To create an experience for those on a journey, Marriott goes beyond the conventional hotel. TENSHI created a digital campaign system using data derived from behavioral segmentation to deliver Marriott’s message of a unique experience to customers in their moments of need.

A New Way to Connect

To develop digital campaigns that deliver the highest possible lifetime value, we started with a question: if all digital customers behave differently, why approach them in the same way? To target customers individually, we needed to understand their needs. To truly understand users, we needed to understand their behavior. Behavioral segmentation was, therefore, the focus of all analytics and metrics. To gain these insights, our multi-faceted digital campaign and systems utilized a combination of SEM, PPC and digital video spot campaigns, along with human and algorithmic analyses to identify and segment large market data pools.
An integral piece of the campaigns, the Travel Brilliantly digital spots were strategically produced based on behavioral segmentation dimensions.

It All Revolves Around You

To help Marriott grow a loyal customer base, to deliver the most impactful messages to individual travelers and to engage them with an experience focused on their needs, audiences were segmented along multi-level granular dimensions, including by occasions, usage rates, customer user status, perceived value and benefits, brand loyalty scoring and conversion readiness, comprised of stages of awareness, brand knowledge, preference and final conversion. These key and crucial data insights were used to both, further optimize digital campaigns with a better understanding of commercial and search intent in PPC, and to make a unique connection with Marriott’s members.

It All Revolves Around You

To help Marriott grow a loyal customer base, to deliver the most impactful messages to individual travelers and to engage them with an experience focused on their needs, audiences were segmented along multi-level granular dimensions, including by occasions, usage rates, customer user status, perceived value and benefits, brand loyalty scoring and conversion readiness, comprised of stages of awareness, brand knowledge, preference and final conversion. These key and crucial data insights were used to both, further optimize digital campaigns with a better understanding of commercial and search intent in PPC, and to make a unique connection with Marriott’s members.
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TENSHI’S DIGITAL MARKETING WING

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