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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 ( or Cendyn/ONE (

About Cendyn/ONE

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 / 561.419.2147


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 or follow us on Twitter @adaraglobal.

Contact: Valerie Beesley, Horn Group for ADARA / 646-202-9767

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