Discover how a leading hospitality brand transformed its marketing measurement methodology to adapt to the post-COVID-19 landscape. By combining top-down and bottoms-up approaches, the client enhanced their optimization strategy, incorporating a customer-centric focus. The goal was to base media spending decisions on long-term customer value by segment, going beyond the traditional cost-per-conversion approach. Through in-depth assessments, stakeholder interviews, and data analysis, the client created a custom identity graph to track individual-level journeys and performed digital journey analysis using Markov Chain on user-level data. A Multi-Touch Attribution Pilot was developed, setting the stage for a unified measurement framework.
The impact was profound as the Chief Analytics Officer embraced the measurement roadmap and allocated resources to key priorities. Leveraging the insights from Markov Chain analysis, the client identified opportunities to optimize spending across key channels at various stages of the funnel. The Marketing Measurement Team is now focused on operationalizing high-priority items, particularly Cross-Channel Reporting and Multi-touch Attribution. Witness the data-driven revolution that empowers the hospitality industry to maximize ROI through advanced marketing measurement strategies.
The Client, a global hospitality brand, wanted to revamp its marketing measurement methodology by combining top-down and bottom-up approaches, given new business realities during the post-COVID-19 period.
The existing optimization approach was channel-focused, and the Client’s goal was to enhance the process by incorporating customer focus as well. In particular, the Client wanted to base media spending decisions on long-term customer value by segment in addition to the cost per conversion.
Limited in-market testing had been conducted prior, and there was an opportunity to optimize the mix using a robust testing framework.
To develop the solution, Blend360 first needed to understand the needs and requirements of the Client. Blend360 started by assessing the Client’s current measurement tools and reports and interviewing key stakeholders. We then analyzed existing measures, data sources, and attribution solutions.
With these in place, Blend360 moved on to:
• Create a customer identity graph to build individual-level journeys.
• Perform digital journey analysis using Markov Chain on user-level data.
• Develop a Multi-Touch Attribution Pilot.
• Develop a comprehensive roadmap for building unified measurement capabilities by combining top-down and bottom-up approaches.
The Client’s Chief Analytics Officer adopted the measurement roadmap and funded vital priorities. The components set in place immediately saw results – Markov Chain analysis identified opportunities for the Client to adjust spending in key channels at the top, mid, and lower funnels.
Blend360 then worked with the Marketing Measurement team to operationalize high-priority items. The immediate focus is on Cross-Channel Reporting and Multi-Touch Attribution. Following that, Blend360 developed a Roadmap Overview with core initiatives over the next 18 months to drive measurement evolution.
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