multiple brands enabled the hotelier
to craft unique offers for
customers and exceed sales goals.
— CIO — Make every interaction
meaningful: It's the Marriott philosophy.
This is not an easy task given
the multitude of Marriott brands
and the plethora of campaign
management tools used
to contact customers.
By partnering with brand leaders
and marketing leaders, Marriott's IT
department built a unified framework
for engaging with customers.
The project enabled Marriott
to exceed its revenue goals
while sending customers fewer,
more targeted communications.
The Situation: With more than
3,200 properties operating under
19 brands in 67 countries, Marriott
needed a campaign management
platform that could scale across
brands, programs and marketing
organizations; integrate guest
and efficiently serve offers
to millions of customers.
To read more on this topic
see: Get More from CRM: Activities
vs. Campaigns and The Keys
to Marriott's Success.
What They Did: A cross-functional team
of marketing leaders, brand leaders
and IT defined the experience
they wanted to provide to customers
across all Marriott regions, brands
and franchises. "We needed to fully
understand Marriott's marketing goals,"
says Mike Keppler, senior vice president
of sales, marketing and revenue
management systems. To accomplish
this goal, Marriott built a data
warehouse that provides sales
and marketing employees with
a "working memory" of the customer.
A data appliance provides
the computing power necessary
to very quickly parse large amounts
of disparate data about customers
collected in different hotel systems.
Statistical models derive and
present offers to customers based
on their past preferences
and behavior. Metrics gathered
from each campaign fuel
future campaigns and build upon
the working memory
about each customer.
Why It Was Unique: Marriott knew
its customers visited multiple brands;
for the first time, it had a way to tailor
its offers to how guests use
its different services. In the spring
of 2007, the first e-mail campaign
to use the platform was sent
to 3 million recipients. It included
2.9 million unique messages with
offers targeted to the recipients.
The campaign exceeded its
original revenue goals by
35 percent within six months
of deployment. The platform also
includes a Web-based self-service
tool for regional marketers,
cutting regional campaign
development from six weeks
to two days.
The Takeaway: A cross-functional
approach facilitated the creation
of an end-to-end business
process supported by
technology that provides balanced
marketing with relevant offers.
Rick Swanborg is president of
ICEX and a professor
at Boston University.
For more information,
Sent from Kigali, Rwanda