Angelo Sasso is Senior Director, Enterprise Analytics and Customer Insights for The Leading Hotels of the World (LHW). He oversees the company’s customer research, financial, sales, and marketing analytics team, as well as the company’s voice of the customer measurement program. Angelo joined LHW in 2014 and introduced the marketing analytics and customer insights function to LHW while also launching their voice of the customer program. Throughout his career, Angelo’s overarching goal has been to grow the mandate of any analytics team to a consultative one from a reporting function by challenging organizations to turn insights in to action.

1. THE MARKETING CHALLENGE:
TURNING INSIGHTS IN TO ACTION
ANGELO SASSO
THE LEADING HOTELS OF THE WORLD
SPARK
TRACKMAVEN
MAY 18, 2017

2. WHO ARE WE?
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Established in 1928, LHW is a remarkably
uncommon collection of over 380
independent luxury hotels in 75 countries
around the world
Leading is a community of people where
those who cherish unordinary and
unexpected story-worthy travel moments
and those who craft them unite

3. WHO AM I?
Angelo Sasso
Sr. Director, Business Analytics and Customer Insights
The Leading Hotels of theWorld
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4. HOW?

5. 2015 THE LEADING HOTELS OF THE WORLD 5
Source: Forrester Research

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7. AGE OF CUSTOMER CREATES NEW
CHALLENGES
Too much data – What is the right data?
Not enough action – What are the insights?
Many possibilities – Which actions?
Maintain feedback loop – What worked?
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8. WHAT ARE YOUR CHALLENGES?
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9. 2015 THE LEADING HOTELS OF THE WORLD 9

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PROCESS CULTURE

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PROCESS
Create forums
Share insights
Activity planning process

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CULTURE
Storytelling is key
Make data safe, fun, and easy
Balance of art and science
Integrate analytics team

13. Three key components of our insights to action plan
2017 THE LEADING HOTELS OF THE WORLD 13
Marketing
Dashboard
Reviews
Marketing
Activity
Planning
Campaign
& Activity
Reviews

14. Three key components of our insights to action plan
2017 THE LEADING HOTELS OF THE WORLD 14
Marketing
Dashboard
Reviews
Marketing
Activity
Planning
Campaign
& Activity
Reviews

15. MARKETING DASHBOARD CREATION
• Interviewed stakeholders
• Created dynamic dashboard that
combines data from several sources
• Require business units to do “shallow
dives”
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Multi DimensionalViews
Data Source “Training Wheels”
Exploration Capabilities

16. NOT ABOUT THE TOOL, BUT ABOUT
THE PROCESS
• Meetings where business unit owners
review drivers of performance
• Cohesive narrative
• Challenge team to find the “so what”
• Allow hypothesis - what did / did not work
• Output – activity plans
2017 THE LEADING HOTELS OF THE WORLD 16

17. Three key components of our insights to action plan
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Marketing
Dashboard
Reviews
Marketing
Activity
Planning
Campaign
& Activity
Reviews

18. MARKETING ACTIVITY PLANNING
PROCESS
• Review actions before taking them
• Share best practices
• Infuse insights to planning process
• Ensure goal setting
• Understand sweat to equity
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Campaign
Ideation
& Brief
Campaign
Strategy Review &
Prioritization
Channel Strategy,
Planning &
Execution
1 2 3
Campaign
Insights Sharing
4
MAP PROCESS OVERVIEW

20. MAP TEAM STRUCTURE
Evangelizes
the process
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Executive
Sponsor
Process
Champion
Process
Owner
Review
Team
Activity
Owner
Drive cross
team
alignment
Owns
operational
process
A collective
of decision
makers
Drives the
activity from
to execution

21. CAMPAIGN EXECUTION MEETINGS
• Weekly with tactical teams
• Review activities to synchronize
efforts
• Learnings shared to increase
efficiency
• Review results and best practices
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22. Three key components of our insights to action plan
2017 THE LEADING HOTELS OF THE WORLD 22
Marketing
Dashboard
Reviews
Marketing
Activity
Planning
Campaign
& Activity
Reviews

23. CAMPAIGN & ACTIVITY REVIEWS
• Track at regular cadence
• Tracking across all touchpoints
• Deeper reviews quarterly
• Leverage insights sharing platform
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24. WHAT WE REVIEW
• Standardized set of KPIs across campaigns
• Activity owners trained on analytical tools
• Activity owner + analytics team to tease out
deeper insights
• Analytics team responsible for consolidating
learnings
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25. REVIEW STANDARD KPIS ACROSS ALL
CHANNELS
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26. MAKE SHARING OF INSIGHTS EASY
Reinforce use of an insights sharing tool by placing relevant analysis,
reports, and dashboards in the tool
2017 THE LEADING HOTELS OF THE WORLD 26

27. Three key components of our insights to action plan
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Marketing
Dashboard
Reviews
Marketing
Activity
Planning
Campaign
& Activity
Reviews

29.  Find an executive sponsor
 Enroll marketing leadership
 Ease teams in to commentary over time
 Assign a handful of “analytics champions”
 Keep the narrative tight and interesting
CULTURE CHANGE CHECKLIST

30. TANGIBLE RESULTS
Higher revenue
Greater efficiency
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31. 2015 THE LEADING HOTELS OF THE WORLD 31

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