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Hyatt MDM Case Study: Increasing Revenue with Better Customer Insight
Chris Brogan
VP Business Strategy Analytics
Hyatt Hotel Corporation
• Global Hospitality organization
• Several brands - Hyatt Place - Hyatt Regency - Park Hyatt
• Resorts, Hotels, Residential, and Vacation properties
• 483 Properties
• Gold Passport Loyalty Program
About Hyatt
3
4
CHALLENGE: Complex Customer Relationships
Larry Goldman
Uses Informatica’s corporate rate
Creates a booking
Uses meeting planner
Samantha Hightops
MEETINGS
ARE US
Works for Meetings
Are Us
CUSTOMERS
• The need for lifetime value
• Marketing campaign performance analysis
• Multi-channel usage and preferences
• The impact of different rate structures
• Sales manager effectiveness
5
CHALLENGE: Corralling The Information For Complex Analytics
6
Need A Complete CRM Environment
Scalability
Global
B to B/B to C
Dashboards,
Ad Hoc
Campaigns,
Email, Scoring
Data Integration
Master Data Management
Reporting
Applications
…YESTERDAY!
7
Somersaults
Guest Information
Hotel Preferences
Visit Purpose
Events & Bookings
Hyatt has a centralized Reservation system
and Website
The domestic sales system is centralized
Back Flip
8
Multiple Roles
Travel Agents
Business Contacts
Guests
Meeting Planners
Multiple Systems
20 Email Service Providers
3 Financial Systems
Global Operations
Out-sourced & In-sourced Systems
Multi-language
9
Backwards Triple Flip Dismount
Stay Frequency
Detail Charges
Marketing
Performance
Event Behavior
Customer
Routines
Local Food & Beverage Systems
Local Sales System
Internationally
Compressed Batch
Windows
Local HR & Finance
Local Property Management Across 800
Hotels
10
Possible Solutions
Power Full Suite Time to Market Cost
Outsource
SAS
IBM
Informatica
= Great = Does not meet criteria = Grade 7 = Grade 8
11
Architecture Vision
Informatica PowerCenter Informatica PowerCenter Real-Time Offers
Enterprise Data
Warehouse
Predictive Scoring & Analytics
All Channels
All Channels
All Channels
List
Pulls
Real Time Marketing
Customer
Profile
Field
Marketing
Field
Marketing
Field
Marketing
Field Marketing
Email Marketing (Cheetah)
Ids, groupings Metrics
Customer Info
Tra
nsa
ctio
ns
Mgmt
Reports
Over 4000 files received each night
Customer Info
Tra
nsa
ctio
ns
Real-Time CDI
Tra
nsa
ctio
ns
Customer Hub
(INFA MDM) Campaign
Mgmt (SAS)
Response
Tracking
IDQ
12
Hospitality Relationships
Larry Goldman
Samantha Hightops
MEETINGS
ARE US
Relationship Type = Individual-Account
Role = Guest
Relationship Type = Individual-Account
Role = Business Contact
Relationship Type = 3rd Party Meeting Planner
Relationship Type = Individual-Account
Role = Business Contact
Uses Informatica’s
corporate rate
Creates a booking
Uses meeting planner
Works for Meetings Are Us
CUSTOMERS
13
EDW Relationships
Combined Parent Account
External Parent Account
Internal Parent Account
Customer Relationship
Individual
Account Customer Class = Account
Customer Class = Individual
Customer
Relationship Type = Account –
External Parent
Relationship Type= Account –
Internal Parent
Relationship Type = Account –
Combined Parent
Jul 2011 Aug Sep Oct Nov Dec Jan 2012 Feb Mar Apr May
User Test
• Verify information quality
• Verify business rules
• Validate data governance processes
14
Phase 1 Timeline
Design and Development
• Refine business rules
• Integrate stays and reservations
• Customer cleansing and consolidation
• Match businesses and consumers
• Build Customer Intelligence data mart
Phase 2: Closed Loop Marketing
System Test
• Test daily automation
• Test data loads
• Test customer matching against real volumes
Phase 1: Design, Develop, Build, Load
1 2 3 4 5 6 7 8 9 10 11 12
• Finalize Requirements
• Initial Run
• Little/No Configuration
• Incremental Match Improvement
• Incremental Match Improvement
• Test Survivorship
• Incremental Match Improvement
• Incremental Survivorship improvement
Don’t whiteboard everything, start processing your data and validate
15
Iterative Customer Data Integration
Reports delivered early in project
using phased approach
• Expertise in global data within Informatica MDM is unique and not very prevalent
• It can be hard to test large volumes of data completely (2+ weeks for initial load). Check matches before committing to merging your data
• Stay lean and mean within MDM (key fields only)
Pitfalls to Avoid
16
• Ability to visualize interaction between customers
• Longitudinal view of the customer experience (reservation through stay)
• Global understanding for event and group sales
• Springboard for new analytical applications
17
What Did We Get
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
18
No Rest For The Wicked
Phase 2: Closed Loop Marketing and C10 Upgrade
International Marketing Dashboard
ESP Conversion
ESP Conversion C10 Upgrade
Phase 3
Data Governance Set Up
Operationalize Customer Hub
Campaign Management Ideas/Eflex Feed from EDW
User Test
• Verify information quality
• Verify business rules
• Validate data governance processes
19
International Dashboards
20
International Dashboards
CRIS Steering Committee
12/14/2011 - 20
21
EDW Becomes The Conduit To… Everything
Hyatt Ecom
Hyatt.com/Reservations
EDW Hyatt Sales
Property Systems
Post Show/Accept/Reject Offers
22
Operationalizing the Hub: Hyatt.com
Browse Known visitor
Return Offers
Hub Provides Profile
(Exercise Fanatics)
Reports and
Analytics
Website Displays
Question
Re-segment Consumer Based
on Contextual Behavior:
“I Am Also Interested in Local Music”
Trigger Re-segmentation
Based On User-defined Business Rules
Recommend Offers or Questions:
“Who is Your Favorite Musician?”
Get Offers
Post Show/Accept/Reject Offers Get Offers
23
Operationalizing the Hub: Central Reservations
Browse Known visitor
Return Offers
Hub Provides Profile
(Frequent Stayer)
Reports and
Analytics
Agent Asks Question
Re-segment Consumer Based
on Contextual Behavior:
“Traveling With Family”
Trigger Re-segmentation
Based on User-defined Business Rules
Recommend Consultative Scripts:
“Do Your Kids Like Water Slides?”
24
Business Scenarios
Synchronization Across Hotels
• Share profiles across hotels
• Share personalized notes across hotels
Customer
Information
Sharing
Real-time Marketing
• At check-in
• During reservations
Personalized
Offers
Customer Classification
• Identify role of a guest – Meeting Planner – Travel Agent
• Identify relationships between accounts, guests, and business contacts
Automatic
Relationship
Identification
Derived Metrics
• Customer value
• Response modeling
Real-Time
Analytics
25
Summary
• Extensive Data Gymnastics is the path to a perfect 9.3
• Turning raw data into something interesting for information consumers combines BI, MDM, ETL, Data Governance, and statistics.
• Iterative development at a Global/Enterprise level
• Follow through with your plan: Somersault before you flip or get on the rings
1
2
3
Questions?