that you can action
• Messaging
• Enabling the greatest reach for your hotel comes in many
ways, shapes and forms
• Measurement
• It’s more than ROI. Deep insights allow you to know your best
guests better and find more that look like them
THANK YOU