"How to Re-Energize Your Digital Analytics Program" - Hyatt + WAD, Digital Velocity 2015

© 2015 Tealium Inc. All rights reserved. | 2

© 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 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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ADAM GRECOWeb 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-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

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NEW REQUIREMENTSDestination Pathing

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NEW REQUIREMENTSDays Prior to Booking

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NEW REQUIREMENTSSearching vs. Booking Dates

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NEW REQUIREMENTSOriginal Hotel vs. Booked Hotel

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NEW REQUIREMENTSOpportunity Cost Revenue

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NEW REQUIREMENTSOut of Stock Rooms

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NEW REQUIREMENTSHotel Impressions & Clicks

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NEW REQUIREMENTSCancelled Revenue

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NEW REQUIREMENTSOnsite 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 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

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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.

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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 WINSSearches

Search availability

Search order

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EASY WINSDates Searched/Booked

Booking window

reports

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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

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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 AUDIENCESTREAMWhere 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