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Home My WebLink About04. VLMD Data Driven RoadmapVLMD Data Driven Marketing Approach August 4, 2020 + Brown Analytics Advisory Group A summary of agency experience and approach A summary of agency experience and approach – Open Space Open Space is a collaborative, customer-centric, brand-marketing consultancy based in Denver. Unlike traditional agencies who are locked into using in-house talent, we’re able to hand pick teams of seasoned talented experts to meet your specific brand needs, giving you all the experience you could ever need. Our teams aren’t handcuffed to using one proprietary marketing model or time-consuming agency process. Instead we’re able to craft the perfect process for your unique requirements, giving everyone (including you and your team) the room they need to collaboratively and efficiently do their thing. 4 ●Delivering strategy + analytics enabled by technology ●Over 30 years of travel and hospitality experience in CRM, Analytics and Marketing Technology ●We led this process for Vail Resorts and are partnering with multiple clients on this same path ●Data-driven at our core ●Collaborative business partner that drives action ●Technology-agnostic but not technology-indifferent – innovation that drives best-fit solutions ●Highly scalable and nimble resourcing model ●Experience + expertise without high overhead A summary of agency experience and approach – Brown Analytics Advisory Group Meet the team Jim Kellen LinkedIn Profile Jim is strategic marketing leader with 25 years of domestic and international experience driving results, building brands, developing teams and leading organizational change. He specializes in developing and optimizing brand strategy driven through consumer insights and data. For our clients, Jim identifies the open space in the market that best aligns our clients’ brands with both existing and new consumers. He has worked both client and agency side with a myriad of businesses such as Beaver Creek, Vail, Coors Light, Robert W. Baird, E&J Gallo and CBS. When he is not developing marketing solutions, Jim is usually found on the ski slopes, golf course or with his family. Jeremy Coleman LinkedIn Profile With a deep background in both tactical and strategic technology leadership, Jeremy brings over 20 years of experience in digital and marketing technology from both the agency and client-side. He has worked on the entire life cycle of digital and marketing technology capabilities for brands including MGM Resorts International, Bare Escentuals, Starbucks, Barbie, Western Union and United Airlines. Prior to partnering with Bob Brown in their current endeavor, Jeremy was Bob’s partner at Vail Resorts owning the technology side of the data-driven marketing transformation. Through that journey they have realized the absolute necessity and the achievable models of bringing together all sides of an organization aligned towards a common, pragmatic, and measurable set of business goals. When Jeremy isn’t sitting in front of a Zoom camera, he can be found trying to convince his two boys that Vail is still not open for skiing in July, and therefore staying at The Lodge will not result in ski-out access.Bob Brown LinkedIn Profile Bob has been building and leading CRM and Analytics at major travel brands for the past 15 years. He cut his teeth on analytic marketing while leading Marketing Analytics for Caesars Entertainment and working with the Total Rewards loyalty program for over 6 years. Beginning in 2012, he led the transformation of Vail Resorts to become a data-driven marketing organization, contributing to over 600% stock price growth in 6 years. Bob started Brown Analytics Advisory Group in 2019 with a focus on helping small and mid-size travel companies transform their data-driven marketing capabilities to drive higher customer retention and profitability. With a second home in Eagle County, Bob is an avid though average skier but a very strong après skier. Why Data-Driven Marketing? Data-Driven Marketing rationale A data-driven approach allows the VLMD to influence consumer behavior by: Conduct multi-channel 1-1 relationships with known and new consumers Segment consumers by unique motivators and behaviors Identify unique insights to individual audiences Personalize messaging to unique audience segments A correctly constructed and executed data-driven approach drives: Increased customer loyalty leading to increased visitation and incremental revenue Why build a Data-Driven Marketing Roadmap ●A Data-Driven Marketing Roadmap provides a multi-year view of the capabilities, technology and processes that need to be developed to evolve personalized and targeted marketing ●The main purpose of a the roadmap is to move away from “point in time” investment decisions and instead align each investment with the overall evolution ○The roadmap will provide a 3-year view of investments required (time, technology, vendor support) to evolve data-driven marketing ○Solving for individual pain points in isolation of a consistent direction results in waste ○Prioritization of investment over time is challenging without the full vision in place ●The most critical component of the roadmap is establishing a vision for what targeted and personalized