1. Marriott Rewards:
Decentralized Marketing
+
Email Insider Summit: December 14,
2013

2. Marriott Rewards has a tradition of turning each member
Loyalty through the to assist making travel easier and
Email Channel
+
touch-point as an opportunity
upgrade their lifestyle
Email has become the highest frequency channel, so pulling this
maxim through our email campaigns is crucial to deliver on that
promise
As the loyalty program of Marriott International, we routinely
create award winning campaigns that make members feel
important and empowered
However, we are but one source of content for members
We operate in a decentralized marketing environment… and
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2

3. • Marriott International manages
The Situation
+
operations 3,800 properties at 74
countries around the globe
• Each property has its own Marketing
Manager to direct activities on the
ground
• This makes property marketing more
relevant to the consumer but harder to
maintaining brand consistency and
governance
• Many Marketing Managers took it upon
themselves to collect their own data
and use a web based ESP to deploy their
3
3

4. Buy In from Multiple Stakeholders
The “solution” had to be able to drive the results the field marketing teams
•
+ The Challenge
needed
•
The platform had to be easy to use for even the most casual, technology
impaired user
Building a Solution that Works
•
We had to implement data processes that complied CAN-SPAM and other
federal regulations
•
It was imperative that we leverage the data we had on our members and
guests
•
We purposely designed a system that was low maintenance and easy to
support
4
4

5. We partnered with our Email Service
The Solution
+
Provider,
to build an integrated Field Marketing
Tool
we call METT
5
5

6. How
do we
target
?
METT:
Marriott Email Template
Tool
+
1. Template based system to
make it easy to use and
dictate brand consistency
2. Tied to our Marketing
Systems to ensure opt-outs
and suppressions are being
used
3. Flexible campaign types to
support varied actives
4. Integrated into our
Customer Data sets
What's
the
frequenc
y?
6

7. METT Frequency
We choose two METT weeks every month, one for Domestic and one for
International properties
•
This allows us to mix global marketing activities that are conceived and
directed by HQ and offers/initiatives that serve the needs of the individual
properties
•
This mix ensures the member is receiving content that is globally relevant
for mass audiences, but also niche content that members wouldn’t
METT Optimization
previously have had access to
All campaigns are reviewed and their content would be tagged to run through a
optimization algorithm
•
That created our Propensity Model, based on:
•
Propensity to Property
•
Propensity to Market
•
Propensity to Brand
•
Propensity to Location Type
Right
Message
Right
Member
7

8. Outcome since we launched, we
After 5 years
deploy 100 unique METT campaigns every
month reaching 5 million members and
guests
The campaigns that each member receives
is now a more diversified mix of messages
and are put through the optimization
model, which increases their relevancy
This tool has also helped to balance the
needs of multiple business owners within
the enterprise
In 2013, we are on pace to generate over
$30 Million in revenue