As hotel marketers imagine new approaches using new forms of data, special consideration must be given to the process of execution. Efforts should not just be at the data-scientist level as business leaders will not adopt data-driven marketing strategies if they do not understand what is happening.
The need for added marketing technology investment borne out of the extra pressure on campaign management as a result of more focused targeting. “If, instead of targeting a mass audience with one approach, we need to target 10 segments across different channels with multiple, unique approaches – this creates challenges for campaign management processes,” Suneel Grover, senior solutions architect for digital intelligence at SAS, said. The complexity to accurately target and execute has driven greater adoption of marketing automation technology. “It is the joining of human subject matter expertise and software technology to utilize data, analytics, and business rules in addressing this new, hyper-targeted, integrated marketing world,’ he explained.
And it doesn’t stop at marketing automation, which traditionally includes replacing the myriad of high-touch repetitive campaign execution tasks with software. Suneel elaborated that marketing operations technology can further supports this cultural marketing shift. “Marketing operations technology enables an interactive user environment to handle creative processes, digital assets, leadership approvals, third party partner efforts, time lines, and much more,” he explained. As marketers imagine new and adventurous approaches using new forms of data and analytics, special consideration must be given to the process of execution. “Failure to execute will limit data-driven marketing’s potential, and this is why strong recommendations have been surfacing around campaign management automation and operations technology,” Suneel said. The alternative is that the propensity for human error will increase, reaching unstable levels and result in negative customer experiences.
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