Learn how Hyatt Hotels has elevated its digital analytics strategy using recommendations from Web Analytics Demystified, and technology from Tealium. See how Hyatt Hotels was able to grab low-hanging fruit and drive superior results.

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HOW TO RE-ENERGIZE YOUR DIGITAL
ANALYTICS PROGRAM
Presented By: Hyatt Hotels Corporation and Web Analytics Demystified

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WHO WE ARE:
 Hyatt Hotels Corporation:
– Pallas Jia, Analyst, Digital Analytics
– Jason Tribbett, Analyst, Digital Analytics
 Web Analytics Demystified
– Adam Greco, Senior Partner

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PALLAS JIA
Hyatt Hotels Corporation – Analyst, Digital Analytics

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ABOUT HYATT
 Global hospitality company, headquartered in Chicago
 Founded in 1957, LA airport
 10 brands, full/select service, all inclusive; 600+ properties
 Americas, Asia, Europe and Middle East, Southwest Asia

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DIGITAL ANALYTICS AT HYATT
Analytics
Operations
E-Commerce
Loyalty
Social
Brand
Digital
Media

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EVOLUTION OF DIGITAL ANALYTICS
 Begin: 2000
 Define: 2010
 Redefine: 2013
 Takeoff: 2014

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BEGIN
 Started Omniture (Adobe)
 No internal administrator
 No digital analytics dept.
 No management, no maintenance

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DEFINE
 Digital analytics team
 600k+ pages on Hyatt.com
 No centralized tag management
 Outsourced development
 No communication between analytics and
development

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REDEFINE
 Support strategy
 Connect IT and analytics
 Search for help
 Technology / business audit
 Global training
– Corporate and agency
– Hotels

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TAKEOFF
 Tealium iQ (May 2014)
 Tealium AudienceStream
(Nov. 2014)

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ADAM GRECO
Web Analytics Demystified – Senior Partner

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AUDIT & RE-IMPLEMENTATION

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WEB ANALYTICS DEMYSTIFIED
• Web Analytics Demystified specializes in
helping organizations get the most value from
their analytics programs
• We have been associated with over 1,000
analytics implementations
• We have written several books related to web
analytics and web analytics technologies

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RE-ENERGIZING ANALYTICS
• Demystified has seen that over time many
organizations devolve in analytics due to:
- Incorrect Business Requirements
- Lack of Executive Support
- Incorrect Mindset Towards Analytics
- Poor or Inexperienced Resources
- Employee Turnover
- Poor Data Quality
- Lack of Product Knowledge

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RE-IMPLEMENTATION
The Process
• Web Analytics Demystified
audited the existing Hyatt
implementation and identified
issues and missing items
• In addition, faulty
implementation items were
documented

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RE-IMPLEMENTATION
The Process
• Web Analytics Demystified worked with stakeholders in
order to re-define analytics business requirements

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NEW REQUIREMENTS
Destination Pathing

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NEW REQUIREMENTS
Days Prior to Booking

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NEW REQUIREMENTS
Searching vs. Booking Dates

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NEW REQUIREMENTS
Original Hotel vs. Booked Hotel

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NEW REQUIREMENTS
Opportunity Cost Revenue

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NEW REQUIREMENTS
Out of Stock Rooms

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NEW REQUIREMENTS
Hotel Impressions & Clicks

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NEW REQUIREMENTS
Cancelled Revenue

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NEW REQUIREMENTS
Onsite Promotions

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MAXIMIZE PLATFORM USE
• All of these could be used
to get more value from the
investment in Adobe
Analytics without paying
any more $$$
• These recommendations and more were provided in a
comprehensive deliverable and used to re-energize
executives and management

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TAG MANAGEMENT
The Problem
• We had so many new things to implement, but feared
that it would take forever to get it done
• Time from IT was precious and hard to attain
• We advised Hyatt to invest in a tag management
platform to ease the strain on IT and expedite the
time to value of our recommendations

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JASON TRIBBETT
Hyatt Hotels Corporation – Analyst, Digital Analytics

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WHERE WE WERE
Recap
 Scarce IT resources
 Many analytics
 Enhancement recommendations
 Slow implementation timeframe
 High development costs

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THE SOLUTION
Tealium! May 2014 - Today
 Implemented Tealium in May 2014
 Moved all previously hardcoded tags into Tealium
 Added many new variables to SiteCatalyst
 Fixed tracking errors on
many web pages.

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WHY TEALIUM
 Outstanding customer support
 Best user experience
 Worked best with our tag vendors
 Faster and more efficient load times

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EASY WINS
Searches
 Search availability
 Search order

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EASY WINS
Dates Searched/Booked
 Booking window
reports

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EASY WINS
Click Tracking
 Promotion tracking
and onsite click tracking

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SITECATALYST CLEANUP
Reporting Cleanup
 Cleaned up page names on many pages
 Optimized our global report suite
 Optimized variables for mini-sites
 Implemented channel tracking in stages

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REMARKETING TAGS
 Added many different remarketing tags

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BENEFITS TO HYATT
 Fast results and answers to questions
 Fast campaign tracking
 Simple implementation for new sites with custom
tracking needs
 Tag consistency
 Debugging gets much easier

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TEALIUM AUDIENCESTREAM
Where We’re Headed
 Set up target audience profile
 Join and leave audience (hands free!)
 Connect to e-mail vendor API
 Easily target A/B tests
 Easy tweak/maintenance
 Easy monitoring and reporting