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Mar 04, 2024 244 likes •397 views

Analytics & Tech Trends How to sound techy without actually being a nerd Jai Govindani Chief Technology Officer Red Planet Hotels HSMAI August 2016 The Digital Journey Digital its not just about tools, its a way of life

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Analytics & Tech Trends

How to sound techy without actually being a nerd

Jai Govindani Chief Technology Officer Red Planet Hotels HSMAI – August 2016

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The Digital Journey

Digital – it’s not just about tools, it’s a way of life

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AARRR!

A = Acquisition = Look at me!
A = Activation = Book a room!
R = Retention = Join my loyalty program!
R = Referral = Tell your friends!
R = Revenue = SHOW ME THE MONEY
!

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What is Acquisition

Acquisition

First set of eyeballs Targeting affects conversion More != Better

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Measuring Acquisition

Urchin Tracking Module (UTM) tags
Leave it to your agency (trust but verify!)

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AARRR!

A = Acquisition = Look at me!
A = Activation = Book a room!
R = Retention = Join my loyalty program!
R = Referral = Tell your friends!
R = Revenue = SHOW ME THE MONEY
!

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Activation/Retention/Referral

By far the most intensive and complicated

measurement area

As brief or as detailed as you want
Start small! Trying to measure everything at
nce = guaranteed failure

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Revenue (aka Conversion)

Revenue = where IMPACT is measured
In ‘Acquisition’ – effectiveness of creatives,

targeting

In ‘ARR (Activation/Retention/Referral)’ – product

experience

Deliver on product promise!
Measuring Revenue
Don’t bother measuring revenue via analytics
You already have revenue data in PMS
Trying to correlate without dedicated team =

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General Practices

When it comes to data:

ASSUME NOTHING TRUST NO ONE TEST EVERYTHING

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Analytics Toolkits

Google Analytics – building bad habits since

2005

Measure everything, look at nothing
Voodoo metrics (bounce rate, demographics)

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Tech Trends

Keep your CTO on their toes!

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Customer Acquisition

Retargeting
Based on website visits
Beating customers into submission
Programmatic Ad Buying
Real-time bidding
Demographic targeting
Dynamic Creatives – create ads on the fly

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Guest Experience

On-location Services
Local attractions/restaurants
On-property services
In-room Entertainment (BYOD)
Own device streaming (iOS, Android)
On-demand Streaming (a la Netflix)
Quick and Easy Wi-Fi
If I had to explain it, it wouldn’t be quick OR easy!