Date post: | 29-Mar-2015 |
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Meliã Hotels Internationalon Rocket Fuel
March 2014
Too much focus here…
Not enough here
PROBLEM: CONTEXT ALSO MATTERS
WHERE WE WERE
THE CHALLENGEGOALS
MAKE PROSPECTING WORK HARDER
WHERE WE WANTED TO BE
Move away from this… And be more like this.
HOW DID WE ACHIEVE THIS?REDUCE SPRAY & PRAY APPROACH AND MOVE TOWARD A MORE TACTICAL PLAN TO DRIVE GROWTH IN THE NEAR, MEDIUM & LONG TERM
WHAT WAS DONE TO ACHIEVE GOALS?STRATEGICALLY SET UP TRACKING PIXELS AND POST-IMPRESSION WINDOW TO GET CONVERTING CUSTOMERS & FEED THE FUNNEL
SCALE
PARTNERING WITH ROCKET FUEL
WHY ROCKET FUEL?
STRATEGY RESULTS
£CPO
ROCKET FUEL ACHIEVED CPO 36.2% BETTER THAN GOAL
WHAT DO WE DO NEXT?
NOT JUST FEEDING THE MACHINE BUT ALSO FUELLING THE ‘ART’ THAT APPLIES TO OUR CREATIVE
USE INSIGHTS TO FEED BACK INTO THE PLANNING CYCLE
THANK YOU!Panel Q&A