INCREASING SALES USING DATA AND PERSONALISATION

Presented By

Denis Kondopoulos (MBA MBCS CITP CEng CIM)

Today’s Topic

• Increasing sales via use of data and personalisation.

• Based on a real example:– La Veranda Resort (Accor Hotels)

• Published: – The Routledge Handbook of

Hospitality Management

• Discussion:– Q&A

La Veranda Resort, Phu Quoc

About me

• Technical project manager and digital marketing specialist with 20+ years of experience in a variety of sectors and countries.

• Officially a Project Manager, but in reality a hybrid of management, technology and marketing.

• Author (Books, Publications) and Speaker on Technology / Digital Marketing • Speaker at Google campus London

• Academic Author and Visiting lecturer at university of Brighton, Derby, and Oxford Brookes

• Chartered IT Professional ▪ Chartered Engineer• Chartered Marketer ▪ Google Certified (Search, Mobile, Video, Display, Shopping)

Personalised ReMarketing

Goal: Bookings and/or Enquiries

Method: Target visitors and entice them to return to the site, via the use of personalised offers.

MethodProblem: Initially we do not know much about the user. How do we personalise?

Solution:• Mark user entry• Track user journey• Some visitor information may be captured, but all data

are in different systems• Create “hub” which combines all collected data and

manages personalised remarketing

But first…

Improve site performance

Personalised ReMarketing1. Website marks/tracks visitor2. Uses Google Analytics API to track user journey, including goals (eg.

enquiries, bookings)3. If users signs up for newsletter the hotel knows the CustomerType (eg.

family, single, couple, etc)4. A business-logic layout would analyse the above information, and

depending on the user actions and customer type, a personalised email (with a special offer relevant to this type of customer) would be sent to the customer to entice him to book.

5. The extra mile: Upon user re-action to the personalised email, a remarketing campaign would then be initiated on social media (facebook) to re-market the offering to this particular user.

Personalised ReMarketing

“hub”CRM

Analytics

Browser Cookies

Email Marketing

system

Geolocation

Personalisation

•Personalised Email Remarketing•ReMarketing (Search and Social)

Offers Database

Results

Have not been allowed to share figures, but:• Bounce rate, upon re-entry < 45%• User journey, upon re-entry: 3min+ • Occupancy rate at 97% for several months.

Questions?

Ask now

or email: denis@naxtech.com