The document summarizes a conference session on micromarketing building blocks. It discusses how personalization requires understanding the complex travel landscape and guest preferences. It then overview presentations by executives from RockCheetah, Oracle Hospitality, ReviewPro, and IDeaS on their platforms for personalization, CRM, reputation management, and revenue management, respectively. Integrating these systems and gaining insights from guest data across channels were highlighted as important for effective personalization.

1. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Micromarketing Building Blocks
RJ Friedlander
Founder & CEO
ReviewPro
Robert Cole
Founder & CEO
RockCheetah
Boro Petrovic
Architect
Oracle Hospitality
Sanjay Nagalia
COO
IDeaS

2. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Session Overview
• Personalization Landscape
• Robert Cole, RockCheetah
• Proprietary Information/CRM Platform
• Boro Petrovic, Oracle Hospitality
• Market Information / ORM Platform
• RJ Friedlander, ReviewPro
• Actionable Information / RMS Platform
• Sanjay Nagalia, IDeaS

3. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Customization & Personalization
A Complex Landscape
Robert Cole
Founder & CEO
RockCheetah

4. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Inspiration
Research
Planning
ValidationBooking
Travel
Sharing
• Different Trips
• Different Objectives
• Intensely Personal Process
• Timing is Everything
• Each Stage = Different Needs
• Relevant Messaging Changes
• Progressively More Personal
• Guest’s Desired Relationship?
• One Night Stand?
• Exclusive Relationship?
• Playing the Field?
7-Step Travel Process &
Multi-Persona Traveler

5. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Getting Personalization Right
• Offering the Right EXPERIENCE (All Inclusive Package)
• Using the Right CONTENT (Family Beach Video)
• Including the Right PRODUCT (Beachfront Hotel)
• Providing the Right VALUE (10% Discount with Oceanview Uprade)
• For the Right PRICE (Under $299 per Night)
• To the Right PERSON (Targeted Persona/Segment)
• Doing the Right THING (Clicking on Retargeting Ad)
• On the Right PLATFORM (Mobile)
• Through the Right CHANNEL (Website-Direct)
• In the Right PLACE (Metro Boston Area)
• At the Right TIME (Weekend Evening)

6. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Reality Check
• Daunting Number of Options
• Context is Essential
• Must Be Made Actionable
• Conflicting Priorities
• Respect Guest Preferences
• Support Enterprise Efficiency
• Integration Complexities
Reaching The Guest
The Conversation Prism – Brian Solis & JESS3

7. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
CRM Platform
Proprietary / Internal Information
Boro Petrovic
Architect
Oracle Hospitality

8. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from
many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many
channels….
• Fast pace changing
landscape…
• Integration, Integration,
Integration…
CRM – System of Systems

9. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from
many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many
channels….
• Fast pace changing
landscape…
• Integration, Integration,
Integration…
CRM – System of Systems
CRMSelf
Service
Call
Center
Web
Sites
Web
Sites
Web
Stores
Web
Sites
Web
Sites
Mobile
Apps
PMS
POS
Social
Media

10. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from
many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many
channels….
• Fast pace changing
landscape…
• Integration, Integration,
Integration…
CRM – System of Systems
- Analytics
- Actionable
Insight for Every
Role: Marketing,
Guest Services,
Revenue
Management,
Loyalty, …

11. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from
many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many
channels….
• Fast pace changing
landscape…
• Integration, Integration,
Integration…
CRM – System of Systems
Plan! Design! Configure!
MACRO Level
Campaign,
Revenue optimizations,
Brand refreshments,
…
MICRO (Personalized) Level:
Just in time marketing,
Just in time service actions,
…

12. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from
many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many
channels….
• Fast pace changing
landscape…
• Integration, Integration,
Integration…
CRM – System of Systems
CRMSelf
Service
Call
Center
Web
Sites
Web
Sites
Web
Stores
Web
Sites
Web
Sites
Mobile
Apps
PMS
POS
Social
Media

13. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
OTA
Reputation
Defender
• Unifying the data from
many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many
channels….
• Fast pace changing
landscape…
• Integration, Integration,
Integration…
CRM – System of Systems
Social
Mobile
Meta
Search
Direct On Line
Marketing -
MicroMarketing

14. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
• Unifying the data from
many channels…
• Deriving the intelligence…
• Making decisions…
• Executing on many
channels….
• Fast pace changing
landscape…
• Integration, Integration,
Integration…
CRM – System of Systems
Cloud Applications Services
SOA
Standards

15. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Reputation Management Platform
External / Market Information
RJ Friedlander
Founder & CEO
ReviewPro

16. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
The Old Building Blocks of Marketing…

17. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
… Are Broken

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The New Building Blocks of Marketing

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Reputation = Revenue

20. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
The Opportunity
To leverage guest intelligence to
deliver better guest experiences & to
profit from the social web

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Guest Intelligence = ORM + GSS

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Impact of Guest Intelligence on Revenue & Market Cap

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Guest Intelligence Within the Organization

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Guest Intelligence Across the Enterprise

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Interoperability of Data

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Revenue Management Platform
Business Intelligence / Actionable Information
Sanjay Nagalia
Chief Operating Officer
IDeaS

27. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
From Generalization to Personalization

28. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Evolution of RM and Pricing in Hospitality
Pricing by
Season and
Day-of-
week
Fixed Rate.
First-come-
first-served.
Waitlists.
Availability
Controls,
Overbooking
Dynamic
Pricing
Reputation
Influenced
Pricing
Rate
Shopping
Personalized
Packaging &
Pricing

29. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
So What changed…?
1969 – Apollo 11
• 64KB memory
• 0.043 MHz processor
2015 - Laptop
• 16GB memory
• Quad-core 2.9 GHz
processor
• 1 TB HDD / 8GB SSD
hybrid storage
1983 – IBM PC/XT
• 128KB memory
• 4.77 MHz processor
• 10 MB storage
Moore’s Law – 2x Performance Every 18 months - For Same Price

30. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Understanding Consumer Behavior

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Social Media

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Social Media Generates Lots of Data

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Customer Relationship Management

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Personal Revenue Management

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+ We Have….
• processing power
• memory
• storage space
• analytical capability
- We Need….
• RMS integration with CRMs
• Natural language recognition

36. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Is Business Intelligence a Solution?

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Expressing Yourself

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Guest DNA

39. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Micromarketing Building Blocks
• Personalization Landscape
• Context is Critical| Need Good Info, Platform, Strategy
• Proprietary Information / CRM
• System of Systems | Enables Cross-Channel Execution
• Market Information / ORM
• Need Data Interoperability | Complete Guest Intelligence
• Actionable Information / RMS
• Need CRM/RMS Integration | Natural Language Processing

40. HTNG 2015 North American Conference | Hyatt Regency Hill Country Resort & Spa | Feb. 23-26
Micromarketing Building Blocks
RJ Friedlander
Founder & CEO
ReviewPro
Robert Cole
Founder & CEO
RockCheetah
Boro Petrovic
Architect
Oracle Hospitality
Sanjay Nagalia
COO
IDeaS
Thank You
Copies of the Presentation are Available Online