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3 Ways to Drive Market Penetration with Data Analytics
Technology Category
- Analytics & Modeling - Big Data Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Data Science Services
The Challenge
Hyatt Corporation, a global hospitality company, was facing challenges in increasing its corporate sales, which contributes to over 60% of revenue for its full-service hotels. The business environment was dynamic with high competition, long sales cycles, and complex customer relationships. The company was looking for ways to target and expand its share of the business. The challenges included limited customer insights, no global ranking, manual data extracts, and long durations for data refresh and ad-hoc analysis.
About The Customer
Hyatt Corporation is a global hospitality company that owns, manages and franchises hotels, resorts, and vacation properties. The company operates in a highly competitive business environment with long sales cycles and complex customer relationships. Corporate sales contribute to over 60% of revenue for its full-service hotels, which number over 250. The company's internal customers include Sales, Marketing, Real-Estate, Finance, and Hotel Operations departments. The company was looking to increase its corporate sales and expand its share of the business.
The Solution
Hyatt Corporation implemented Alteryx, a self-service data analytics platform, to drive market penetration. The company used the platform to gain a 360-degree view of its customers, enabling a deeper breakdown of spending patterns and exploring relationships. This helped in optimizing the sales force. The company also used the platform to cross-sell and upsell within its existing customer base, upgrading from regional to global relationships, and increasing the share of the customer wallet. Furthermore, the company used Alteryx to increase penetration in similar verticals by strategically prospecting by industry verticals based on market potential.
Operational Impact
Quantitative Benefit
