Problem

Need to increase revenue, but response rates and deliverability poor from sending too many emails without targeting and relevance.

Production issues with so many markets, languages and time zones. Symptoms include high rates of error from last second changes, poor QA, and processes. Inability to send offers to some markets because of manual email processes and no time meaning lost revenue.

Solution

Tailor merchandise, content and messaging to better adapt offering by region, language, culture and affinity segments to better address varying degrees of performance.

Remove gut feel. Use proven scientific techniques to correctly identify tactic or new approach should be implemented to yield sustained higher rate of performance and improvement.

State of the art Amazon style recommendation engine implemented. You last hotel visited matched with other recommendation of people who also visited your last hotel. 250% increase in click rates. Tested on only 25% of the database but yielded the most bookings of previous campaigns that needed the whole list to achieve same yield. > 95% significance.

Result

Revenue growth 40% above annual targets after new CMS and analytic approaches implemented.. The results also included new automated processes allowing the marketing platform to scale and enable the capacity to do a substantially higher volume of testing and optimisation while also reducing staff overhead.