"how to re-energize your digital analytics program" - hyatt + wad, digital velocity 2015
TRANSCRIPT
© 2015 Tealium Inc. All rights reserved. | 3
HOW TO RE-ENERGIZE YOUR DIGITAL ANALYTICS PROGRAM
Presented By: Hyatt Hotels Corporation and Web Analytics Demystified
© 2015 Tealium Inc. All rights reserved. | 4
WHO WE ARE:
Hyatt Hotels Corporation:– Pallas Jia, Analyst, Digital Analytics
– Jason Tribbett, Analyst, Digital Analytics
Web Analytics Demystified – Adam Greco, Senior Partner
© 2015 Tealium Inc. All rights reserved. | 5
PALLAS JIAHyatt Hotels Corporation – Analyst, Digital Analytics
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ABOUT HYATT
Global hospitality company, headquartered in Chicago
Founded in 1957, LA airport
10 brands, full/select service, all inclusive; 600+ properties
Americas, Asia, Europe and Middle East, Southwest Asia
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DIGITAL ANALYTICS AT HYATT
Analytics
Operations
E-Commerce
Loyalty
Social
Brand
Digital Media
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EVOLUTION OF DIGITAL ANALYTICS
Begin: 2000
Define: 2010
Redefine: 2013
Takeoff: 2014
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BEGIN
Started Omniture (Adobe)
No internal administrator
No digital analytics dept.
No management, no maintenance
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DEFINE
Digital analytics team
600k+ pages on Hyatt.com
No centralized tag management
Outsourced development
No communication between analytics and development
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REDEFINE
Support strategy
Connect IT and analytics
Search for help
Technology / business audit
Global training
– Corporate and agency
– Hotels
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TAKEOFF
Tealium iQ (May 2014)
Tealium AudienceStream
(Nov. 2014)
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WEB ANALYTICS DEMYSTIFIED
• Web Analytics Demystified specializes in
helping organizations get the most value from
their analytics programs
• We have been associated with over 1,000
analytics implementations
• We have written several books related to web
analytics and web analytics technologies
© 2015 Tealium Inc. All rights reserved. | 16
RE-ENERGIZING ANALYTICS
• Demystified has seen that over time many
organizations devolve in analytics due to:
- Incorrect Business Requirements
- Lack of Executive Support
- Incorrect Mindset Towards Analytics
- Poor or Inexperienced Resources
- Employee Turnover
- Poor Data Quality
- Lack of Product Knowledge
© 2015 Tealium Inc. All rights reserved. | 17
RE-IMPLEMENTATIONThe Process
• Web Analytics Demystified
audited the existing Hyatt
implementation and identified
issues and missing items
• In addition, faulty
implementation items were
documented
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RE-IMPLEMENTATIONThe Process
• Web Analytics Demystified worked with stakeholders in
order to re-define analytics business requirements
© 2015 Tealium Inc. All rights reserved. | 28
MAXIMIZE PLATFORM USE
• All of these could be used
to get more value from the
investment in Adobe
Analytics without paying
any more $$$
• These recommendations and more were provided in a
comprehensive deliverable and used to re-energize
executives and management
© 2015 Tealium Inc. All rights reserved. | 29
TAG MANAGEMENTThe Problem
• We had so many new things to implement, but feared
that it would take forever to get it done
• Time from IT was precious and hard to attain
• We advised Hyatt to invest in a tag management
platform to ease the strain on IT and expedite the
time to value of our recommendations
© 2015 Tealium Inc. All rights reserved. | 30
JASON TRIBBETTHyatt Hotels Corporation – Analyst, Digital Analytics
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WHERE WE WERERecap
Scarce IT resources
Many analytics
Enhancement recommendations
Slow implementation timeframe
High development costs
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THE SOLUTIONTealium! May 2014 - Today
Implemented Tealium in May 2014
Moved all previously hardcoded tags into Tealium
Added many new variables to SiteCatalyst
Fixed tracking errors on
many web pages.
© 2015 Tealium Inc. All rights reserved. | 33
WHY TEALIUM
Outstanding customer support
Best user experience
Worked best with our tag vendors
Faster and more efficient load times
© 2015 Tealium Inc. All rights reserved. | 36
EASY WINSClick Tracking
Promotion tracking
and onsite click tracking
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SITECATALYST CLEANUPReporting Cleanup
Cleaned up page names on many pages
Optimized our global report suite
Optimized variables for mini-sites
Implemented channel tracking in stages
© 2015 Tealium Inc. All rights reserved. | 38
REMARKETING TAGS
Added many different remarketing tags
© 2015 Tealium Inc. All rights reserved. | 39
BENEFITS TO HYATT
Fast results and answers to questions
Fast campaign tracking
Simple implementation for new sites with custom
tracking needs
Tag consistency
Debugging gets much easier