Meliã Hotels Internationalon Rocket Fuel

March 2014

Too much focus here…

Not enough here

PROBLEM: CONTEXT ALSO MATTERS

WHERE WE WERE

THE CHALLENGEGOALS

MAKE PROSPECTING WORK HARDER

WHERE WE WANTED TO BE

Move away from this… And be more like this.

HOW DID WE ACHIEVE THIS?REDUCE SPRAY & PRAY APPROACH AND MOVE TOWARD A MORE TACTICAL PLAN TO DRIVE GROWTH IN THE NEAR, MEDIUM & LONG TERM

WHAT WAS DONE TO ACHIEVE GOALS?STRATEGICALLY SET UP TRACKING PIXELS AND POST-IMPRESSION WINDOW TO GET CONVERTING CUSTOMERS & FEED THE FUNNEL

SCALE

PARTNERING WITH ROCKET FUEL

WHY ROCKET FUEL?

STRATEGY RESULTS

£CPO

ROCKET FUEL ACHIEVED CPO 36.2% BETTER THAN GOAL

WHAT DO WE DO NEXT?

NOT JUST FEEDING THE MACHINE BUT ALSO FUELLING THE ‘ART’ THAT APPLIES TO OUR CREATIVE

USE INSIGHTS TO FEED BACK INTO THE PLANNING CYCLE

THANK YOU!Panel Q&A