marketing will look like in 1, 2 and 3 years and to communicate that vision to all stakeholders ●The roadmap is intended to be a dynamic document that can and should be modified to adapt to business and market changes Building blocks for Data-Driven Marketing Roadmap Develop capabilities to execute on the vision across all marketing channelsAutomation / Execution Align with company goals and provide north star for all data-driven investmentsMarketing Strategy Understanding and leveraging performance and motivations at a customer levelAnalytics / Insights Evolving information on customers to leverage as a foundation for all data-driven effortsMarketing Data Defining ownership of CRM and ensuring staffing and defined responsibilities to deliver on goalsOrganizational Collaboration 9 VLMD ask 11 ●A 2020 and 2021 proposal for a plan to acquire and accelerate data capture ○Include a budget for data acquisition ○Define quantitative goals in addition to the deliverables provided ●A data-driven roadmap proposal for three years ○Roadmap lays out how to execute against goals to achieve quantified results over the three year period. ○This will need to be demonstrated to be the appropriate time horizon to address. ●Understanding of budget requirements over this period - especially technology requirements given the current platform VLMD ask Our approach Proposed timeline “Accelerate Data Capture” 🡪 Data Driven Marketing Quick Wins Roadmap Phase 1: Assessment and Foundation Roadmap Phase 2: Capabilities Development Roadmap Phase 3: Capabilities Evolution 10/2020 01/2021 04/2021 Data-Driven Marketing Quick Wins •3-4 Months •Implement quick wins to market directly to consumers and replace efforts that were happening with VR – impact summer 2021 •Define customer data goals and benchmarks Roadmap Phase 1: Assessment and Foundation •3-4 Months •Understand current state and define future state MarTech stack and customer data •Identify critical foundational capabilities across 5 dimensions of data-driven roadmap Roadmap Phase 2: Capabilities Development •9-10 Months •Define marketing org needs •Standardize data capture and governance •Develop initial customer analytics and segmentation •Develop initial campaign capabilities Roadmap Phase 3: Capabilities Evolution •2 Years •Implement marketing org changes •Evolve data capture and governance •Evolve campaign capabilities •Evolve customer analytics and segmentation 13 01/2022 Roadmap Development Roadmap Development •6-8 Weeks •Define business goals and prioritize opportunities •Develop customized multi-year approach to inform investment decisions to enable marketing execution Deliverables ROADMAP DEVELOPMENT (2020): 1.Current State Maturity Model 2.Executive Roadmap Summary 3.Comprehensive 3-year Roadmap 4.Roadmap Item-Level Details with Cost Estimates DATA-DRIVEN MARKETING QUICK WINS (2021): 1.Opportunity Assessment: Impact and Feasibility Matrix 2.Strategy for 2-3 DTC Campaigns for Summer 2021 3.Execution Planning for 2-3 DTC Campaigns for Summer 2021 4.Customer Data Goals through 2023 14 ROADMAP PHASE 1 - ILLUSTRATIVE (2021): Deliverables will change based on roadmap development work. 1.Current data landscape, data capture quality and data access needs defined and documented 2.Ideal guest journey defined and initial priority customer segments identified 3.Leverage quick-win manual data-driven campaigns as input into ROI models for future investment 4.Current and future state tech and tools documented and gap analysis performed 15 Investment Overview Phase Open Space / BAAG Estimated Costs*Technology and Data Estimated Costs* Roadmap Development (2020) •$40k •$0 Data Driven Marketing Quick Wins (2020-2021) •$30k (Initial estimate $22k) •Assumes leveraging existing agency spend for creative execution •Data Acquisition: $0-$50k (consumer spending patterns and demographic insights) •Technology: $10k-15k /year + $5k-$10k one-time implementation (outsourced CRM and Targeted Outbound Digital Communication Channels) Roadmap Phase 1: Assessment and Foundation (2021) •$60k - $100k (dependent on level of internal support available) •Assumes leveraging existing agency spend for creative execution •Technology: $15-25k /year (not incremental to above) + $5k-$10k one-time implementation (outsourced CRM and Targeted Outbound Digital Communication Channels) * All costs with the exception of those in BOLD are rough estimates and will be refined through initial phases of roadmap development and phase 1 16 Expected impact on partners Capabilities Evolution •Evolve capabilities to be more targeted and personalized based on enhanced customer data and insights as well as evolving marketing strategy Shift from Traditional to Digital •Support a general shift in focus from traditional to digital channels and from generic messaging to personalized messaging Data Capture •Support customer data capture efforts through technology and process enhancements at points of customer interaction Two-Way Data Flow •Develop capabilities to leverage additional customer data by supporting two-way data flow between marketing channels and a central customer database Collaboration •Collaborate on strategic initiatives and capability with the OS/BAAG team Thank you. Contact Jim Kellen jim@createopenspace.com 720-775-7362