Whether someone is a rewards member or has previously downloaded the Marriott app and even details about previous stays and hotel preferences should all dictate the sequence of marketing, he said. And that’s only possible when Marriott can hold a single view of identity across media.
Marriott’s Flywheel has so far been applied to Facebook, but the brand wants to enable personalization and tracking beyond the social platform. That effort has also reshaped Marriott’s tech and media vendor roster, since other digital environments are less equipped to track individuals.
Kauffman’s group is responsible for relationships with bid management platforms, a DMP, CRM, dynamic creative vendor and agency accounts for media-buying, creative, social, SEO and experiential work.
“We’ve consolidated our technology partners to reduce some of the complexity,” he said. But de-siloing internal teams doesn’t erase the fact that the internet is siloed, and Marriott needs a long bucket brigade of partners to hold customer identity intact when campaigns move on from Facebook’s data pool.
“The parts of our media mix getting the most attention and investment right now are those that can enable that degree of addressability and personalization,” Kauffman said.
Paid social media and Marriott’s affiliate program are two of its fastest-growing marketing channels, he said, and the company is also ramping up programmatic spend coupled with dynamic creative when it can incorporate personalization from its Flywheel graph.
“The core of the organization is to take the performance mentality we have with digital and apply it across channels,” Kauffman said.
Even when someone has exited the marketing funnel and is a hotel guest, Flywheel helps merge the hospitality experience with a performance mentality, he said. Marriott can incrementally increase the value of a room stay by, say, targeting drink offers at the hotel bar based on someone’s preferences from previous trips.