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Spark 2017: The Marketing Challenge: Putting Insights In To Action by Angelo Sasso

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Angelo Sasso is Senior Director, Enterprise Analytics and Customer Insights for The Leading Hotels of the World (LHW). He oversees the company’s customer research, financial, sales, and marketing analytics team, as well as the company’s voice of the customer measurement program. Angelo joined LHW in 2014 and introduced the marketing analytics and customer insights function to LHW while also launching their voice of the customer program. Throughout his career, Angelo’s overarching goal has been to grow the mandate of any analytics team to a consultative one from a reporting function by challenging organizations to turn insights in to action.

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Spark 2017: The Marketing Challenge: Putting Insights In To Action by Angelo Sasso

  1. 1. THE MARKETING CHALLENGE: TURNING INSIGHTS IN TO ACTION ANGELO SASSO THE LEADING HOTELS OF THE WORLD SPARK TRACKMAVEN MAY 18, 2017
  2. 2. WHO ARE WE? 2017 THE LEADING HOTELS OF THE WORLD 2 Established in 1928, LHW is a remarkably uncommon collection of over 380 independent luxury hotels in 75 countries around the world Leading is a community of people where those who cherish unordinary and unexpected story-worthy travel moments and those who craft them unite
  3. 3. WHO AM I? Angelo Sasso Sr. Director, Business Analytics and Customer Insights The Leading Hotels of theWorld 2017 THE LEADING HOTELS OF THE WORLD 3
  4. 4. HOW?
  5. 5. 2015 THE LEADING HOTELS OF THE WORLD 5 Source: Forrester Research
  6. 6. 2017 THE LEADING HOTELS OF THE WORLD 6
  7. 7. AGE OF CUSTOMER CREATES NEW CHALLENGES Too much data – What is the right data? Not enough action – What are the insights? Many possibilities – Which actions? Maintain feedback loop – What worked? 2015 THE LEADING HOTELS OF THE WORLD 7
  8. 8. WHAT ARE YOUR CHALLENGES? 2017 THE LEADING HOTELS OF THE WORLD 8
  9. 9. 2015 THE LEADING HOTELS OF THE WORLD 9
  10. 10. 2017 THE LEADING HOTELS OF THE WORLD 10 PROCESS CULTURE
  11. 11. 2017 THE LEADING HOTELS OF THE WORLD 11 PROCESS Create forums Share insights Activity planning process
  12. 12. THE LEADING HOTELS OF THE WORLD 12 CULTURE Storytelling is key Make data safe, fun, and easy Balance of art and science Integrate analytics team
  13. 13. Three key components of our insights to action plan 2017 THE LEADING HOTELS OF THE WORLD 13 Marketing Dashboard Reviews Marketing Activity Planning Campaign & Activity Reviews
  14. 14. Three key components of our insights to action plan 2017 THE LEADING HOTELS OF THE WORLD 14 Marketing Dashboard Reviews Marketing Activity Planning Campaign & Activity Reviews
  15. 15. MARKETING DASHBOARD CREATION • Interviewed stakeholders • Created dynamic dashboard that combines data from several sources • Require business units to do “shallow dives” 2017 THE LEADING HOTELS OF THE WORLD 15 Multi DimensionalViews Data Source “Training Wheels” Exploration Capabilities
  16. 16. NOT ABOUT THE TOOL, BUT ABOUT THE PROCESS • Meetings where business unit owners review drivers of performance • Cohesive narrative • Challenge team to find the “so what” • Allow hypothesis - what did / did not work • Output – activity plans 2017 THE LEADING HOTELS OF THE WORLD 16
  17. 17. Three key components of our insights to action plan 2017 THE LEADING HOTELS OF THE WORLD 17 Marketing Dashboard Reviews Marketing Activity Planning Campaign & Activity Reviews
  18. 18. MARKETING ACTIVITY PLANNING PROCESS • Review actions before taking them • Share best practices • Infuse insights to planning process • Ensure goal setting • Understand sweat to equity 2017 THE LEADING HOTELS OF THE WORLD 18
  19. 19. THE LEADING HOTELS OF THE WORLD 19 Campaign Ideation & Brief Campaign Strategy Review & Prioritization Channel Strategy, Planning & Execution 1 2 3 Campaign Insights Sharing 4 MAP PROCESS OVERVIEW
  20. 20. MAP TEAM STRUCTURE Evangelizes the process 2017 THE LEADING HOTELS OF THE WORLD 20 Executive Sponsor Process Champion Process Owner Review Team Activity Owner Drive cross team alignment Owns operational process A collective of decision makers Drives the activity from to execution
  21. 21. CAMPAIGN EXECUTION MEETINGS • Weekly with tactical teams • Review activities to synchronize efforts • Learnings shared to increase efficiency • Review results and best practices 2017 THE LEADING HOTELS OF THE WORLD 21
  22. 22. Three key components of our insights to action plan 2017 THE LEADING HOTELS OF THE WORLD 22 Marketing Dashboard Reviews Marketing Activity Planning Campaign & Activity Reviews
  23. 23. CAMPAIGN & ACTIVITY REVIEWS • Track at regular cadence • Tracking across all touchpoints • Deeper reviews quarterly • Leverage insights sharing platform 2017 THE LEADING HOTELS OF THE WORLD 23
  24. 24. WHAT WE REVIEW • Standardized set of KPIs across campaigns • Activity owners trained on analytical tools • Activity owner + analytics team to tease out deeper insights • Analytics team responsible for consolidating learnings 2017 THE LEADING HOTELS OF THE WORLD 24
  25. 25. REVIEW STANDARD KPIS ACROSS ALL CHANNELS 2017 THE LEADING HOTELS OF THE WORLD 25
  26. 26. MAKE SHARING OF INSIGHTS EASY Reinforce use of an insights sharing tool by placing relevant analysis, reports, and dashboards in the tool 2017 THE LEADING HOTELS OF THE WORLD 26
  27. 27. Three key components of our insights to action plan 2017 THE LEADING HOTELS OF THE WORLD 27 Marketing Dashboard Reviews Marketing Activity Planning Campaign & Activity Reviews
  28. 28.  Find an executive sponsor  Enroll marketing leadership  Ease teams in to commentary over time  Assign a handful of “analytics champions”  Keep the narrative tight and interesting CULTURE CHANGE CHECKLIST
  29. 29. TANGIBLE RESULTS Higher revenue Greater efficiency 2017 THE LEADING HOTELS OF THE WORLD 30
  30. 30. 2015 THE LEADING HOTELS OF THE WORLD 31
  31. 31. 2017 THE LEADING HOTELS OF THE WORLD 32

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