2. Bringing the Tactical and Strategic: The Convergence of Revenue
Management and Digital Marketing
Loren Gray CHDM
Founder / CEO
Hospitality Digital Marketing
Bit.ly/hdmrocet
3. Lets Get Warmed Up
Open your iPhone’s “Settings” menu, select “Privacy”, then
“Location Services”, then scroll all the way down to “System
Services”.
In System Services scroll all the way down to the bottom,
press “Significant Locations” and look at the “History”
section. Click on one of the area names to see where you’ve
been.Sales Revenue Marketing
4. Let’s Start From The Beginning….
Sales Revenue Marketing
What are we….
5. Today
In an American Express survey commissioned last year, consumers
illustrated their demand for more enriched lives and personal
fulfilment through experience and learning. Over 72 per cent of
respondents said they would rather spend money on experiences than
things. Further, 88 per cent said travel is the number one dream on
their life’s bucket list, ranking higher than family or wealth.
7. This is how most see the ‘cycle’ of our guests
Acquisition
Pre-stay
Engagement – (Stay)
Post stay
8. How can Revenue Management and Digital Marketing
create a symbiotic relationship?
| Analysis
| Optimization
| Forecast
| Price
| Market
| Customer
| Distribution
| Challenges
| Consumers are
getting smarter
| The codependent
relationship with OTAs
| New market disruptors
surfacing everyday
| Customer
| Analysis
| Advertising
| Market
| Price
| Promotion
| Distribution
9. Understanding the Revenue & Marketing Team’s Ecosystem
Known Customer Unknown Customer
Media
Web/Mobile
Loyalty Program
Direct Marketing
Analytics
Revenue Optimization
Acquisition
Direct &
Loyalty
CRM
11. Sales Revenue Marketing
Digital Strategy – Guest Acquisition – The Really Short Version
Stay Date
Research Date(s)
Timeline
Prime Booking WindowResearch Period LOS
January February March
Departure Date
13. Sales Revenue Marketing
Group dropped 14 days out for entire weekend (62% of Occ)
• Took arrivals list and made a custom audience
• Took last years in-house list same time made a custom
audience
• Made a custom audience based on a radius of 150
miles (drive market)
• Put all three together for an ad featuring those specific
dates, (making the arrivals list a negative)
Group Short Term Replacement
14. Sales Revenue Marketing
Stealing Market Share and Driving Local Business
Gender: Female
Age: 24 - 34
Relationship Status: Single
Interest: Live Music
Located: Within a 5-mile radius
Scheduled to Post: Friday @ 5 pm &
9 pm
Meeting Initiative F&B Initiative
15. Person 1
• Born in 1948
• Grew up in England
• Married twice
• 2 children
• Successful in Business
• Wealthy
• Spends winter holidays in the Alps
• Loves dogs
Person 2
• Born in 1948
• Grew up in England
• Married twice
• 2 children
• Successful in Business
• Wealthy
• Spends winter holidays in the Alps
• Loves dogs
Profiling: What Assumptions Do
16. Now for some REALLY
cool stuff…
Sales Revenue Marketing
17. Sales Revenue Marketing
New ways to look at Digital Marketing Data and Revenue Management Strategies
18. Sales Revenue Marketing
Sourcing Data to Define Strategies with GTM
20. Leads = 10
Conversion Rate = 10%
Sale = $7,500
Frequency – 1
GP = $7500
Leads = 20
Conversion Rate = 10%
Sale = $7,500
Frequency – 1
GP = $15,000
Leads = 20
Conversion Rate = 20%
Sale = $15,000
Frequency – 2
GP = $120,000 (which is 16x $7500)
Double One, Double Growth. Double All – 16X Growth
21. Framework For Successful Analytics: Unlocking Capability
Collaboration
Common
Vernacular
Integrity in Data
TransparencyBuild Trust
Enabling Business
Decisions
Continuous
Improvement
22. Reporting is “the process of organizing data into
informational summaries in order to monitor how
different areas of a business are performing.”
...Analytics is “the process of exploring data and
reports in order to extract meaningful insights, which
can be used to better understand and improve
business performance.”
The Differentiation Between Reporting & Analytics
What data should be
a part of both?
KPI’s
23. Collaboration
• Working together as one unified
team across all departments
involved with profit optimization
• Establishing a committee to
govern the next steps of the
framework
24. Common Vernacular
• Common Language
• Does customer segmentation really mean the same thing as marketing
segmentation?
• Common KPI’s
• Are stakeholders using the right KPI’s that generate holistic views of
performance at the highest level?
• Common Goals
• Lowering the media budget to optimize profit might not be what
marketing wants to hear for next year’s budget, but do our KPI’s show
that this is the best way forward?
25. Integrity In Data
• Identify what data we have from
each respective area that we can
combine into our data model
• Make sure the data is accurate,
consistent & correctly represents
the common vernacular
established
• Do not practice ‘statistical
bending’
26. Transparency
• Be open to all consumers of the
information about what the data
“is” and what it “isn’t”
• Build visual context around what
the consumers are looking at
• Understand what the team has
now and what the team is trying
to build for the future
• What is the forecasted revenue
expectations for any particular
channel
27. Build Trust
• Buy-in from stakeholders
• Trusting that the process works
holistically towards profit
optimization
• Rely on team members not
simply oversee
• Acknowledge successes and
share failures
• Own what is yours
28. Enable Business Decisions
• See the big picture across all data sets
being sourced; both internal & 3rd party
• Holistic approach to enhanced enterprise /
property decision making
• Grow your business profitably
29. Continuous Improvement
• What did we learn?
