Adrian Awards 2019
image
Click on Image to Enlarge.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The main target audience is the Marriott Corporate eCommerce team and individual Marriott Branded property level users managing digital marketing initiatives. The platform is used by the Marriott eCommerce team globally as well as individually by thousands of hotels across the world.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Between Marriott Digital Services and the Milestone product management team there was several weeks of primary research to define the scope of the problem, areas of efficiencies improvement and delivery mechanism. These researches included interviews with the Marriott team, demo workflows and process creation and prototype building and software testing. After discovery, multiple reviews of data modeling, user interface refinement were conducted to achieve an optimal user experience.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Milestone was able to provide a custom web based online reporting platform which is now been accessed by properties worldwide and used for reporting digital performance. The key innovation has been three folds: Marriott has been able to automate reporting that has saved hundreds of hours of manual work and significantly improved the accuracy of reporting Marriott has been able to swiftly adapt to changes that occur constantly and alter their report and roll the new reports out quickly This platform has allowed to bring teams together and improved the overall digital performance of properties.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
1. Milestone Omnichannel reporting, and Analytics platform was customized for Marriott needs and reporting formats led to reports being generated within a couple of days for thousands of hotels with great accuracy.? 2.? Significant efficiency; Reporting views by geography, ownership groups, by brands, by MDS team leaders. There were 3 major KPIs: Rate of adoption - from launch to date the adoption rate has increased by over 100% and it is being used by close to 3500 properties. Accuracy – report accuracy is close to 100% Time-to-generate reports – we were able to produce reports within 5 days cutting down time from 20-30 days.
Entry Title
Milestone and Marriott Digital Services (MDS) Joint submission on MDS Omni channel reporting and analytics
Division
Digital Marketing
Sub-category
Digital Marketing Innovation
Category
Digital Marketing Innovation
Classification
Entry Award:
Silver