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HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Micromarketing Building Blocks
RJ Friedlander
Founder & CEO
ReviewPro
Robert Cole
Founder & CEO
RockCheetah
Boro Petrovic
Architect
Oracle Hospitality
Sanjay Nagalia
COO
IDeaS
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Session Overview
• Personalization Landscape• Robert Cole, RockCheetah
• Proprietary Information/CRM Platform• Boro Petrovic, Oracle Hospitality
• Market Information / ORM Platform• RJ Friedlander, ReviewPro
• Actionable Information / RMS Platform• Sanjay Nagalia, IDeaS
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Customization & Personalization
A Complex Landscape
Robert Cole
Founder & CEO
RockCheetah
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Inspiration
Research
Planning
ValidationBooking
Travel
Sharing • Different Trips• Different Objectives
• Intensely Personal Process
• Timing is Everything• Each Stage = Different Needs
• Relevant Messaging Changes
• Progressively More Personal
• Guest’s Desired Relationship?• One Night Stand?
• Exclusive Relationship?
• Playing the Field?
7-Step Travel Process &
Multi-Persona Traveler
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Getting Personalization Right
• Offering the Right EXPERIENCE (All Inclusive Package)
• Using the Right CONTENT (Family Beach Video)
• Including the Right PRODUCT (Beachfront Hotel)
• Providing the Right VALUE (10% Discount with Oceanview Uprade)
• For the Right PRICE (Under $299 per Night)
• To the Right PERSON (Targeted Persona/Segment)
• Doing the Right THING (Clicking on Retargeting Ad)
• On the Right PLATFORM (Mobile)
• Through the Right CHANNEL (Website-Direct)
• In the Right PLACE (Metro Boston Area)
• At the Right TIME (Weekend Evening)
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Reality Check
• Daunting Number of Options
• Context is Essential
• Must Be Made Actionable
• Conflicting Priorities
• Respect Guest Preferences
• Support Enterprise Efficiency
• Integration Complexities
Reaching The Guest
The Conversation Prism – Brian Solis & JESS3
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
CRM PlatformProprietary / Internal Information
Boro Petrovic
Architect
Oracle Hospitality
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many channels….
• Fast pace changing landscape…
• Integration, Integration, Integration…
CRM – System of Systems
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many channels….
• Fast pace changing landscape…
• Integration, Integration, Integration…
CRM – System of Systems
CRMSelf
Service
Call
Center
Web
SitesWeb
SitesWeb
Stores
Web
SitesWeb
SitesMobile
Apps
PMS
POS
Social
Media
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many channels….
• Fast pace changing landscape…
• Integration, Integration, Integration…
CRM – System of Systems
- Analytics
- Actionable
Insight for Every
Role: Marketing,
Guest Services,
Revenue
Management,
Loyalty, …
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many channels….
• Fast pace changing landscape…
• Integration, Integration, Integration…
CRM – System of Systems
Plan! Design! Configure!
MACRO LevelCampaign,Revenue optimizations,Brand refreshments,…
MICRO (Personalized) Level: Just in time marketing,Just in time service actions,…
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many channels….
• Fast pace changing landscape…
• Integration, Integration, Integration…
CRM – System of Systems
CRMSelf
Service
Call
Center
Web
SitesWeb
SitesWeb
Stores
Web
SitesWeb
SitesMobile
Apps
PMS
POS
Social
Media
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
OTA
Reputation
Defender
• Unifying the data from many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many channels….
• Fast pace changing landscape…
• Integration, Integration, Integration…
CRM – System of Systems
Social
Mobile
Meta
Search
Direct On Line
Marketing -
MicroMarketing
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many channels….
• Fast pace changing landscape…
• Integration, Integration, Integration…
CRM – System of Systems
Cloud Applications Services
SOA
Standards
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Reputation Management PlatformExternal / Market Information
RJ Friedlander
Founder & CEO
ReviewPro
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
The Old Building Blocks of Marketing…
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
… Are Broken
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
The New Building Blocks of Marketing
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Reputation = Revenue
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
The Opportunity
To leverage guest intelligence to
deliver better guest experiences & to
profit from the social web
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Guest Intelligence = ORM + GSS
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Impact of Guest Intelligence on Revenue & Market Cap
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Guest Intelligence Within the Organization
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Guest Intelligence Across the Enterprise
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Interoperability of Data
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Revenue Management PlatformBusiness Intelligence / Actionable Information
Sanjay Nagalia
Chief Operating Officer
IDeaS
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
From Generalization to Personalization
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Evolution of RM and Pricing in Hospitality
Pricing by
Season and
Day-of-
week
Fixed Rate.
First-come-
first-served.
Waitlists.
Availability
Controls,
Overbooking
Dynamic
Pricing
Reputation
Influenced
Pricing
Rate
Shopping
Personalized
Packaging &
Pricing
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
So What changed…?
1969 – Apollo 11
• 64KB memory
• 0.043 MHz processor
2015 - Laptop
• 16GB memory
• Quad-core 2.9 GHz
processor
• 1 TB HDD / 8GB SSD
hybrid storage
1983 – IBM PC/XT
• 128KB memory
• 4.77 MHz processor
• 10 MB storage
Moore’s Law – 2x Performance Every 18 months - For Same Price
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Understanding Consumer Behavior
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Social Media
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Social Media Generates Lots of Data
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Customer Relationship Management
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Personal Revenue Management
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
+ We Have…. • processing power
• memory
• storage space
• analytical capability
- We Need….
• RMS integration with CRMs
• Natural language recognition
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Is Business Intelligence a Solution?
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Expressing Yourself
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Guest DNA
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Micromarketing Building Blocks
• Personalization Landscape• Context is Critical| Need Good Info, Platform, Strategy
• Proprietary Information / CRM• System of Systems | Enables Cross-Channel Execution
• Market Information / ORM• Need Data Interoperability | Complete Guest Intelligence
• Actionable Information / RMS• Need CRM/RMS Integration | Natural Language Processing
HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Micromarketing Building Blocks
RJ Friedlander
Founder & CEO
ReviewPro
Robert Cole
Founder & CEO
RockCheetah
Boro Petrovic
Architect
Oracle Hospitality
Sanjay Nagalia
COO
IDeaS
Thank You
Copies of the Presentation are Available Online
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