Using Deep Insights To Drive Personalization - Bounteous

Using Deep Insights
   To Drive
   Personalization

Proprietary & Confidential

SUMMARY

The Leading Hotels of the World is a hospitality collection of more than 400 luxury       SERVICES

hotels and resorts in over 80 countries. Their website has a wealth of content about      Analytics Implementation
rates, offers, and hotel amenities, so much so that it was difficult for Leading Hotels
                                                                                          Enterprise Analytics
to determine what types of information influence how travelers arrive to their
selection.                                                                                Data Science

Leading Hotels combined existing data from Google BigQuery with our advanced
                                                                                          PA RT N E R S
analysis techniques, using the results to make enhancements to their website and
create more personalized, seamless customer experiences. By uncovering which              Google
informational content touchpoints lead to hotel bookings, Leading Hotels could
prioritize amenities with higher likelihood to lead to successful bookings, and
ultimately optimize conversion.

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CHALLENGE

In order to see why members choose a particular hotel or resort, one core
question needed to be answered: “Which content touchpoints lead to hotel
bookings?” The simple question had a complex answer. There is no simple
conclusion available at face value in Google Analytics — instead, this question
takes statistical modeling to address. Adding more nuance, each hotel had
different amenities that would impact the booking journey and content flow.

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SOLUTION

Google Analytics 360 and Google BigQuery powered the
attribution modeling necessary to pinpoint the content that
contributed to the most valuable customer journeys. We
analyzed detailed, unsampled, hit-level data, concentrating
on the content that was most likely to have the biggest
influence in preceding a purchase.

We applied statistical and machine learning techniques to
model which amenities a specific traveler might be interested
in (golfing, adventure excursions, kid-friendly hotels) — and
by extension, which hotels. Through hierarchical clustering,
we grouped similar users together and used our analysis to
create personas, which gave Leading Hotels a baseline for
driving more customized content.

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R E S U LT S

We helped Leading Hotels quantify how different
informational touchpoints led to a booking, and therefore
gauge how to invest in those touchpoints to drive success.
The personas we surfaced were leveraged to personalize
advertising, marketing, and web content — ensuring the
right audiences were delivered the right messages. Armed
with deeper insights into its customer journey, Leading
Hotels is now better equipped to create more targeted
messaging — improving both user experience and
conversion rates.

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This analysis helped us better understand how our customers navigate
through our website and what customer journeys are most common. Once
these journeys were identified, we were able to make enhancements to the
website to create more seamless experiences for our customers, as well as
   guiding the creation of more specific A/B tests to continue improving.

                                Nina Lakhani
                           Leading Hotels of the World

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Contact Us

Phone: 877.220.5862
Email: getinfo@bounteous.com

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