HTNG North America Conference 2015 - Micromarketing Building Blocks

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


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


Customization & Personalization

A Complex Landscape

Robert Cole

Founder & CEO

RockCheetah


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


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)


• 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


CRM PlatformProprietary / Internal Information

Boro Petrovic

Architect

Oracle Hospitality


• 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









- Analytics

- Actionable

Insight for Every

Role: Marketing,

Guest Services,

Revenue

Management,

Loyalty, …









Plan! Design! Configure!

MACRO LevelCampaign,Revenue optimizations,Brand refreshments,…

MICRO (Personalized) Level: Just in time marketing,Just in time service actions,…









CRMSelf

Service

Call

Center

Web

SitesWeb

SitesWeb

Stores

Web

SitesWeb

SitesMobile

Apps

PMS

POS

Social

Media


OTA

Reputation

Defender








Social

Mobile

Meta

Search

Direct On Line

Marketing -

MicroMarketing









Cloud Applications Services

SOA

Standards


Reputation Management PlatformExternal / Market Information

RJ Friedlander

Founder & CEO

ReviewPro


The Old Building Blocks of Marketing…


… Are Broken


The New Building Blocks of Marketing


Reputation = Revenue


The Opportunity

To leverage guest intelligence to

deliver better guest experiences & to

profit from the social web


Guest Intelligence = ORM + GSS


Impact of Guest Intelligence on Revenue & Market Cap


Guest Intelligence Within the Organization


Guest Intelligence Across the Enterprise


Interoperability of Data


Revenue Management PlatformBusiness Intelligence / Actionable Information

Sanjay Nagalia

Chief Operating Officer

IDeaS


From Generalization to Personalization


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


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


Understanding Consumer Behavior


Social Media


Social Media Generates Lots of Data


Customer Relationship Management


Personal Revenue Management


+ We Have…. • processing power

• memory

• storage space

• analytical capability

- We Need….

• RMS integration with CRMs

• Natural language recognition


Is Business Intelligence a Solution?


Expressing Yourself


Guest DNA



• 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



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