We recently released theÂ Kenshoo Guide toÂ Big Data,Â and in this Guide, Dan Morgan, Head of Search Engine Marketing at Accor, contributed a Marketer Perspective on the power of Big Data within the brand’s marketing programs. Weâ€™re excited to share an excerpt of Danâ€™s perspective on our blog to keep you â€śIn the Loopâ€ť. If you enjoy this piece, be sure to download a copy of the full guide and the corresponding supplemental materials. Remember, you can view all the topics featured in the Kenshoo Guide Series by visitingÂ Kenshoo.com/Guide-Series.
Big Data is a critical topic for our business. The Accor family is madeÂ up of more than a dozen brands that operate over 3,500 hotels in 92Â countries — this translates in to a complex digital environment filledÂ with a tremendous amount of data. Thinking about the differentÂ interactions a consumer has when booking a hotel room throughÂ a cross-channel conversion path, we must ensure we are properlyÂ tracking, optimizing, and attributing credit in a holistic manner.
Like many marketers, when we began to explore the idea ofÂ attribution, we turned to the industry standard of last click. As timeÂ went on, we began to realize that we were missing out on the journeyÂ leading up to the conversion and the cross-channel influences.
Now, Kenshooâ€™s dynamic attribution solution, SmartPath, gives ourÂ team a high level of accuracy in the way it measures the impact of Big Data across our programs. Weâ€™ve gained new and interestingÂ insights, noting the fact that people whoâ€™ve viewed our ads are alsoÂ more likely to go on and book hotel rooms when they subsequentlyÂ see Accor in emails, maps, or on affiliate sites, for example.
By analyzing the contributions of different digital marketingÂ channels, particularly search and social, on hotel bookings, we areÂ able to more precisely optimize our advertising spend and improveÂ campaign performance. In fact, weâ€™ve seen through Kenshooâ€™sÂ technology weâ€™ve been able to drive increases of 149% in revenuesÂ year-on-year.
Weâ€™ve been on the Kenshoo platform since 2011, and during that time,Â weâ€™ve seen the industry evolve and the topic of Big Data come to theÂ forefront. Kenshoo helps us to stay innovative, breaking through theÂ question of attribution and delivering strong, automated data-drivenÂ analysis and actions across both search and social channels.