Putting Email at the Center of a Cross-Channel
Conversation
Marc SheinkinMarriott International
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Marriott sends 1B+ outbound messages annually…from more than a dozen uncoordinated sources & teams
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Cacophony
ca·coph·o·nykəˈkäfənē/nounnoun: cacophony; plural noun: cacophonies1.a harsh, discordant mixture of sounds."a cacophony of deafening alarm bells"
ca·coph·o·nykəˈkäfənē/nounnoun: cacophony; plural noun: cacophonies1.a harsh, discordant mixture of sounds."a cacophony of deafening alarm bells"
ca·coph·o·ny/kəˈkäfənē/noun
a harsh, discordant mixture of sounds."a cacophony of deafening alarm bells"synonyms: din, racket, noise, clamor, discord, dissonance, discordance, uproar"despite the cacophony, Rita slept on"
“GIVE THEM WHAT THEY ARE LOOKING FOR”
“PUSH THEM WHAT WE WANTTHEM TO KNOW”
Digital personalization: Marketing maturity model
Default Marketing:
Program-centric (Brand, Rewards,
Channel) Messaging
Incr
easi
ng P
rogr
am C
ompl
exity
>>
>
Increasing Relevancy to Guest >>>
Segment-Driven
Targeting: Varying Message by
Targeting ‘like’ groups of guests
Real-Time Contextual:Varying message by
incorporating real-time cues in context
Predictive Learning:
Dynamically-controlling messaging by
anticipating needs
“push them what we wantthem to know”
“anticipate what they want”
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“Give them what they are looking for”
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Customer Experience Leaders Grow Revenue 5X Faster than CX Laggards
5 See the “The CX Transformation Imperative, 2016” Forrester report.
Source: US Securities and Exchange Commission
When customers have an overall high-quality experience with a brand, they stay with it longer, spend more money with it, and become advocates – recommending it.5
Orchestrating a consistent, holistic, positive experience throughout the trip cycle – across all channels – is essential to ensuring a high-quality customer experience.
Orchestration in Action
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Orchestration across channels
Shar
ed a
nd C
onsi
sten
tM
easu
rem
ent
| Li
sten
ing
| In
sigh
ts
OWNED
EmailBrandSites
MobileAPP
PUSH SMSM.Com
PreferenceCenter
Profile & Interactions
Guest Information
EARNED
Social SearchDisplaySearch Social Mobile
PAID
PrintVideo
ContentHotel
Participation
Privacy & Legal
Marriott/Market Information
Rates & Inventory
Decisioning
A Sample Hospitality Marketing Ecosystem
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Symphony
ca·coph·o·nykəˈkäfənē/nounnoun: cacophony; plural noun: cacophonies1.a harsh, discordant mixture of sounds."a cacophony of deafening alarm bells"
ca·coph·o·nykəˈkäfənē/nounnoun: cacophony; plural noun: cacophonies1.a harsh, discordant mixture of sounds."a cacophony of deafening alarm bells"
sym·pho·ny/simfənē/
noun: symphony; plural noun: symphonies
an elaborate musical composition for full orchestra, typically in four movements, at least one of which is traditionally in sonata form.something regarded, typically favorably, as a composition of different elements."autumn is a symphony of texture and pattern"
ORANGE 2016 GOALS
Abandoned Search
M.Com Email M.Com
Customer with a Hotel intent
Viewed at least 3 pages for a single hotel
Customer with a Destination intentViewed at least 3 hotels in
a destination
ORANGE 2016 GOALS
Abandoned Search – Multi-Channel
Mobile App PUSH Mobile App Mobile AppMarriott.com
ORANGE 2016 GOALS
Abandoned Search Results
Delivering the message in an orchestrated way is driving better email engagement…
Open rate up 8% - Multiple opens per opener
Clickthrough rate up 9%Click-to-open rate up 1%
Driving $X.XM in incremental email revenue
1. Test & Learn Framework 2. Workshop
3. Msrmnt., Test & Learn
Plan4. Prioritize 5. Finalize
Roadmap
$XXM Opportu-
nity
Abandoned Search – Measure, Test and Learn
Priority Learning Objectives Estimated annualized attributed revenue
1 Adding .com landing page
2 Adding .com persistent placements
3 Activating Touch 2 - Booking Reminder $x,xxx,xxx4 Change from 14-day suppression to 7-day suppression $xxx,xxx5 Adding Rate List Pages to qualifying criteria $x,xxx,xxx
