3 Ways to Drive Market Penetration with Data AnalyticsSriHari Thotapalli, Director, Customer Data ManagementHyatt CorporationRitu Jain, Director, Industry & Solutions MarketingAlteryx Inc.
Speakers
Ritu JainDirector, Industry & Solutions
MarketingAlteryx
SriHari ThotapalliDirector, Customer Data
ManagementHyatt Corporation
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Agenda• Alteryx Overview
• About Hyatt
• Challenges
• Use Cases & Solution Overview
• Outcome
• Next Steps
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Customer Success
Customers across the world
1400+Strong Foundation
95%+ Renewal rate
&Investment for Innovation
Associates across North America, Europe &
Australia
Corporate Info.
The Leading Platform for Self-Service Data Analytics
300+
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Designed for Analyst Enablement
Enrich
Output All Popular Formats
Prep & Blend Analyze
Input All Relevant Data
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Hyatt Corporation: Driving Market Penetration with Data AnalyticsSriHari [email protected]
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About Hyatt
11 Brands• Andaz• Centric• Grand Hyatt• HYATT• Hyatt Regency• Hyatt Centric• Hyatt House, Hyatt
Place• Park Hyatt• Unbound Collection• ZIVA• ZILARA
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My Team and Customers
My Team• Customer Data Management
• BI/ Enterprise Data Warehouse
• CRM• Analytics
My Customers• Sales• Marketing• Real-Estate• Finance• Hotel Operations
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Our Focus & Challenge• Corporate sales contributes > 60% of revenue for full-service hotels
(250+ hotels)
• Increase corporate sales to target and expand the share of the business.
• Dynamic business environment• High Competition• Long Sales Cycles• Complex Customer Relationships
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Challenge 1: Competition
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Challenge 2: Long Sales Cycle
Group Event Sales Cycle is 3-5 years Corporate Travel is 1-2 years
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Challenge 3: Complex Customer Relationships
John Smith
Samantha Hightops
MEETINGS ARE US Role = Guest
Relationship Type = Individual-Account
Role = Business Contact
Relationship Type = 3rd Party Meeting
Planner
Relationship Type = Individual-Account
Uses Alteryx’s corporate rate
Creates a booking
Uses meeting planner
Works for Meetings Are Us
CUSTOMERS
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• Know your customer – 3600 view
• Cross-sell/upsell within existing customer base
• Increase penetration in similar verticals
Use Cases
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Use Case: 3600 Customer View
Customer
Financial Reporting
RelationshipsNPS
Loyalty
Demographics
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• Deeper Breakdown of Spending Patterns• RFM• Corporate Travel Vs Meetings• Incremental F&B Revenue/Guest
• Exploring Relationships
• Customer Insights• Demographics: Brand Preference and Targeted Marketing• NPS: Summarized global score • Loyalty: Demonstrate Guest Preference to Hyatt
• Optimize Sales Force
Use Case: 3600Customer View
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• Compared to high cost of acquiring new customers, easier to expand business with existing customers
• Upgrade from regional to global relationship
• Increase share of customer wallet• Targeted upsell offers for corporate travelers• Customized catering options
Use Case: Cross Sell/ Upsell to Existing Customers
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• Customers globally ranked by revenue and mapped to industry codes
• Strategic prospecting by industry verticals based on market potential – most bang for sales force hours
Use Case: Increase Penetration in Similar Verticals
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Analytics: Current State
Too Little ,Too Late Unable to Identify Top
Customers Labor Intensive – Several
Weeks of Analysts’ Time
Data Sources
Third Party Data
Data Blending + Wrangling
Data Visualization
CRM
Hotel Sales Data
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With Alteryx
Available in hours On-demand customized ranking of
top customers– sliced any way – by vertical, geo, sales manager, NPS, revenue, etc.
Analyst can focus on delivering insights
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Results
Before Alteryx
• Limited customer insights• No global ranking• Manual data extracts• Days/weeks for data
refresh• Week(s) for ad-hoc
analysis• Excel macros
After Alteryx
• Customer 360 view• Top customers • Direct access to data
sources• Minutes/hours for data
refresh• Hours/days for ad-hoc
analysis• Data blending simplified
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Return on Investment (ROI)
• Improved analysts’ efficiency • Global meeting planner NPS tracking: > 80% are promoters.• Customers (companies) now have full visibility into their corporate
travel spend• Data “empowered” sales force
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• Hotel level analysis & reporting• The impact of different rate structures• Leverage public data/ economic indicators as
additional input to prospect customer list creation• Enable self-service capabilities via analytics apps
Future Initiatives
Questions?
@alteryx
See what Alteryx can do for you!Download a free trial of Alteryx alteryx.com/trialor visit alteryx.com for more information
Thank youRitu [email protected]] Alteryx.com
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