BUSINESS INFORMATION ANALYTICS BUSINESS INFORMATION ANALYTICS BUSINESS INFORMATION ANALYTICS BUSINESS INFORMATION ANALYTICS BUSINESS INFORMATION ANALYTICS BUSINESS INFORMATION ANALYTICS | NEXT

CRM ANALYTICS

Resonant Analytics helps add revenue for Iberostar.

Iberostar Hotels & Resorts had a lot of transactional customer and prospect information as well as external relationship data on their Americas database. But this data didn't tell the whole story. What Iberostar didn't have was a way to tie all of this valuable information together to get a full view of what their customers and likely customers were actually doing. Resonant Analytics was brought in to perform a detailed audit of all their data.

After the audit was completed, Resonant Analytics recommended developing a Single Customer View (SCV) marketing database that would consolidate all this data and give a full view of all customer interactions. The SCV database was up and running in 3 months, and helped Iberostar improve strategy and efficiency that allowed them to create targeted CRM email campaigns. Programs executed from the Americas CRM database began in 2012 and these efforts have generated a dramatic leap in results:

Total CRM campaigns generated $1.5 million in revenue, and control sample measurement showed that 42% of total revenue was incremental to the business.

"Resonant Analytics helped develop a marketing database that allows us to identify customers, track response to our programs, increase bookings, and beat our revenue by 20%."

Virginia Caballero | Iberostar