Marriott’s data-driven approach to measure marketing ROI and efficiencies
Most travel and hospitality brands have always had the challenge of continually working to be more data-driven; the pandemic didn’t change that. What it did change, however, is tighter requirements around marketing efficiencies and more improved ROIs.
In this episode of Vertical Reality: Travel, we hear from Devin Sung, vice president of marketing platforms, audience distribution and privacy at Marriott International. Devin has deep experience in strategizing and executing on personalized marketing activities across Marriott’s full portfolio.
Devin joins Epsilon’s Jason Simon and Rob Cosentino to discuss how the pandemic has increased the need for clear, measurable ROI, which requires more data-driven insights across the board. They also cover the decline in business travel and how that’s impacted marketing strategy, as well as how personalization is evolving across on-site experiences.