• How can we improve next time
around?
• Fail fast
• Team share failures and debrief
them, not hide them
• Define performance threshold
metrics with concrete decision
models
• Keep an activity log
30. Why Technology & Automation Are Essential to Conversion Optimization
Booking Engine
PMS
CRS
RMS
CRM
3rd Party Data
Services
Campaign
Management
Conversion Optimization
&
True Customer Personalization
• PMS delivers historical data on known guest
behaviors (spending history, room preferences,
etc.)
• CRS delivers availability for dates of interest
• RMS delivers demand forecast & rate
recommendations by room type
• CRM delivers customer worth & detailed
customer data for known customers
• 3rd party data services deliver detailed
information about the known or unknown guest
based on cookies which include flight
information, searches, preferences & more
• Booking engine will be personalized at the
customer level to take advantage of all source
systems & data with an offer tailored to that
particular guest for that particular trip in real-
time
31.
32. Now What? Optimizing Mix Based on Channel Economics
Through which channels can a guest X
book a room?
Given variation in guest economics by channel and property, which channels should we incentivize guest X
to book through?
PER ROOM NIGHT
How much does it cost to acquire guest
X for that channel? $XX $XX $XX $XX
How much does it cost to process guest
X’s room reservation? $XX $XX $XX $XX
How much does guest X spend on a
room?* $XX $XX $XX $XX
Once guest X arrives, how much is spent
on-property? $XX $XX $XX $XX
Tracked Contribution Margins $XX $XX $XX $XX
Brand.com
33. Sales Revenue Marketing
Merging Social, Analytics and Emails to Sales
34. Sales Revenue Marketing
Isolating under performing opportunities
35. Four Predictions that are Coming True
Websites will be a thing of the past
The Search Box will go away
“A.I.” will control your marketing
Sales Revenue Marketing
Video will become your only voice
36. Daily Shared Responsibilities
Rate parity and tracking
Channel management
Current campaign performance
Sales Revenue MarketingOutside data use and consumer setiment
37. Sales Revenue Marketing
Urgency Messaging
“x rooms left”
option
Real Time Prices
Based on dates of
travel
Promotion Messaging
Property
Multi-property
option available
Brand Logo
Stars
Destination Messaging
Dynamic Creative Template for a Real Time Bidding Display Ad
Membership Link
Facebook Brings DAT Mainstream
46. Links We Discussed
• Please view how Facebook is changing the internet..
• https://youtu.be/cR_XVGemAnw
• This is the whatsapp video from New York Times
• https://youtu.be/VAesMQ6VtK8
47. Video, presentation, links, resources and
Webinar are at…
Sales Revenue Marketing
https://www.HospitalityDigitalMarketing.com/rocet
OR
Bit.ly/hdmrocet
Have a good and happy life
Forbes says it has the five reasons businesses fail….
Stop doing this
The measure adapt is the never ending story
Take a total of followers in the room
Tally it up and show the power of who you already have
Go through some examples of the types of filters in facebook
Geofencing
Proximity targeting
Banjo
How to turn on even targeting of posts
Who has access to there FB pages
Why is social good for brand hotels – last unregulated place for them to put timely content up online
Will have all this content online to share
Don’t blitz anymore
Three types of data in a radius local / visitor / traveler take business out of your competitor.
Geofedia – calgary example
Twitter triggers for responses or unhappy guests at your competitors
Gravy targeting concert goes passing by your venue
Beacons
Messenger tools to push notify
Metrics that span across divisions not specific to one. Example ROAS
Ex- 5:1 ROAS is not making EBITA / 10:1 on a special offer rate below forecasted ADR is not yielding to successful revenue levels
4 out of 5 dentists agree – 20% disapproval rating
Before any strategic development, a success goal must be defined, not a moving target on the end of a ‘stick’, or only ‘better than what we have now’
Extra slide potential if we have to much content to share
Google data studio in there new 360 program it used to be called
The opening of ‘Bots’ — Google / Apple / Amazon / Microsoft — why is this important? it allows developers to now use the voice commands of Google now / Siri / Alexa / Cortana — googles new assistant / SIRI coming to your computer / Echo / and the internet of things coming to you home and cars….
Philly has the first Uber automous cars why is there a person behind the wheel? Whay are all the auto makers racing to build fleets of automous cars”?
Henry ford said if he asked his future customers what they wanted they would have said faster horses
Facebooks Dynamic Ad’s for Travel
100 million hours of video are being loaded onto Facebook everyday,
600 million for YouTube
3/4 of all video views are mobile over a billion active users a day on Facebook
Cisco says 75% of all mobile traffic will be video by 2020
20 minutes a day on Facebook
Facebook.com/map its almost its own TV station example Hurricane Mathew
100 million hours of video are being loaded onto Facebook everyday,
600 million for YouTube
3/4 of all video views are mobile over a billion active users a day on Facebook
Cisco says 75% of all mobile traffic will be video by 2020
20 minutes a day on Facebook
facebook.com/livemap screen shot