Adrian Awards 2019
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Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
There was no scalable way to audit all the issues and get the data consistent.? Auditing search results page to determine the accuracy of data was tedious and took several hours per hotel.? To get it to scale for 159 locations was a major challenge. The goal was to create an automated local listing monitoring mechanism for different local channels. The complexity was large due to 3rd party data connections and in some instances, the properties were manually managing the listings. Omni also wanted to make digital data easier to interpret and identify specific inconsistencies in the channel level reporting for each property.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The main target audience of this project has been the individual property level users responsible to manage local listings and corporate level users interested in reporting the overall health of the Omni portfolio. The goal was to view consistency of local channels such as Google, Bing, data aggregators, maps, OTA’s for several properties across geographies at once. Secondly, individual property level users can use this reporting platform to find inconsistency in URL, Name Phone Number and Address and correct the online profiles across different digital channels.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Omni hotels team and Milestone product management team to define the scope of the local listing audit, areas of efficiencies improvement and delivery mechanism.  These researches included interviews and process creation for using Milestone Presence Cloud (MPC) for local listings management.
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 report that rested inside the MPC platform which is now been accessed by properties. The key innovation has been three folds; 1) Omni has been able to automate reporting that has saved hundreds of hours of manual work 2) Omni has been able to swiftly identify the inconsistent local channels by property and regions and then quickly solve those issues of inaccuracy 3) This platform has allowed to improve the overall digital presence of Omni properties across google, Bing and other different digital channels.
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.
Goals Achieved: Have accurate hotel and restaurant information that is consistent across all channels. Enhancing the quality of data about the hotel and restaurant and including extensive details about services and amenities offered for distribution across the channels. Automatically correct the data at scale across hundreds of locations in the search ecosystem as the listings get corrupted because of user generated content.
Entry Title
Milestone and Omni Hotels Joint submission on Milestone Presence Cloud (MPC) Local Listings Management
Division
Digital Marketing
Sub-category
Digital Campaign
Category
Search Marketing Strategy
Classification
Entry Award:
Silver