RCI视品牌资产战略为重中之重
本文作者： SAS编辑总监 Kelly LeVoyer
全球最大的度假交换企业RCI（Resort Condominiums International，温德姆酒店集团品牌之一）对创新并不陌生。该公司早在1974年便开创了度假交换（Vacation Exchange）的概念，改变了数百万分时度假业主体验世界的方式。RCI全球营销高级副总裁Phil Brojan非常重视现代化转型，并将其视为在高度竞争市场中提升品牌知名度的主要策略。
为会员型群体服务，和利用开放客源的市场模式有区别。Brojan认为：“我们与会员的互动需要大量场景基础才有意义。因此，充分了解会员并使我们的产品和服务与他们密切相关，就变得更为重要了。”
Phil Brojan, Senior Vice President, Global Marketing at RCI
Phil Brojan，RCI全球营销高级副总裁
分析有助于提升品牌资产
大约在八年前， RCI的营销团队便开始实施分析型营销转型。“我仍记得那场开启转型的会议，”Brojan说到，“我清楚地记得每个人的坐位。很多人参与了此次会议，甚至有些人不得不坐在会议室边缘的工作台上，我们知道一切将会大有改观。”
“在那一刻，我们所有人都做出了承诺——要成为一个更数据驱动的公司。原因很简单：虽然我们是一个会员制公司，但我们并不十分了解我们的会员。我们希望拥有可靠的数据，以便更好地了解客户，做出最佳决策。我们知道改变势在必行。幸运的是，管理层非常信任并授权于我们，使我们得到了很多鼓励和支持。”
此次转型使得公司能够对客户数据进行细分和建模，并迅速采取行动。“我们可以像网络一样实现沟通交流方式和销售渠道的个性化，使它们更契合、更及时。”公司内的数据科学家和数据分析师一起合作开发高级分析技术，例如优化和建模。“我们能看到营销活动直接带来更多的收入，也能更好地观察到哪些活动是有效的，哪些是无效的。”
此次分析转型加强了营销在RCI品牌建设中的作用。“我们从数据中获取洞察，有助于推动整体的商业策略。我们提供关键指标来发现销售机会。过去的五年中，我们帮助公司确定发展方向，并促进其它领域的发展，这对RCI的营销而言意义重大。”
从艺术到科学
为了持续推行分析型营销的方法，Brojan认为营销人员要更像科学家，而非艺术家——这改变了企业以往雇佣营销人员的考量。“我们现在需要拥有科学分析技能的人才，还要挑选出需要创意人员的地方。”他指出发掘且评估这些人才是有难度的。因此RCI改进了面试流程，其中一项便是更青睐于小组面试。在小组面试环节，RCI会向候选人呈现复杂的商业场景，并要求他们解释应对处理的方法及原因。
客户体验最为重要
谈到分析型营销企业的下一步工作时，Brojan表示公司的发展重点是变得更具预测力，能够比消费者自己更早地预测出他们的需求——建议并预测需求，而非回应需求。“我们需要继续推进客户体验的个性化，”他说，“一直以来，大家都很关注客户体验，然而我们能做的还有很多。个性化是一项永续的工作。”
阅读更多
- 数字化转型：看美国联信银行如何“从握手之交到亲如一家”: 联信银行是一家典型的安守传统的银行，有良好的收益并在当地商业银行市场维系着稳固的客户关系。虽然得益于银行的传统资源，联信比大多数银行更好地度过了这场金融风暴，但这份“传统”也带来了文化上的挑战。
现在下单!
《分析型营销者——如何帮助你的营销组织转型》(The Analytical Marketer: How to Transform Your Marketing Organization) 的作者Adele Sweetwood是SAS全球市场营销高级副总裁，这本书是基于她的第一手实践经验创作。在面临分析挑战和鼓舞下，SAS营销团队重新审视自己，并充分利用现代市场中的新兴工具，协助自身完成变革。书中涵括SAS营销经理所讲述的亲身经历，还有作者在带领营销团队变革过程中经历的经验教训以及精心挑选出的领先企业案例。这本书在实战角度和最佳实践方面具有指导意义，它不仅是一本实用指南，同时创造了一种由数据和分析驱动的新型营销文化。
Change management advice for the analytical marketing leader
- Set expectations properly. When doing something that’s transformative, it’s not going to be perfect. You’re looking for progress, not perfection. Make progress in your marketing data infrastructure and that will translate to results. Things are going to go haywire, you have to prepare for that.
- Get the right people in the right positions. Hire in as much relevant experience as you can and integrate them with the folks that understand the business really well.
- Evaluate technology vendors. And – even more importantly – the people within those vendors very carefully, and make sure they’re right for you. They MUST understand your business.
- Measure change. Think through how you’re going to measure impact of the internal change up front and prepare for that measurement to take place so you’re able to report what you’ve accomplished.
- Prepare for pushback. There is significant operational change that comes with a progressive marketing data practice. Elements like the amount of campaign metadata required generated some operational challenges initially but it was critical so campaigns could be tracked properly. Once we were all able to show the return on marketing investment (ROMI), it became the new norm.
- Measure the impact on the customer experience. Use that to help justify the investment.
Change management advice for the analytical marketing leader
- Set expectations properly. When doing something that’s transformative, it’s not going to be perfect. You’re looking for progress, not perfection. Make progress in your marketing data infrastructure and that will translate to results. Things are going to go haywire, you have to prepare for that.
- Get the right people in the right positions. Hire in as much relevant experience as you can and integrate them with the folks that understand the business really well.
- Evaluate technology vendors. And – even more importantly – the people within those vendors very carefully, and make sure they’re right for you. They MUST understand your business.
- Measure change. Think through how you’re going to measure impact of the internal change up front and prepare for that measurement to take place so you’re able to report what you’ve accomplished.
- Prepare for pushback. There is significant operational change that comes with a progressive marketing data practice. Elements like the amount of campaign metadata required generated some operational challenges initially but it was critical so campaigns could be tracked properly. Once we were all able to show the return on marketing investment (ROMI), it became the new norm.
- Measure the impact on the customer experience. Use that to help justify the investment.
