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USING DATA TO
ENHANCE MARKETING
EFFECTIVENESS
Anil Aggarwal
CEO, Milestone Inc.
@milestonemktg
October 19, 2015
Milestone Confidential
About Milestone Digital Marketing Software and Services
Silicon Valley ~ Chicago ~ DC ~ 1950 customers ~ 250+ Awards
Unalytix Dashboard and Analytics
Milestone Confidential
Milestone + Micros eCommerce = Superior
Solutions for our Customers (Sept 2015)
Milestone Confidential
Our Customers ~ Over 1,950 Hotels and Retail
Hotel Chains Ownership Groups and
Management
Companies
Independent
Hotels/Groups Retail
USING DATA TO
OPTIMIZE CONSUMER
EXPERIENCE ON YOUR
WEBSITE
Milestone Confidential
Use Conversion Funnel Analysis to Determine
What Consumers Like and Don’t Like
Entry Exit
Milestone Confidential
A/B Test Based on Conversion Funnel Testing
Accommodations
A Accommodations
B
Removed Hero
Image to push
content to top
Milestone Confidential
Results of Test tracked on Optimzely
Result: Test is a winner
with +9.1% improvement in
click through.
Milestone Confidential
Heatmap Study - Click Heatmap
Displays the percentage of visits that reached particular areas of the page based on their scrolling activity
Milestone Confidential
Heatmap Study - Attention Heatmap
Tracks the amount of time visitors stay focused on a region of the page
Milestone Confidential
Heatmap Study on Mobile Site
Milestone Confidential
A/B Testing based on Heatmap Studies
Home
A Home
B
Moved “Offers”
link to top
OPTIMIZING CONTENT
USING DATA AND
PERSONALIZATION
Milestone Confidential
What are People Looking For?
Use Social Media and Search Engines to understand your
customer!
Milestone Confidential
Answering Consumer Queries On Your Website
Milestone Confidential
Google’s Answer Boxes
• Well researched
query answer
appears in
Google’s Direct
Answer Boxes
Milestone Confidential
FAQ Impacts
Milestone Confidential
Content Personalization Based on Geography (60% increase in conversions)
USING DATA TO
UNDERSTAND
EFFECTIVENESS OF
MARKETING ACTIVITIES
Milestone Confidential
Many Marketing Tools and Siloed Reports
Social
Marketing
Tools
Website
CMS
Reputation
Management Website
Analytics
Search
Marketing
Tools Phone
Tracking
Marketing
Tools
Un-optimized ROI
Search
Optimization
Milestone Confidential
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
Milestone Confidential
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
Milestone Confidential
Social
Media and
Reputation
Distribution
Channel Brand, OTAs, GDS,
Voice, Direct
Solution: Unalytix Marketing Suite and Analytics
Platform
Revenue Bookings, Room
Nights, ADR
No more silos
Actionable insights
Sharing Reports
Optimized ROI Marketing
Optimization Campaigns, leads, RFPs
Business
Intelligence
Milestone Confidential
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
Milestone Confidential
Marketing Platform –Single Point Access to All
Marketing Software and Analytics
Milestone Confidential
Single Integrated Analytics View Across All
Marketing Initiatives
Milestone Confidential
Real Insights from Real People that Drive Impact
Milestone provides actionable insights and
recommendations for your website
News blog focused on hospitality marketing
Milestone Confidential
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
Milestone Confidential
Understanding Group Performance
Compare property
marketing performance by
chain or state
See top and bottom
performers for
by conversions KPIs
Milestone Confidential
Data Analytics Maturity Model: Evolving Decision
Actionable
Insights
Proactive
Insights Automated
Insights
Va
lue
/ C
om
pe
titive
Ad
va
nta
ge
Degree of Analytical Maturity / Difficulty
Holistic view
of data
Automated
reporting
Data
aggregation
Expanded
data sources
Drill down
capabilities
Flexible
reporting Forecasting
Predictive
Modeling
Automated
insights
Unalytix 2015
Information Insight Decision
Milestone Confidential
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