ADARA and Cendyn/ONE Fuse Data Strategies to Deliver a 34% Increase in Hotel Booking Conversions
November 18, 2014 7:23am
Combined First-Party CRM and Consumer Intent Data Demonstrate Value of Data-Driven Marketing
MOUNTAIN VIEW, Calif. and BOCA RATON, Fla., November 18, 2014 - ADARA, the leader in leveraging global travel data to drive future business performance, and Cendyn/ONE, the leading cloud-based CRM provider for the hospitality industry, today announced the results of a recent data-driven digital marketing campaign that secured a 34 percent increase in hotel bookings for a major five-star resort. The campaign helped demonstrate the value of combining Cendyn/ONE's first-party CRM data with first-party purchasing intent data from ADARA's Magellan travel intelligence platform, ultimately securing a dramatic increase in campaign performance.
As part of the campaign, both companies analyzed, segmented and combined their extensive data sets to create the ideal target audience for driving hospitality conversion. Cendyn/ONE analyzed its CRM data, including demographic, behavioral, and geographic and lifestyle preferences, while ADARA evaluated the loyalty, booking and search data available through its ADARA Magellan travel intelligence platform to determine the most appropriate profiles. Working with their luxury resort client, the companies designed an A/B test campaign that compared premium content targeting (Campaign A) with data-driven audience targeting (Campaign B).
In addition to the higher conversion rate, the data-driven campaign approach pursued by ADARA and Cendyn/ONE generated 121 percent more revenue, resulting in a 31 percent higher return on the client's ad spend.
"When we fused first-party CRM Data with consumer purchasing intent data, the results were impressive," said Tim Sullivan, president, Cendyn/ONE. "The data-driven campaign exceeded our expectations, and we look forward to replicating this approach for future campaigns in the hospitality sector."
For accurate results, the companies ensured that variables across campaigns were balanced and uniform. Cendyn/ONE and ADARA included centralized tagging and revenue tracking, consistent display impression delivery, and identical creative, messaging and campaign timeframes.
"Our results underscore the advantage of being able to provide purchasing intent information derived from loyalty, booking and search data," said Layton Han, CEO, ADARA. "Our ADARA Magellan travel intelligence platform helps marketers make advertising decisions to reach buying audiences. Combined with CRM data from Cendyn/ONE, we're further accelerating conversions for clients by harnessing the power of first party data and predictive analytics."
For further information about the campaign, including the complete case study, please contact ADARA (firstname.lastname@example.org) or Cendyn/ONE (email@example.com).
global travel data
A part of the Cendyn portfolio, Cendyn/ONE™ provides hotels and resorts with a fully integrated cloud-based software and services platform that turns data to insight to action, to drive an immediate and measurable impact, a process we define as Data Intelligence. Cendyn/ONE's cloud-based platform delivers an integrated view of guest history, value, behavior, desire, intent and engagement, which is leveraged to drive higher marketing ROI while increasing overall guest satisfaction and loyalty. Our team of experts in data integration, analysis and optimization seamlessly combine first and third party data sources to deliver dynamically generated, one-to-one marketing and advertising across all digital channels: Email, Web, Display, Mobile, Video, Social and Search. For more information, visit Cendyn/ONE or call 855.795.4832.
Contact: Dee Surico, Marketing Manager
ADARA leverages global travel data to drive future business performance. ADARA's Magellan platform transforms loyalty, search and booking data into actionable knowledge that allows companies to better understand, reach and engage customers. The platform is fueled by first party data from more than 80 global travel brands, including United, Delta, Hyatt, Marriott and Hertz. Founded in 2009, the company has 15 offices across the U.S., Europe and Asia, including its headquarters in Mountain View, Calif. For more information, visit ADARA.com or follow us on Twitter @adaraglobal.
Contact: Valerie Beesley,
Horn Group for ADARA
Hospitality Software Leader Cendyn Hires Three Key Executives in Response to Rapid Global Expansion
ADARA Launches Site Impact, an Analytics Solution Enabling Destination Marketers to Measure Website Influence on Travel Purchase Behavior
ADARA Builds a New Analytics Foundation Helping DMOs Measure Impact on Their Marketing Spends
Cendyn Launches the Cendyn Hospitality Marketing Cloud at HITEC 2016
American Millennials Disrupting Traditional Travel Models
Big Data Look into Mena Travel Uncovers New Insight
ADARA Launches Traveler Value Score
ADARA Reveals New Insight into Elite Travelers
ADARA's Impact Helps DMOs Measure the Most Effective Return on Their Marketing Spends
HSMAI to Honor Cendyn/ONE and Hotel del Coronado with the Gold Award in 59th Annual Adrian Awards Competition
ADARA Welcomes Leland Pillsbury to its Board of Directors
Cendyn/ONE’s® Advanced CRM Data Intelligence™ Solution to be used by Loews Hotels & Resorts
Cendyn/ONE's CRM, Loyalty, and Data-Driven Marketing Platform Powers AMResorts' Guest Communications
Fifty Percent of Holiday Travelers Wait for Last Minute Deals Before Booking
Cendyn CEO Charles Deyo Named US Gamechanger™ of the Year in ACQ Global Awards 2015
Cendyn/ONE Announces eConcierge 2.0 - Mobile Guest Service Application built with Data Intelligence™
Cendyn/ONE™ Named as One of the '20 Most Promising Travel & Hospitality Solution Providers' for 2015
ADARA Introduces New Predictive Analytics Products
Cendyn/ONE™ CRM Earns Trend Setter & Best Overall Value Awards in Info-Tech's CRM Suites Study
Cendyn/ONE™ Earns Six Awards in HSMAI's Annual Adrian Awards Competition
Please login or register to post a comment.