Presentation by: Rich Mastriani, Wyndham Hotel Group Data Management Communicating Value to Franchisees Attribution Modeling Integrating Offline and Online Marketing Reputation Management at the Property Level Omni Channel Marketing #LSS2016

1. #LSS2016
• 15
Brands
• 8,000
Loca0on
• 6,000
Ci0es

2. #LSS2016
Challenges:
1. Overwhelming
amount
of
data
management.
2. Communica0ng
value
to
franchisees.
3. ACribu0on
modeling.
4. Integra0ng
offline
and
online
marke0ng.
5. Reputa0on
Management
at
the
Property
Level.

3. #LSS2016
Tech
&
Repor0ng
Stack:

4. #LSS2016
Omni
Channel
Marke0ng:
E-­‐Mail
Social
Local
Loyalty

5. #LSS2016
Takeways:
1. Document
&
Communicate
Internal
Guidelines
and
Procedures
for
Local
Search
2.
U0lize
best
in
class
tools
in
order
to
gather
data
and
measure
impact
and
aCribu0on.
3. Make
it
easier
for
your
customers
and
business
owners
to
communicate
through
Reviews,
Voice,
and
Social
Media.