Operationalizing people-based marketing at scale

Synthesizing multiple research and analytics efforts, we compiled an extensive customer segmentation solution in the form of a specific segmentation guide, “Meet our Members”.

We leveraged deep data insights to build the core component of this solution: 10 specific segments, each represented by a persona and each detailing general demographics, psychographics, and preferences true to that segment.

This project involved a multilayered approach, including both qualitative and quantitative research, as well as various analytics phases, described in brief by the following steps:

• Explore. We began our exploratory research by conducting a survey to directly engage with individuals who visit hospitality establishments, generating insights around the frequency of their visits, typical spend, their experience etc.
• Analyze. Using the Clients first-party data, we analyzed how many times Rewards Club members had stayed at a Client property and other specifics around their stay preferences. We matched them to our Identity Management Network, allowing for analysis across thousands of data attributes including demographic, lifestyle, attitude, and purchase behavior.
• Enrich. Our deliverable involved working with Skyhook to determine “share of stay” – the percentage of members’ stays across the hospitality industry that belong to the Client. This involved analyzing over 62 million pings, captured over a two-year span from mobile devices when their users visited a hospitality location.