putting email at the center of a cross-channel conversation

Putting Email at the Center of a Cross-Channel

Conversation

Marc SheinkinMarriott International

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Marriott sends 1B+ outbound messages annually…from more than a dozen uncoordinated sources & teams

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Cacophony

ca·coph·o·nykəˈkäfənē/nounnoun: cacophony; plural noun: cacophonies1.a harsh, discordant mixture of sounds."a cacophony of deafening alarm bells"

ca·coph·o·nykəˈkäfənē/nounnoun: cacophony; plural noun: cacophonies1.a harsh, discordant mixture of sounds."a cacophony of deafening alarm bells"

ca·coph·o·ny/kəˈkäfənē/noun

a harsh, discordant mixture of sounds."a cacophony of deafening alarm bells"synonyms: din, racket, noise, clamor, discord, dissonance, discordance, uproar"despite the cacophony, Rita slept on"

“GIVE THEM WHAT THEY ARE LOOKING FOR”

“PUSH THEM WHAT WE WANTTHEM TO KNOW”

Digital personalization: Marketing maturity model

Default Marketing:

Program-centric (Brand, Rewards,

Channel) Messaging

Incr

easi

ng P

rogr

am C

ompl

exity

>>

>

Increasing Relevancy to Guest >>>

Segment-Driven

Targeting: Varying Message by

Targeting ‘like’ groups of guests

Real-Time Contextual:Varying message by

incorporating real-time cues in context

Predictive Learning:

Dynamically-controlling messaging by

anticipating needs

“push them what we wantthem to know”

“anticipate what they want”

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“Give them what they are looking for”

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Customer Experience Leaders Grow Revenue 5X Faster than CX Laggards

5 See the “The CX Transformation Imperative, 2016” Forrester report.

Source: US Securities and Exchange Commission

When customers have an overall high-quality experience with a brand, they stay with it longer, spend more money with it, and become advocates – recommending it.5

Orchestrating a consistent, holistic, positive experience throughout the trip cycle – across all channels – is essential to ensuring a high-quality customer experience.

Orchestration in Action

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Orchestration across channels

Shar

ed a

nd C

onsi

sten

tM

easu

rem

ent

| Li

sten

ing

| In

sigh

ts

OWNED

EmailBrandSites

MobileAPP

PUSH SMSM.Com

PreferenceCenter

Profile & Interactions

Guest Information

EARNED

Social SearchDisplaySearch Social Mobile

PAID

PrintVideo

ContentHotel

Participation

Privacy & Legal

Marriott/Market Information

Rates & Inventory

Decisioning

A Sample Hospitality Marketing Ecosystem

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Symphony

ca·coph·o·nykəˈkäfənē/nounnoun: cacophony; plural noun: cacophonies1.a harsh, discordant mixture of sounds."a cacophony of deafening alarm bells"

ca·coph·o·nykəˈkäfənē/nounnoun: cacophony; plural noun: cacophonies1.a harsh, discordant mixture of sounds."a cacophony of deafening alarm bells"

sym·pho·ny/simfənē/

noun: symphony; plural noun: symphonies

an elaborate musical composition for full orchestra, typically in four movements, at least one of which is traditionally in sonata form.something regarded, typically favorably, as a composition of different elements."autumn is a symphony of texture and pattern"

ORANGE 2016 GOALS

Abandoned Search

M.Com Email M.Com

Customer with a Hotel intent

Viewed at least 3 pages for a single hotel

Customer with a Destination intentViewed at least 3 hotels in

a destination

ORANGE 2016 GOALS

Abandoned Search – Multi-Channel

Mobile App PUSH Mobile App Mobile AppMarriott.com

ORANGE 2016 GOALS

Abandoned Search Results

Delivering the message in an orchestrated way is driving better email engagement…

Open rate up 8% - Multiple opens per opener

Clickthrough rate up 9%Click-to-open rate up 1%

Driving $X.XM in incremental email revenue

1. Test & Learn Framework 2. Workshop

3. Msrmnt., Test & Learn

Plan4. Prioritize 5. Finalize

Roadmap

$XXM Opportu-

nity

Abandoned Search – Measure, Test and Learn

Priority Learning Objectives Estimated annualized attributed revenue

1 Adding .com landing page

2 Adding .com persistent placements

3 Activating Touch 2 - Booking Reminder $x,xxx,xxx4 Change from 14-day suppression to 7-day suppression $xxx,xxx5 Adding Rate List Pages to qualifying criteria $x,xxx,xxx

