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THE MARKETING CHALLENGE: TURNING INSIGHTS IN TO ACTION ANGELO SASSO THE LEADING HOTELS OF THE WORLD EYE FOR TRAVEL SMART TRAVEL DATA SUMMIT 2/2017
THE MARKETING CHALLENGE: TURNING INSIGHTS IN TO ACTION
A N G E L O S A S S OT H E L E A D I N G H O T E L S O F T H E W O R L D
E Y E F O R T R A V E L S M A R T T R A V E L D A T A S U M M I T
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WHO AM I?
Angelo SassoSr. Director, Business Analytics and Customer Insights
The Leading Hotels of the World2017 THE LEADING HOTELS OF THE WORLD 2
WHO ARE WE?
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Founded in 1928 and comprised of more than 375 hotels in 75 countries, Leading Hotels is one of the largest luxury hotel collections in the world.
Leading Hotels connects curious travelers with remarkably uncommon properties around the world that meet the needs of our target customer.
Most of our hotels are independent and family owned. Leading Hotels provides sales, marketing, distribution, technological and consultative services to our member hotels.
2015 THE LEADING HOTELS OF THE WORLD 5
Source: Forrester Research
AGE OF CUSTOMER CREATES NEW CHALLENGES
• Too much data – What is the right data?
•Not enough action – How do we turn data into insights?
•Many possibilities – How do we focus on the right actions?
•Maintain feedback loop – How do we know what worked and what did not?
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IT COMES DOWN TO TWO THINGS…PROCESS
• Create forums where insights can be discussed
• Institute ways to share insights across teams
• Create activity planning process to critically review high resource projects and set goals
CULTURE
• Challenge assumptions and ask for data during decision making meetings
• Integrate performance results and goal setting in to team meetings
• Make data safe, fun, and easy to use
• Emphasize the balance of art and science
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Three key components of our insights to action plan
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Marketing Dashboard
Reviews
Marketing Activity
Planning
Campaign & Activity Reviews
Three key components of our insights to action plan
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Marketing Dashboard
Reviews
Marketing Activity
Planning
Campaign& Activity Reviews
MARKETING DASHBOARD REVIEWS• Interviewed stakeholders to understand how they
make decisions and what information is critical to them
• Created dynamic dashboard that combines data from several sources and tracks performance versus goal and prior years
• Require business units to do their own “deep dives” in to performance using the curated data set provided with dashboard
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1 Report~50 KPIs
Multi Dimensional Views Early, Consistent Cadence
Limited, Unified Data SourceData Exploration CapabilitiesSemi – Automated – 1 Person
The “What” and Most of the “Why”
NOT ABOUT THE TOOL, BUT ABOUT THE PROCESS
• Monthly meetings where business unit owners are responsible for reviewing prior month’s performance
• Challenge team to give us the “so what” information rather than a read out of results
• Discuss performance to goal, trends, what worked, what did not work, and key drivers of performance
• Activity plans created to capitalize on opportunities to respond to areas that are not performing to goal
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Three key components of our insights to action plan
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Marketing Dashboard
Reviews
Marketing Activity
Planning
Campaign & Activity Reviews
MARKETING ACTIVITY PLANNING PROCESS
• We needed a process to review actions before taking them and to share best practices
• Goal was to infuse insights from dashboard meetings and other analysis in to the planning process
• Also wanted to ensure that goals were being set prior to campaigns or other strategies being set
• Needed to understand if the “sweat to equity” was worth it
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Campaign Ideation & Brief
Campaign Strategy Review &
Prioritization
Channel Strategy, Planning & Execution
1 2 3
Submission of campaign idea:§ Summary§ Objectives§ KPIs§ Business/ROI Impact Estimate
Global alignment on strategy & prioritization of campaigns.
Part 1: This process involves:§ Channel strategy alignment § Estimation of effort § ROI refinement§ Scheduling
Part 2: Execution by channel and tracking
Core Objectives
Campaign Insights Sharing
4
Report results and share insights & learnings with the global team.
MAP PROCESS OVERVIEW
MAP TEAM STRUCTURE
Evangelizes the process and acts as an escalation
point
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Executive Sponsor
Process Champions Process Owner Campaign
Review TeamCampaign
Owner
Drive cross team alignment and
serve as advisors and administrative
support for process owner
Owns process from operational
perspective –facilitating the workflow and
meetings
A collective of decision makers
from key functional areas
who can prioritize and align
Drives the activity from ideation to
execution; coordinates the
tracking of results and works with analytics team to
share insights
Three key components of our insights to action plan
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Marketing Dashboard
Reviews
Marketing Activity
Planning
Campaign & Activity Reviews
CAMPAIGN & ACTIVITY REVIEWS
• Campaigns and activities are tracked on a monthly basis, with high level KPI results communicated to marketing team
• Tracking across all touchpoints implemented prior to campaign to semi-automate collection of data
• Deeper reviews are done quarterly with full marketing team
• Learnings are placed on an insights sharing platform and referenced during ideation of MAP process
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WHAT WE REVIEW• Standardized set of KPI across campaigns so we can
compare
• Campaign owners trained on basic analytical tools –Google Analytics, Excel dashboards, and other standard reports
• Campaign owner works with analytics team to review data and tease out learnings
• Analytics team responsible for consolidating learnings and tying them back to the bigger picture
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REVIEW STANDARD KPIS ACROSS ALL CHANNELS
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MAKE SHARING OF INSIGHTS EASY
Reinforce use of an insights sharing tool by placing relevant analysis, reports, and dashboards in the tool
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Three key components of our insights to action plan
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Marketing Dashboard
Reviews
Marketing Activity
Planning
Campaign & Activity Reviews
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