Hyatt MDM Case Study: Increasing Revenue with Better Customer Insight

Chris Brogan

VP Business Strategy Analytics

Hyatt Hotel Corporation

• Global Hospitality organization

• Several brands - Hyatt Place - Hyatt Regency - Park Hyatt

• Resorts, Hotels, Residential, and Vacation properties

• 483 Properties

• Gold Passport Loyalty Program

About Hyatt

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CHALLENGE: Complex Customer Relationships

Larry Goldman

Uses Informatica’s corporate rate

Creates a booking

Uses meeting planner

Samantha Hightops

MEETINGS

ARE US

Works for Meetings

Are Us

CUSTOMERS

• The need for lifetime value

• Marketing campaign performance analysis

• Multi-channel usage and preferences

• The impact of different rate structures

• Sales manager effectiveness

5

CHALLENGE: Corralling The Information For Complex Analytics

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Need A Complete CRM Environment

Scalability

Global

B to B/B to C

Dashboards,

Ad Hoc

Campaigns,

Email, Scoring

Data Integration

Master Data Management

Reporting

Applications

…YESTERDAY!

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Somersaults

Guest Information

Hotel Preferences

Visit Purpose

Events & Bookings

Hyatt has a centralized Reservation system

and Website

The domestic sales system is centralized

Back Flip

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Multiple Roles

Travel Agents

Business Contacts

Guests

Meeting Planners

Multiple Systems

20 Email Service Providers

3 Financial Systems

Global Operations

Out-sourced & In-sourced Systems

Multi-language

9

Backwards Triple Flip Dismount

Stay Frequency

Detail Charges

Marketing

Performance

Event Behavior

Customer

Routines

Local Food & Beverage Systems

Local Sales System

Internationally

Compressed Batch

Windows

Local HR & Finance

Local Property Management Across 800

Hotels

10

Possible Solutions

Power Full Suite Time to Market Cost

Outsource

SAS

IBM

Informatica

= Great = Does not meet criteria = Grade 7 = Grade 8

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Architecture Vision

Informatica PowerCenter Informatica PowerCenter Real-Time Offers

Enterprise Data

Warehouse

Predictive Scoring & Analytics

All Channels

All Channels

All Channels

List

Pulls

Real Time Marketing

Customer

Profile

Field

Marketing

Field

Marketing

Field

Marketing

Field Marketing

Email Marketing (Cheetah)

Ids, groupings Metrics

Customer Info

Tra

nsa

ctio

ns

Mgmt

Reports

Over 4000 files received each night

Customer Info

Tra

nsa

ctio

ns

Real-Time CDI

Tra

nsa

ctio

ns

Customer Hub

(INFA MDM) Campaign

Mgmt (SAS)

Response

Tracking

IDQ

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Hospitality Relationships

Larry Goldman

Samantha Hightops

MEETINGS

ARE US

Relationship Type = Individual-Account

Role = Guest

Relationship Type = Individual-Account

Role = Business Contact

Relationship Type = 3rd Party Meeting Planner

Relationship Type = Individual-Account

Role = Business Contact

Uses Informatica’s

corporate rate

Creates a booking

Uses meeting planner

Works for Meetings Are Us

CUSTOMERS

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EDW Relationships

Combined Parent Account

External Parent Account

Internal Parent Account

Customer Relationship

Individual

Account Customer Class = Account

Customer Class = Individual

Customer

Relationship Type = Account –

External Parent

Relationship Type= Account –

Internal Parent

Relationship Type = Account –

Combined Parent

Jul 2011 Aug Sep Oct Nov Dec Jan 2012 Feb Mar Apr May

User Test

• Verify information quality

• Verify business rules

• Validate data governance processes

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Phase 1 Timeline

Design and Development

• Refine business rules

• Integrate stays and reservations

• Customer cleansing and consolidation

• Match businesses and consumers

• Build Customer Intelligence data mart

Phase 2: Closed Loop Marketing

System Test

• Test daily automation

• Test data loads

• Test customer matching against real volumes

Phase 1: Design, Develop, Build, Load

1 2 3 4 5 6 7 8 9 10 11 12

• Finalize Requirements

• Initial Run

• Little/No Configuration

• Incremental Match Improvement

• Incremental Match Improvement

• Test Survivorship

• Incremental Match Improvement

• Incremental Survivorship improvement

Don’t whiteboard everything, start processing your data and validate

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Iterative Customer Data Integration

Reports delivered early in project

using phased approach

• Expertise in global data within Informatica MDM is unique and not very prevalent

• It can be hard to test large volumes of data completely (2+ weeks for initial load). Check matches before committing to merging your data

• Stay lean and mean within MDM (key fields only)

Pitfalls to Avoid

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• Ability to visualize interaction between customers

• Longitudinal view of the customer experience (reservation through stay)

• Global understanding for event and group sales

• Springboard for new analytical applications

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What Did We Get

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

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No Rest For The Wicked

Phase 2: Closed Loop Marketing and C10 Upgrade

International Marketing Dashboard

ESP Conversion

ESP Conversion C10 Upgrade

Phase 3

Data Governance Set Up

Operationalize Customer Hub

Campaign Management Ideas/Eflex Feed from EDW

User Test

• Verify information quality

• Verify business rules

• Validate data governance processes

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International Dashboards

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International Dashboards

CRIS Steering Committee

12/14/2011 - 20

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EDW Becomes The Conduit To… Everything

Hyatt Ecom

Hyatt.com/Reservations

EDW Hyatt Sales

Property Systems

Post Show/Accept/Reject Offers

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Operationalizing the Hub: Hyatt.com

Browse Known visitor

Return Offers

Hub Provides Profile

(Exercise Fanatics)

Reports and

Analytics

Website Displays

Question

Re-segment Consumer Based

on Contextual Behavior:

“I Am Also Interested in Local Music”

Trigger Re-segmentation

Based On User-defined Business Rules

Recommend Offers or Questions:

“Who is Your Favorite Musician?”

Get Offers

Post Show/Accept/Reject Offers Get Offers

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Operationalizing the Hub: Central Reservations

Browse Known visitor

Return Offers

Hub Provides Profile

(Frequent Stayer)

Reports and

Analytics

Agent Asks Question

Re-segment Consumer Based

on Contextual Behavior:

“Traveling With Family”

Trigger Re-segmentation

Based on User-defined Business Rules

Recommend Consultative Scripts:

“Do Your Kids Like Water Slides?”

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Business Scenarios

Synchronization Across Hotels

• Share profiles across hotels

• Share personalized notes across hotels

Customer

Information

Sharing

Real-time Marketing

• At check-in

• During reservations

Personalized

Offers

Customer Classification

• Identify role of a guest – Meeting Planner – Travel Agent

• Identify relationships between accounts, guests, and business contacts

Automatic

Relationship

Identification

Derived Metrics

• Customer value

• Response modeling

Real-Time

Analytics

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Summary

• Extensive Data Gymnastics is the path to a perfect 9.3

• Turning raw data into something interesting for information consumers combines BI, MDM, ETL, Data Governance, and statistics.

• Iterative development at a Global/Enterprise level

• Follow through with your plan: Somersault before you flip or get on the rings

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Questions?