USING DATA TO

ENHANCE MARKETING

EFFECTIVENESS

Anil Aggarwal

CEO, Milestone Inc.

anil@milestoneinternet.com

@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

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A/B Test Based on Conversion Funnel Testing

Accommodations

A Accommodations

B

Removed Hero

Image to push

content to top

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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

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Heatmap Study on Mobile Site

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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!

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Answering Consumer Queries On Your Website

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Google’s Answer Boxes

• Well researched

query answer

appears in

Google’s Direct

Answer Boxes

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FAQ Impacts

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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

Email

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

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Single Integrated Analytics View Across All

Marketing Initiatives

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Real Insights from Real People that Drive Impact

Milestone provides actionable insights and

recommendations for your website

News blog focused on hospitality marketing

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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

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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