Optimizing the Digital Experience to Treat Customers Like Humans

Tealium’s Digital Velocity San Francisco delighted attendees with main-stage sessions from top brands, inspired thought provoking discussions on all things digital marketing in a plethora of roundtables and had epic parties to celebrate the day’s success.

This DVSF blog post series will highlight top takeaways and distinctions for each of the main sessions that were designed to inspire, transform and help attendees activate all that they had learned.

Hyatt Hotels strives ‘to care for people so they can be their best.’ Using this mission to fuel their business decisions and experience strategy, Hyatt realized that fragmented data, a poor analytics implementation, and unreliable data sources were eroding the customer experience and leaving some visitors feeling just like another number.

Jason Tribbett, Associate Manager of Digital Analytics at Hyatt Hotels, shared how they leveraged Tealium to harness customer data and optimize their experience strategy to provide a remarkable and lasting human experience for their digital visitors .

Hyatt went through a digital optimization process to ensure they were delivering on their customers expectations and making them feel like more than just another unknown individual when interacting with the brand. Examples of their digital optimization efforts included:

• Optimizing the homepage to provide hero banner language specific based on the type of customer coming to the website and/or demographical specificity (ie: loyalty messaging for high valued customers, geo-specific information based on a customer’s location and more)
• Launching an email re-targeting campaign for guests who didn’t complete the checkout process of reserving a room on the website
• Targeting based on preferred device type, but also reminding themselves of the importance of thinking of visitors as people, and not just the devices they are interacting on. This was an extremely critical principle for Hyatt, and all brands, to be reminded of as marketers can become very focused on device-specific marketing, and forget that there is a person behind the device. And that person is a customer.

“It’s important for marketers to remember that devices aren’t people – they are just the avenue in which we are to reach the people” – Jason Tribbett, Associate Manager, Digital Analytics, Hyatt Hotels

When the right martech tools are combined within a marketers stack visitor profile data can be combined in creating one, single view of a person – which leads to delivering more of the experiences a customer requires, deserves and expects.

Stay tuned for the next post in our DVSF blog series where we highlight the top takeaways and distinctions from each of the sessions that were crafted to inspire, transform and help attendees activate all that they had learned.

Want to see even more about Digital Velocity San Francisco? Stay tuned for session recap recordings going live in our Video Hub here.