Understanding your customer is at the heart of generating effective marketing offerings and campaigns that lead to increased sales. A leading South African hospitality group wanted to optimise their marketing activities by using the insights in their customer behaviour data, but to unlock this potential they needed to overcome several barriers.

The hospitality group had data pertaining to the stay, spending and booking behaviours of their customers, as well as loyalty and rewards programme data that was not being utilised to its full potential. The group needed to consolidate all this data into a single view in order to create a holistic picture of their customers’ behaviour.

The client had the vision of using this single view to identify opportunities for optimising their marketing activities, refining their service offerings and increasing online bookings. By using these data-led insights, the hospitality group planned to identify market segments which held opportunities for expansion, refine their market offerings, optimise their marketing spend and increase financial return and the effectiveness of their marketing campaigns.

BSG supported the client to get their data into a format that business can use. The most significant difference made by BSG was empowering the main business users with customer intelligence obtained from their own data and information. The engagement yielded deep understanding of their customers’ behaviour which provided the ability to run effective marketing campaigns to the identified customer segments.

The collaborative approach by BSG not only led to valuable and actionable insights, but also extensive knowledge transfer through working closely with the client stakeholders, coaching and collaborating. BSG empowered the hospitality group to continue generating new customer insights after the conclusion of the engagement. The reproducible data analytics models were designed in the hotel group’s technology of choice, making them editable and open to future enhancements.