Omni Hotels & Resorts Increases Guest Visitation with PRIZM® Premier & Multichannel Activation
Challenge
Omni Hotels & Resorts based in Dallas, TX, owns and operates more than 50 upscale hotels & resorts in leading business gateways and leisure destinations across North America. In an effort to drive new guests to book stays at Omni properties, they sought to gain a deeper understanding of their ideal guest profile to identify their key audience segments and inform marketing strategies.
Solution
Omni engaged Claritas to perform an analysis of their customer information using Claritas PRIZM® Premier. The results indicated that their top 20 PRIZM Premier segments represent 29% of the households in the U.S. but accounted for over 66% of Omni guests. Many of the top socio-economic PRIZM Premier segments were also amongst the top segments for being Omni guests. Claritas then executed a multichannel marketing campaign using email, social media & programmatic display channels, promoting Omni hotels & resorts to a look-alike audience created from the Claritas Identity Graph.
The Claritas Effect
During the 90-day pilot campaign, Claritas worked with the Omni marketing team to determine which creatives were getting the best engagement, allocating media spend toward the ads that were performing best and removing or replacing any under-performing ads. Post-campaign measurement & analytics identified which segments performed best, which ones could be dropped from the audience and several segments that could be considered for the next campaign.
>300X Influenced Return on Ad Spend (RoAS)
<$10Average Cost per New Guest Acquisition (CPA)
Acquisition of Thousands of New Omni Guests
IDO in Action: The Closed Loop Marketing Cycle
The closed loop marketing cycle usually starts with Identifying your best customers and creating a profile using segmentation, demographics or other relevant indicators. Create an audience of people in your market(s) who look like your best customers, ensuring that current customers are excluded from the audience.
Claritas can Deliver this audience to virtually any advertising platform for digital campaign execution and/or run the campaign for you. Claritas is an email service provider, delivering millions of emails per day on behalf of our clients. Our digital ad operations team are experts at managing advertising campaigns in the social and programmatic display channels.
While your campaign is running, Claritas can monitor performance – by channel, audience segment, creative and other dimensions to Optimize the performance of your campaign, both in-flight and between flights. For more advanced optimization, ask us about our new AI Personalization.