Hyatt MDM Case Study: Increasing Revenue with Better Customer Insight. Chris Brogan VP Business Strategy Analytics Hyatt Hotel Corporation

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2 Hyatt MDM Case Study: Increasing Revenue with Better Customer Insight Chris Brogan VP Business Strategy Analytics Hyatt Hotel Corporation

3 About Hyatt Global Hospitality organization Several brands - Hyatt Place - Hyatt Regency - Park Hyatt Resorts, Hotels, Residential, and Vacation properties 483 Properties Gold Passport Loyalty Program 3

4 CHALLENGE: Complex Customer Relationships CUSTOMERS Uses meeting planner Uses Informatica s corporate rate Creates a booking MEETINGS ARE US Larry Goldman Samantha Hightops Works for Meetings Are Us 4

5 CHALLENGE: Corralling The Information For Complex Analytics The need for lifetime value Marketing campaign performance analysis Multi-channel usage and preferences The impact of different rate structures Sales manager effectiveness 5

6 Need A Complete CRM Environment Scalability Data Integration Global B to B/B to C Master Data Management Dashboards, Ad Hoc Reporting Campaigns, , Scoring Applications YESTERDAY! 6

7 Somersaults Hyatt has a centralized Reservation system and Website The domestic sales system is centralized Guest Information Hotel Preferences Visit Purpose Events & Bookings 7

8 Back Flip Multiple Systems Multiple Roles 20 Service Providers Travel Agents 3 Financial Systems Business Contacts Global Operations Meeting Planners Multi-language Guests Out-sourced & In-sourced Systems 8

9 Backwards Triple Flip Dismount Local Property Management Across 800 Hotels Local Food & Beverage Systems Local Sales System Internationally Compressed Batch Windows Local HR & Finance Stay Frequency Detail Charges Marketing Performance Customer Routines Event Behavior 9

10 Possible Solutions Power Full Suite Time to Market Cost Outsource SAS IBM Informatica = Great = Does not meet criteria = Grade 7 = Grade 8 10

11 Transactions Transactions Architecture Vision Over 4000 files received each night Real-Time CDI Informatica PowerCenter Informatica PowerCenter Real-Time Offers Customer Info IDQ Customer Info Transactions Customer Profile Real Time Marketing Predictive Scoring & Analytics Ids, groupings Customer Hub (INFA MDM) Metrics Enterprise Data Warehouse List Pulls Response Tracking Campaign Mgmt (SAS) Mgmt Reports Field Field Marketing Marketing Field Marketing Marketing (Cheetah) All Channels All All Channels 11

12 Hospitality Relationships Relationship Relationship Type Type = Type = = Individual-Account Individual-Account Role = Role Business Role = Guest = Business Contact Contact CUSTOMERS Relationship Type = 3 rd Party Meeting Planner Uses meeting planner Uses Informatica s corporate rate Creates a booking MEETINGS ARE US Larry Goldman Works for Meetings Are Us Samantha Hightops 12

13 EDW Relationships Account Customer Class = Account Customer Individual Customer Class = Individual Customer Relationship Relationship Type= Account Internal Parent Relationship Type = Account External Parent Relationship Type = Account Combined Parent Internal Parent Account External Parent Account Combined Parent Account 13

14 Phase 1 Timeline Jul 2011 Aug Sep Oct Nov Dec Jan 2012 Feb Mar Apr May Phase 1: Design, Develop, Build, Load Design and Development Refine business rules Integrate stays and reservations Customer cleansing and consolidation Match businesses and consumers Build Customer Intelligence data mart System Test Test daily automation Test data loads Test customer matching against real volumes User Test Verify information quality Verify business rules Validate data governance processes Phase 2: Closed Loop Marketing 14

15 Iterative Customer Data Integration Finalize Requirements Initial Run Little/No Configuration Incremental Match Improvement Incremental Match Improvement Test Survivorship Incremental Match Improvement Incremental Survivorship improvement Reports delivered early in project using phased approach Don t whiteboard everything, start processing your data and validate 15

16 Pitfalls to Avoid 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) 16

17 What Did We Get 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 17

18 No Rest For The Wicked Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec User Test Verify information quality Verify business rules Validate data governance processes Phase 2: Closed Loop Marketing and C10 Upgrade Phase 3 International Marketing Dashboard Data Governance Set Up ESP Conversion C10 Upgrade ESP Conversion Operationalize Customer Hub Campaign Management Ideas/Eflex Feed from EDW 18

19 International Dashboards 19

20 International Dashboards CRIS Steering Committee 12/14/

21 EDW Becomes The Conduit To Everything Hyatt Sales Ecom EDW Hyatt.com/Reservations Property Systems 21

22 Operationalizing the Hub: Hyatt.com Known visitor Hub Provides Profile (Exercise Fanatics) Browse Trigger Re-segmentation Re-segment Consumer Based on Contextual Behavior: I Am Also Interested in Local Music Reports and Analytics Get Offers Post Show/Accept/Reject Offers Based On User-defined Business Rules Recommend Offers or Questions: Who is Your Favorite Musician? Return Offers Website Displays Question 22

23 Operationalizing the Hub: Central Reservations Known visitor Hub Provides Profile (Frequent Stayer) Browse Trigger Re-segmentation Re-segment Consumer Based on Contextual Behavior: Traveling With Family Reports and Analytics Get Offers Post Show/Accept/Reject Offers Based on User-defined Business Rules Recommend Consultative Scripts: Do Your Kids Like Water Slides? Return Offers Agent Asks Question 23

24 Business Scenarios Customer Information Sharing Synchronization Across Hotels Share profiles across hotels Share personalized notes across hotels Personalized Offers Real-time Marketing At check-in During reservations Automatic Relationship Identification Customer Classification Identify role of a guest Meeting Planner Travel Agent Identify relationships between accounts, guests, and business contacts Real-Time Analytics Derived Metrics Customer value Response modeling 24

25 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 25

26 Questions?