Unifying customer profiles to drive marketing efficiency
With 9,000 hotels globally, Wyndham Hotels & Resorts needed easy access to their customer data in order to expand their reach, grow their business, and optimize ad spend. Amperity gave them the unified customer profiles they needed to create segmented audiences and target them with the right messaging— ultimately leading to increased conversion rates and lower acquisition costs.
Centralized data, suite results
Wyndham wanted to expand their loyalty program and drive direct bookings, but lacked a single source of truth for customer records that would allow them to send more targeted communications to do so. The team found that the data management system they had in place didn’t give them the accessibility they needed, and couldn’t produce a reliable golden customer record. Teams lacked the access to the data they needed to guide business decisions and optimize their marketing programs.
Customer profiles were scattered across disparate systems and any attempt to match and merge that data was done through manual and inaccurate methods. They needed a single accurate view of the customer in order to identify and segment audiences to reach prospects and customers at the right points in their journey and see greater returns.
By bringing their data into Amperity built on AWS, unified customer profiles for both Wyndham’s loyalty and non-loyalty members were created giving their teams a single source of truth for customer insights, and the ability to segment audiences and send targeted messaging to increase bookings and loyalty sign-ups. Information that previously took weeks to access can now be gained in just minutes freeing up time to focus on other key initiatives.
The insights they uncovered gave them the ability to create more segmented audiences, such as non-loyalty customers, and better target communications both within email and digital media for the first time. Ultimately leading to higher returns on investment, lower acquisition costs, and an increase in loyalty conversions - providing a more personalized experience for customers across the board.
“Through our new platform from Amperity, we’re able to have a complete 360 guest view, unlocking new insights that allow us to be timelier, more efficient and more effective in our efforts to engage the everyday traveler.”
Lisa Borromeo Checchio Chief Marketing Officer at Wyndham Hotels & Resorts
Insights to Build Long-Term Loyalty
In this video recording from Skift Global Forum, Jeanne Jones, VP of Community and Customer Marketing at Amperity and Lisa Borromeo Checchio, Chief Marketing Officer at Wyndham Hotels & Resorts, discussed how data plays an integral role in building relationships with loyal members and new customers alike.Watch the video