Clark cummings


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Clark cummings

  1. 1. Marriott Rewards: Decentralized Marketing + Email Insider Summit: December 14, 2013
  2. 2. Marriott Rewards has a tradition of turning each member Loyalty through the to assist making travel easier and Email Channel + touch-point as an opportunity upgrade their lifestyle Email has become the highest frequency channel, so pulling this maxim through our email campaigns is crucial to deliver on that promise As the loyalty program of Marriott International, we routinely create award winning campaigns that make members feel important and empowered However, we are but one source of content for members We operate in a decentralized marketing environment… and 2 2
  3. 3. • Marriott International manages The Situation + operations 3,800 properties at 74 countries around the globe • Each property has its own Marketing Manager to direct activities on the ground • This makes property marketing more relevant to the consumer but harder to maintaining brand consistency and governance • Many Marketing Managers took it upon themselves to collect their own data and use a web based ESP to deploy their 3 3
  4. 4. Buy In from Multiple Stakeholders The “solution” had to be able to drive the results the field marketing teams • + The Challenge needed • The platform had to be easy to use for even the most casual, technology impaired user Building a Solution that Works • We had to implement data processes that complied CAN-SPAM and other federal regulations • It was imperative that we leverage the data we had on our members and guests • We purposely designed a system that was low maintenance and easy to support 4 4
  5. 5. We partnered with our Email Service The Solution + Provider, to build an integrated Field Marketing Tool we call METT 5 5
  6. 6. How do we target ? METT: Marriott Email Template Tool + 1. Template based system to make it easy to use and dictate brand consistency 2. Tied to our Marketing Systems to ensure opt-outs and suppressions are being used 3. Flexible campaign types to support varied actives 4. Integrated into our Customer Data sets What's the frequenc y? 6
  7. 7. METT Frequency We choose two METT weeks every month, one for Domestic and one for International properties • This allows us to mix global marketing activities that are conceived and directed by HQ and offers/initiatives that serve the needs of the individual properties • This mix ensures the member is receiving content that is globally relevant for mass audiences, but also niche content that members wouldn’t METT Optimization previously have had access to All campaigns are reviewed and their content would be tagged to run through a optimization algorithm • That created our Propensity Model, based on: • Propensity to Property • Propensity to Market • Propensity to Brand • Propensity to Location Type Right Message Right Member 7
  8. 8. Outcome since we launched, we After 5 years deploy 100 unique METT campaigns every month reaching 5 million members and guests The campaigns that each member receives is now a more diversified mix of messages and are put through the optimization model, which increases their relevancy This tool has also helped to balance the needs of multiple business owners within the enterprise In 2013, we are on pace to generate over $30 Million in revenue