6 Decreasing the amount of HWS pages with same MARSHA code from 3 to 2 $x,xxx,xxx
7 Activating Touch 3 – Booking Reminder + Offer $xx,xxx
8 Redirecting mobile traffic to email (if opted in to receive email) $xxx,xxx
9 Abandon Cart – Complete Booking (touchpoints or net new program?)
10 Trigger remail to non-openers / non-clickers $xxx,xxx
11 Time to delivery
Orchestration Strategy
Data/Segmentation Analysis
Customer Level Strategy
Program Level strategy
Omni-ChannelMarketing Playbook
Orchestration Strategy & Governance
Current State Assessment
Future State Vision
Gap Analysis
Governance Recommendation
Process and Function Assessment
Change Management Plan
Team/Tool Training
Implement Training Plan / Playbook
An Always-On, Customer Centric, Omni-Channel Marketing Framework
1. Current State Consolidation
2. Customer-level Strategy & MBO Alignment
3. Gap Assessment & Gap Closure
4. Program Prioritization
5. Program-level strategy
1. Current State Consolidation
2. Customer-level Strategy & MBO Alignment
3. Gap Assessment & Gap Closure
4. Program Prioritization
5. Program-level strategy
•RESEARCHED & IDENTIFIED hundreds of current-state programs and touch-points across Member Marketing and Digital Personalization
Created a Marketing Program Library that includes:• 173 marketing programs • 220+ touch points
An Always-On, Customer Centric, Omni-Channel Marketing Framework
1. Current State Consolidation
2. Customer-level Strategy & MBO Alignment
3. Gap Assessment & Gap Closure
4. Program Prioritization
5. Program-level strategy
•CONSOLIDATED Member Marketing and Digital Personalization MBOs•DEVELOPED A FRAMEWORK AND DEFINITION for 25 different customer states / needs:
An Always-On, Customer Centric, Omni-Channel Marketing Framework
1. Current State Consolidation
2. Customer-level Strategy & MBO Alignment
3. Gap Assessment & Gap Closure
4. Program Prioritization
5. Program-level strategy
•IDENTIFIED GAPS & CREATED NEW PROGRAMS to fill the gaps and aligned marketing programs to in the programs across:
• MBOs• Guest Life Cycle, Loyalty Cycle, and Trip Cycle• Life Stage (2017)
An Always-On, Customer Centric, Omni-Channel Marketing Framework
1. Current State Consolidation
2. Customer-level Strategy & MBO Alignment
3. Gap Assessment & Gap Closure
4. Program Prioritization
5. Program-level strategy
• CATALOGUED “MASTER LIST” of 173 programs and PRIORITIZED “KEY FOCUS” programs
An Always-On, Customer Centric, Omni-Channel Marketing Framework
1. Current State Consolidation
2. Customer-level Strategy & MBO Alignment
3. Gap Assessment & Gap Closure
4. Program Prioritization
5. Program-level strategy
• CREATED program-level strategy across four areas:• Program Strategy
• Marketing Plan• Good, Better, and Best versions
• Test and Learn Plan
• Measurement and Reporting Plan
An Always-On, Customer Centric, Omni-Channel Marketing Framework
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Guest Lifecycle
Loyalty Cycle
Trip Cycle
An example: Happy Birthday
Life Stage
ORANGE 2016 GOALS
5. Program-level strategy Strategy Example: Happy Birthday
ORANGE 2016 GOALS
5. Program-level strategy Strategy Example: Happy Birthday
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• Orchestration Committees
• New Team Functions
• New Processes
• RACI
• Communications Plan
Establishing a Structure to get the Work Done
Centralized Marketing Team
Orchestration Working Committee
OrchestrationSteering
Committee
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• This took around six months – really! • Pick like-minded channels ready to step outside their silos (not all are)• Start here:
– Assess current state– Align MBOs– Assign programs to MBOs and fill in the gaps– Think good/better/best– Assign functions, not an HR re-org– Try, stumble, and figure it out!
Summing up
ORANGE 2016 GOALSThank You