Mais conteúdo relacionado Semelhante a "How to Re-Energize Your Digital Analytics Program" - Hyatt + WAD, Digital Velocity 2015 (20) "How to Re-Energize Your Digital Analytics Program" - Hyatt + WAD, Digital Velocity 20152. © 2015 Tealium Inc. All rights reserved. | 3
HOW TO RE-ENERGIZE YOUR DIGITAL
ANALYTICS PROGRAM
Presented By: Hyatt Hotels Corporation and Web Analytics Demystified
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WHO WE ARE:
Hyatt Hotels Corporation:
– Pallas Jia, Analyst, Digital Analytics
– Jason Tribbett, Analyst, Digital Analytics
Web Analytics Demystified
– Adam Greco, Senior Partner
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PALLAS JIA
Hyatt 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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ADAM GRECO
Web Analytics Demystified – Senior Partner
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AUDIT & RE-IMPLEMENTATION
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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
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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
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RE-IMPLEMENTATION
The 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-IMPLEMENTATION
The Process
• Web Analytics Demystified worked with stakeholders in
order to re-define analytics business requirements
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NEW REQUIREMENTS
Destination Pathing
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NEW REQUIREMENTS
Days Prior to Booking
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NEW REQUIREMENTS
Searching vs. Booking Dates
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NEW REQUIREMENTS
Original Hotel vs. Booked Hotel
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NEW REQUIREMENTS
Opportunity Cost Revenue
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NEW REQUIREMENTS
Out of Stock Rooms
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NEW REQUIREMENTS
Hotel Impressions & Clicks
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NEW REQUIREMENTS
Cancelled Revenue
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NEW REQUIREMENTS
Onsite Promotions
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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
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TAG MANAGEMENT
The 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
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JASON TRIBBETT
Hyatt Hotels Corporation – Analyst, Digital Analytics
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WHERE WE WERE
Recap
Scarce IT resources
Many analytics
Enhancement recommendations
Slow implementation timeframe
High development costs
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THE SOLUTION
Tealium! 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.
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WHY TEALIUM
Outstanding customer support
Best user experience
Worked best with our tag vendors
Faster and more efficient load times
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EASY WINS
Searches
Search availability
Search order
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EASY WINS
Dates Searched/Booked
Booking window
reports
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EASY WINS
Click Tracking
Promotion tracking
and onsite click tracking
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SITECATALYST CLEANUP
Reporting Cleanup
Cleaned up page names on many pages
Optimized our global report suite
Optimized variables for mini-sites
Implemented channel tracking in stages
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REMARKETING TAGS
Added many different remarketing tags
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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
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TEALIUM AUDIENCESTREAM
Where We’re Headed
Set up target audience profile
Join and leave audience (hands free!)
Connect to e-mail vendor API
Easily target A/B tests
Easy tweak/maintenance
Easy monitoring and reporting
Notas do Editor No tech nor business support of any sort;
People were excited about the new tool, demanding for tracking and reporting;
Cared more on “if” (was tracked) than “what and how” (was tracked, was it correct? Standardized?) Well, there was no standard
Results: a complete chaos Robert Fracassa joined, first and only member of our digital analytics, leading the one man team
Recognized the existence of 600+ pages but even the page names were messy (let along page titles; evars, props, events on the site)
Result: a struggle
Realized the initial set up when Omniture account was created was far away from keeping up to date with the changes happening on the site;
discrepancies were frequently found;
hotels and agencies crying for more reliable dashboards;
started looking for help;
No resource internally nor immediately; without any specialist, reached to the best in the industry -> found Adam
Industry challenging (tech TA becoming players, without our liabilities, our operational cost; better websites, better marketing)
Active/keeping up was not enough, be proactive
AS – open doors to experiment more
Retargeting program