Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

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. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

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. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

Situational Analysis: Please provide a brief background on the original initiative and how it evolved as conditions changed from pandemic to recovery.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?

Results: Which of your goals did you achieve and how? How did you measure the effectiveness of the initiative?

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?Holiday Inn Club Vacations (HICV) is a leader in affordable travel accommodations nationwide in the United States. Their properties are specifically known for create lasting memories for family vacationers with a variety of experiences of their choice in over 25+ destinations. During the pandemic in 2020, many travel and hospitalities brands went dark with their marketing efforts, however HICV did not. Instead they opted to work towards making their efforts more effective both on the marketing side and, most importantly, on the analytical and reporting side. Both Net Conversion and HICV believe that by prioritizing the analytical side of marketing, we’d be able to make better strategic decisions and optimization to reach HICV’s business goal. Throughout the pandemic for HICV Packages, the goal was to drive qualified Package sales with the hopes that they’ll convert into timeshare owners. The problem the team was facing prior to this was that through our digital media channels, the most down-funnel we’re able to get with our conversions was driving a lead as the Package sales happen offline through their sales team. Given that we are an analytics first company - we saw an opportunity to develop a process that would feed offline data to an online platform for insights and optimizations.

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.To be able to optimize toward the conversions that matter most to HICV, we imported offline conversions from HICV CRM (Salesforce) into Facebook by using our internal API to Conversionomics as the bridge to store and cleanup the data. Conversionomics is Net Conversion’s proprietary, data extraction and transformation platform, allowing us to connect to any data source, process complex data sets and export for near real-time reporting. The platform’s first-in-class processing capabilities enable Net Conversion to make quick data-driven media decisions and prioritize analysis and action over data pulling - processes +5 TB of data per day, with 5,800+ individual data sources, performing 1,500+ transformations, powering 660+ dashboards. By using this tool, Net Conversion has closed the online to offline gap in marketing analytics. With Conversionomics’ internal API ability, we are able to create efficient, clean data sets in a matter of minutes to then be uploaded into digital social media ad platforms. However, since this data does not come through their website, but rather they use a CRM program (salesforce) to accumulate their data, it is almost impossible to attribute digital media efforts to sales or conversions. Which is where the true challenge lies and how Conversionomics solves the technological issue of making the data available to import into Facebook.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?For this particular case, Net Conversion imported offline conversions from HICV CRM (Salesforce) into Facebook as an event to track downstream conversions driven by our paid media efforts. This allowed us to have a deeper understanding of our top conversion drivers. With this data, we were then able to make efficient optimizations to increase the effectiveness of our strategy and campaign optimizations including: budget reflows, lookalike audiences in Facebook using their algorithm based on qualified actions, and use offline conversions as a KPI to optimize our campaigns towards. With Facebook and Conversionomics working hand in hand, we were able to ingest consumer leads data, manipulate the data, push offline import into Facebook and derive efficient optimizations and audience specific strategies for our client. With the additional information, we are able to derive insights and create custom audiences specific to consumer actions and demand as well as ensure that our digital strategy was reaching qualified audiences.

Results & Evaluation: How did the technologiy move the department or business foward to achieve goals, revenue or otherwise?Upon implementation, we saw an immediate increase in conversion rate. Once we implemented the Conversionomics x FB offline conversion import saw a +47% increase in lead to package Conversion Rate. From here we are hopeful to include creative targeting testing based on products and consumer journeys for increase our strategy personalization.

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization's message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?

Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?

Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?

Entry TitleLEVERAGE TECHNOLOGY TO PROGRAMMATICALLY OPTIMIZE MEDIA TOWARDS ONLINE AND OFFLINE SALES

DivisionTechnology Innovation - Technology Innovation

CategoryTechnology Innovation