corporate research in a global company
TRANSCRIPT
Live Tweet #MAMRA2015
Corporate Research in a
Global Company Rodney Dalton
Corporate Market Research Manager at the Las Vegas Sands
1 Confidential
Wednesday, April 15, 2015
The Venetian | The Palazzo | Sands Expo | Sands Bethlehem | Paiza | Sands Macao
The Venetian Macao | Four Seasons Hotel Macao | The Plaza Macao | Sands Cotai Central | Marina Bay Sands
Corporate Research in a Global Company
2 Confidential
TOPICS
Brief Overview of Research Structure
Social Media Research
Trends Project Example
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ABOUT LVSC
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ABOUT LVSC
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MARKET RESEARCH TEAM STRUCTURE
• 10 Properties
• 11 Researchers
• 19 Part-time Interceptors
Corporate Research
Team
(3 Researchers)
Las Vegas
Research Team
(1 Researcher)
Bethlehem
Research Team
(1 Researcher)
Singapore
Research Team
(2 Researchers)
Macau Research
Team
(4 Researchers)
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MARKET RESEARCH
• Role:
– To provide consumer, brand and
marketplace insights that inform
decision-making
• Goals:
– Support the strategic priorities of the
Company
– Provide in-depth understanding of our
consumers and deliver unbiased,
actionable and forward-thinking
insight
– Strive to be a trusted advisor to our
internal clients and stakeholders
• Types:
– Secondary/Syndicated and Primary
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CORPORATE & PROPERTY RESEARCH
• Corporate Market Research
– Supports Corporate-level research needs and global initiatives; serves
as liaison for Corporate requests for local information
– Defines and advises on best practices for research across the
organization
– Advises and supports Property Research
– Involved in the engagement of outside research providers
• Property Market Research
– Supports all Property-specific research needs
– Works in collaboration with Corporate Market Research and the other
Property Research groups
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CHALLENGES
1. Politics
2. Cultural Differences
3. Data Privacy
4. Time Difference
5. Too Many Stakeholders
6. Procurement Process
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Social Media
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SOCIAL MEDIA FACTS
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SOCIAL MEDIA INSIGHT
• Social Media Research
– 85% of social media contents comes
from 30% of the social media
audience
– Must be supplemented with
traditional research
• Steps for Listening:
– Define the problem
– Devise hypothesis
– Select data sources
– Craft analysis to test hypothesis
– Supplement through primary
research
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SOCIAL MEDIA STRATEGY
• Social Media Strategy
– Goal: Improve guest communication
• Facebook & Twitter
– Goal: Engage with past, current and
prospective guest
• Facebook, Twitter & Instagram
– Goal: Generate more website traffic
• Google+ & YouTube
– Goal: Increase brand exposure and
enable direct bookings
• All
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DAVID BECKHAM #NEVERSETTLE
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TRENDS
• Travel Trend: Mobile Bookings
– Mobile bookings are tilting toward the day when they might reflect today’s
desktop patterns
• Marketing Trend: Hotel Content Marketing
– Hotels are developing sophisticated online content marketing that positions the
hotel as a character in a traveler’s journey
• Hospitality Trend: Prioritization of Sleep
– Guests are placing a high prioritization on sleep and hotels are responding in
innovative ways
• Consumer Trends:
– Demand for Instant Everything
• Consumers are demanding instant gratification; brands have 10 secs to make an
impression
– Experiences over Possessions
• Experiences are becoming more valued than possessions for consumers
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PROVIDER CRITERIA
1. Global Capabilities
2. Offices in China
3. Gaming/Hotel
Experience
4. Innovative Thinking
5. Core Competency
6. Account Management
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Rodney T. Dalton Corporate Market Research Manager
Las Vegas Sands Corp.
Office: 702.607.4743
Email: [email protected]
CONTACT