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Spark 2017: The Marketing Challenge: Putting Insights In To Action by Angelo Sasso
The document discusses the marketing challenges faced by The Leading Hotels of the World, emphasizing the need to convert insights into actionable strategies. It outlines a structured approach that includes creating marketing dashboards, sharing insights, and fostering a culture of collaboration and storytelling. Key components of their insights-to-action plan include campaign reviews, activity planning, and regular performance tracking to enhance efficiency and drive revenue growth.
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Spark 2017: The Marketing Challenge: Putting Insights In To Action by Angelo Sasso
- 1. THE MARKETING CHALLENGE: TURNINGINSIGHTS IN TO ACTION ANGELO SASSO THE LEADING HOTELS OF THE WORLD SPARK TRACKMAVEN MAY 18, 2017
- 2. WHO ARE WE? 2017THE 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. WHO AM I? AngeloSasso Sr. Director, Business Analytics and Customer Insights The Leading Hotels of theWorld 2017 THE LEADING HOTELS OF THE WORLD 3
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- 5. 2015 THE LEADINGHOTELS OF THE WORLD 5 Source: Forrester Research
- 6. 2017 THE LEADINGHOTELS OF THE WORLD 6
- 7. AGE OF CUSTOMERCREATES 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. WHAT ARE YOURCHALLENGES? 2017 THE LEADING HOTELS OF THE WORLD 8
- 9. 2015 THE LEADINGHOTELS OF THE WORLD 9
- 10. 2017 THE LEADINGHOTELS OF THE WORLD 10 PROCESS CULTURE
- 11. 2017 THE LEADINGHOTELS OF THE WORLD 11 PROCESS Create forums Share insights Activity planning process
- 12. THE LEADING HOTELSOF THE WORLD 12 CULTURE Storytelling is key Make data safe, fun, and easy Balance of art and science Integrate analytics team
- 13. Three key componentsof our insights to action plan 2017 THE LEADING HOTELS OF THE WORLD 13 Marketing Dashboard Reviews Marketing Activity Planning Campaign & Activity Reviews
- 14. Three key componentsof our insights to action plan 2017 THE LEADING HOTELS OF THE WORLD 14 Marketing Dashboard Reviews Marketing Activity Planning Campaign & Activity Reviews
- 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. NOT ABOUT THETOOL, 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. Three key componentsof our insights to action plan 2017 THE LEADING HOTELS OF THE WORLD 17 Marketing Dashboard Reviews Marketing Activity Planning Campaign & Activity Reviews
- 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. THE LEADING HOTELSOF 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. MAP TEAM STRUCTURE Evangelizes theprocess 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. 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. Three key componentsof our insights to action plan 2017 THE LEADING HOTELS OF THE WORLD 22 Marketing Dashboard Reviews Marketing Activity Planning Campaign & Activity Reviews
- 23. CAMPAIGN & ACTIVITYREVIEWS • Track at regular cadence • Tracking across all touchpoints • Deeper reviews quarterly • Leverage insights sharing platform 2017 THE LEADING HOTELS OF THE WORLD 23
- 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. REVIEW STANDARD KPISACROSS ALL CHANNELS 2017 THE LEADING HOTELS OF THE WORLD 25
- 26. MAKE SHARING OFINSIGHTS 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. Three key componentsof our insights to action plan 2017 THE LEADING HOTELS OF THE WORLD 27 Marketing Dashboard Reviews Marketing Activity Planning Campaign & Activity Reviews
- 29. Find anexecutive 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
- 30. TANGIBLE RESULTS Higher revenue Greaterefficiency 2017 THE LEADING HOTELS OF THE WORLD 30
- 31. 2015 THE LEADINGHOTELS OF THE WORLD 31
- 32. 2017 THE LEADINGHOTELS OF THE WORLD 32