USING DATA TO ENHANCE MARKETING EFFECTIVENESS. Anil Aggarwal CEO, Milestone October 19, 2015

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1 USING DATA TO ENHANCE MARKETING EFFECTIVENESS Anil Aggarwal CEO, Milestone October 19, 2015

2 About Milestone Digital Marketing Software and Services Unalytix Dashboard and Analytics Silicon Valley ~ Chicago ~ DC ~ 1950 customers ~ 250+ Awards

3 Milestone + Micros ecommerce = Superior Solutions for our Customers (Sept 2015)

4 Our Customers ~ Over 1,950 Hotels and Retail Hotel Chains Ownership Groups and Management Companies Independent Hotels/Groups Retail

5 USING DATA TO OPTIMIZE CONSUMER EXPERIENCE ON YOUR WEBSITE

6 Use Conversion Funnel Analysis to Determine What Consumers Like and Don t Like Entry Exit

7 A/B Test Based on Conversion Funnel Testing Accommodations A Accommodations B Removed Hero Image to push content to top

8 Results of Test tracked on Optimzely Result: Test is a winner with +9.1% improvement in click through.

9 Heatmap Study - Click Heatmap Displays the percentage of visits that reached particular areas of the page based on their scrolling activity

10 Heatmap Study - Attention Heatmap Tracks the amount of time visitors stay focused on a region of the page

11 Heatmap Study on Mobile Site

12 A/B Testing based on Heatmap Studies Home A Home B Moved Offers link to top

13 OPTIMIZING CONTENT USING DATA AND PERSONALIZATION

14 What are People Looking For? Use Social Media and Search Engines to understand your customer!

15 Answering Consumer Queries On Your Website

16 Google s Answer Boxes Well researched query answer appears in Google s Direct Answer Boxes

17 FAQ Impacts

18 Content Personalization Based on Geography (60% increase in conversions)

19 USING DATA TO UNDERSTAND EFFECTIVENESS OF MARKETING ACTIVITIES

20 Many Marketing Tools and Siloed Reports Website Analytics Social Marketing Tools Reputation Management Website CMS Marketing Tools Search Optimization Phone Tracking Search Marketing Tools Un-optimized ROI

21 Report Creation is Time Consuming Multiple Tools and Formats and all in Excel Most companies spend 2-5 days a month just preparing reports, not analyzing it Reports are difficult to share across organization PPC Report Website Analytics Channel Revenue Report Social Report Reviews Report

22 If You Manage Multiple Brands, Viewing Reports in Consistent Format is Daunting No holistic view of KPIs Optimizing rates and occupancy is difficult Difficult to compare property performance No view of top and bottom performers

23 Solution: Unalytix Marketing Suite and Analytics Platform No more silos Distribution Channel Brand, OTAs, GDS, Voice, Direct Revenue Bookings, Room Nights, ADR Business Intelligence Social Media and Reputation Actionable insights Sharing Reports Marketing Optimization Campaigns, leads, RFPs Optimized ROI

24 Marketing Suite & Analytics Complete marketing solution in one easy use interface Easy access to actionable real-time data Take action right from the dashboard to manage digital marketing Reduce marketing costs

25 Marketing Platform Single Point Access to All Marketing Software and Analytics

26 Single Integrated Analytics View Across All Marketing Initiatives

27 Real Insights from Real People that Drive Impact Milestone provides actionable insights and recommendations for your website News blog focused on hospitality marketing

28 Distribution Channel Analytics Review performance across all major distribution channels Consolidation and automation of hotel brand reports Compare brand and property performance Increased data visibility leads to increased ROI

29 Understanding Group Performance Compare property marketing performance by chain or state See top and bottom performers for by conversions KPIs

30 Value/ Competitive Advantage Data Analytics Maturity Model: Evolving Decision Holistic view of data Actionable Insights Proactive Insights Automated Insights Unalytix 2015 Automated reporting Data aggregation Expanded data sources Drill down capabilities Flexible reporting Forecasting Predictive Modeling Automated insights Information Insight Decision Degree of Analytical Maturity / Difficulty

31 Summary Use Data to Drive Marketing Excellence Using Data to Optimize Consumer Experience and Engagement A/B Testing Geo-Targeting Content Optimization Using Data at Enterprise Level to Optimize Marketing Campaigns and Share Information Single Platform for all Marketing Software and Analytics Understand Effectiveness of Campaigns Share Information Across Company in Consistent Format