6 Decreasing the amount of HWS pages with same MARSHA code from 3 to 2 $x,xxx,xxx

7 Activating Touch 3 – Booking Reminder + Offer $xx,xxx

8 Redirecting mobile traffic to email (if opted in to receive email) $xxx,xxx

9 Abandon Cart – Complete Booking (touchpoints or net new program?)

10 Trigger remail to non-openers / non-clickers $xxx,xxx

11 Time to delivery

Orchestration Strategy

Data/Segmentation Analysis

Customer Level Strategy

Program Level strategy

Omni-ChannelMarketing Playbook

Orchestration Strategy & Governance

Current State Assessment

Future State Vision

Gap Analysis

Governance Recommendation

Process and Function Assessment

Change Management Plan

Team/Tool Training

Implement Training Plan / Playbook

An Always-On, Customer Centric, Omni-Channel Marketing Framework

1. Current State Consolidation

2. Customer-level Strategy & MBO Alignment

3. Gap Assessment & Gap Closure

4. Program Prioritization

5. Program-level strategy

1. Current State Consolidation

2. Customer-level Strategy & MBO Alignment

3. Gap Assessment & Gap Closure

4. Program Prioritization

5. Program-level strategy

•RESEARCHED & IDENTIFIED hundreds of current-state programs and touch-points across Member Marketing and Digital Personalization

Created a Marketing Program Library that includes:• 173 marketing programs • 220+ touch points

An Always-On, Customer Centric, Omni-Channel Marketing Framework

1. Current State Consolidation

2. Customer-level Strategy & MBO Alignment

3. Gap Assessment & Gap Closure

4. Program Prioritization

5. Program-level strategy

•CONSOLIDATED Member Marketing and Digital Personalization MBOs•DEVELOPED A FRAMEWORK AND DEFINITION for 25 different customer states / needs:

An Always-On, Customer Centric, Omni-Channel Marketing Framework

1. Current State Consolidation

2. Customer-level Strategy & MBO Alignment

3. Gap Assessment & Gap Closure

4. Program Prioritization

5. Program-level strategy

•IDENTIFIED GAPS & CREATED NEW PROGRAMS to fill the gaps and aligned marketing programs to in the programs across:

• MBOs• Guest Life Cycle, Loyalty Cycle, and Trip Cycle• Life Stage (2017)

An Always-On, Customer Centric, Omni-Channel Marketing Framework

1. Current State Consolidation

2. Customer-level Strategy & MBO Alignment

3. Gap Assessment & Gap Closure

4. Program Prioritization

5. Program-level strategy

• CATALOGUED “MASTER LIST” of 173 programs and PRIORITIZED “KEY FOCUS” programs

An Always-On, Customer Centric, Omni-Channel Marketing Framework

1. Current State Consolidation

2. Customer-level Strategy & MBO Alignment

3. Gap Assessment & Gap Closure

4. Program Prioritization

5. Program-level strategy

• CREATED program-level strategy across four areas:• Program Strategy

• Marketing Plan• Good, Better, and Best versions

• Test and Learn Plan

• Measurement and Reporting Plan

An Always-On, Customer Centric, Omni-Channel Marketing Framework

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Guest Lifecycle

Loyalty Cycle

Trip Cycle

An example: Happy Birthday

Life Stage

ORANGE 2016 GOALS

5. Program-level strategy Strategy Example: Happy Birthday

ORANGE 2016 GOALS

5. Program-level strategy Strategy Example: Happy Birthday

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• Orchestration Committees

• New Team Functions

• New Processes

• RACI

• Communications Plan

Establishing a Structure to get the Work Done

Centralized Marketing Team

Orchestration Working Committee

OrchestrationSteering

Committee

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• This took around six months – really! • Pick like-minded channels ready to step outside their silos (not all are)• Start here:

– Assess current state– Align MBOs– Assign programs to MBOs and fill in the gaps– Think good/better/best– Assign functions, not an HR re-org– Try, stumble, and figure it out!

Summing up

ORANGE 2016 GOALSThank You