hyatt corporation: 3 ways to drive market penetration with data analytics

3 Ways to Drive Market Penetration with Data AnalyticsSriHari Thotapalli, Director, Customer Data ManagementHyatt CorporationRitu Jain, Director, Industry & Solutions MarketingAlteryx Inc.

Speakers

Ritu JainDirector, Industry & Solutions

MarketingAlteryx

SriHari ThotapalliDirector, Customer Data

ManagementHyatt Corporation

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Agenda• Alteryx Overview

• About Hyatt

• Challenges

• Use Cases & Solution Overview

• Outcome

• Next Steps

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Hyatt Corporation: Driving Market Penetration with Data AnalyticsSriHari [email protected]



About Hyatt

11 Brands• Andaz• Centric• Grand Hyatt• HYATT• Hyatt Regency• Hyatt Centric• Hyatt House, Hyatt

Place• Park Hyatt• Unbound Collection• ZIVA• ZILARA




My Team and Customers

My Team• Customer Data Management

• BI/ Enterprise Data Warehouse

• CRM• Analytics

My Customers• Sales• Marketing• Real-Estate• Finance• Hotel Operations




Our Focus & Challenge• Corporate sales contributes > 60% of revenue for full-service hotels

(250+ hotels)

• Increase corporate sales to target and expand the share of the business.

• Dynamic business environment• High Competition• Long Sales Cycles• Complex Customer Relationships




Challenge 1: Competition




Challenge 2: Long Sales Cycle

Group Event Sales Cycle is 3-5 years Corporate Travel is 1-2 years




Challenge 3: Complex Customer Relationships

John Smith

Samantha Hightops

MEETINGS ARE US Role = Guest

Relationship Type = Individual-Account

Role = Business Contact

Relationship Type = 3rd Party Meeting

Planner

Relationship Type = Individual-Account

Uses Alteryx’s corporate rate

Creates a booking

Uses meeting planner

Works for Meetings Are Us

CUSTOMERS




• Know your customer – 3600 view

• Cross-sell/upsell within existing customer base

• Increase penetration in similar verticals

Use Cases




Use Case: 3600 Customer View

Customer

Financial Reporting

RelationshipsNPS

Loyalty

Demographics




• Deeper Breakdown of Spending Patterns• RFM• Corporate Travel Vs Meetings• Incremental F&B Revenue/Guest

• Exploring Relationships

• Customer Insights• Demographics: Brand Preference and Targeted Marketing• NPS: Summarized global score • Loyalty: Demonstrate Guest Preference to Hyatt

• Optimize Sales Force

Use Case: 3600Customer View




• Compared to high cost of acquiring new customers, easier to expand business with existing customers

• Upgrade from regional to global relationship

• Increase share of customer wallet• Targeted upsell offers for corporate travelers• Customized catering options

Use Case: Cross Sell/ Upsell to Existing Customers




• Customers globally ranked by revenue and mapped to industry codes

• Strategic prospecting by industry verticals based on market potential – most bang for sales force hours

Use Case: Increase Penetration in Similar Verticals




Analytics: Current State

Too Little ,Too Late Unable to Identify Top

Customers Labor Intensive – Several

Weeks of Analysts’ Time

Data Sources

Third Party Data

Data Blending + Wrangling

Data Visualization

CRM

Hotel Sales Data




With Alteryx

Available in hours On-demand customized ranking of

top customers– sliced any way – by vertical, geo, sales manager, NPS, revenue, etc.

Analyst can focus on delivering insights




Results

Before Alteryx

• Limited customer insights• No global ranking• Manual data extracts• Days/weeks for data

refresh• Week(s) for ad-hoc

analysis• Excel macros

After Alteryx

• Customer 360 view• Top customers • Direct access to data

sources• Minutes/hours for data

refresh• Hours/days for ad-hoc

analysis• Data blending simplified




Return on Investment (ROI)

• Improved analysts’ efficiency • Global meeting planner NPS tracking: > 80% are promoters.• Customers (companies) now have full visibility into their corporate

travel spend• Data “empowered” sales force




• Hotel level analysis & reporting• The impact of different rate structures• Leverage public data/ economic indicators as

additional input to prospect customer list creation• Enable self-service capabilities via analytics apps

Future Initiatives


Questions?

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Thank youRitu [email protected]] Alteryx.com

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hyatt corporation: 3 ways to drive market penetration with data analytics

Data & Analytics