michelle novak - inma.orgwho created moneyball. stats and data are their lifeline ticket sales...
TRANSCRIPT
Michelle NovakData Storyteller
Getting Your Arms Around Your Data
This all started with a phone call…“Hi Michelle, this is Louis Dalton from the front office of the St. Louis Cardinals, calling to introduce myself as your personal Cardinals contact …”
SportsYes it’s a game, but remember these are the guys who created Moneyball
Stats and Data Are Their Lifeline
Ticket sales Merchandise Email
Social 3rd party
Building Relationships
Call center back in house
Multi-channel marketing
Calls | Emails | Direct Mail
360º Degree Customer
Profile
Unifies data across
all systems
Ticket sales
Merchandise
Social
& More
Cut Through The NoiseUnique use of social
• At events
• Contests
• Theme nights
• Players social media accounts
• Official and unofficial social pages
• Mommy bloggers
HotelAKA “Lodging Away From Home”
“Disruption is when you wake up and you realize you’re in trouble. And either you didn’t see the change coming or you saw the change coming and you didn’t do enough about it.”Starwood Hotels & Resorts Worldwide CEO Frits van Paasschen
Data Is Everywhere
STR Benchmarks Three Simple Data Points
1. Number of rooms available in your hotel?
2. How many were sold?
3. What did you make?
How’s It Going?
Occupancy Sun Mon Tues Wed Thur Fri Sat
Jun - 16 58.2 72.0 76.6 73.8 70.8 78.4 81.7
Jun - 17 58.1 72.3 77.2 77.1 71.2 76.7 80.7
DoubleTree Brand
Traditional Data
• Gender
• Age
• Race
Today’s Data
• Mindset
• Motivation for traveling
• Types of activities they engage in
Your Warm Cookie Awaits
We’re buying banners on websites where people research travel, but we’re also targeting them in places that are relevant to their lives: business travelers on news sites or sports fans on sports sites. Culinary sites also make a lot of sense for us.
Hilton’s Vice President of Global Marketing, H. Stuart Foster
Subscription Retailers10,000 and counting
User Engagement Top 100 Report(from Iterable)
True omnichannel presence:
“Customers don’t come to brands,
brands have to come to customers”
Alyssa Jarrett
Content Marketing Manager - Iterable
Welcome Message
And not just one email –
but a series
And not just one channel –but multiple touch points
Personalized Campaigns
Based on the 360 customer view and past web behaviors
Re-engagement Campaigns
It’s Been Awhile We Miss You Discount Included
Acquisition Methods
•Podcasts
•YouTube Channels
•Online Audio – Pandora/Spotify
Attribution Channels
•Unique Offer Codes
•Branded URLs
•Post-Conversion Survey
8 TakeawaysAn Octopus Has 8 Arms ….
Unify Your Data
Augment Your Data
Designate a Data Champion
Swim In Multiple Lanes
Roll Out The Red Carpet
Wrap All 8 Arms Around Them
Unbox the Product
Create A “Wow” Moment
