Falkensteiner benefits from 1st-party data by building a CDP with the GMP
Intro
Falkensteiner Hotels & Residences is a premium hotel brand. The hotels meet an upscale 4- to 5-star standard and cater to travel motives such as "Active," "Indulgence," "Entertainment," or "Deceleration." Due to the high-end positioning and specific product focus, highly targeted groups are addressed in marketing activities. With a Customer Data Platform, e-dialog created the foundation to further identify these target groups, address them more efficiently, and thus use the marketing budget more effectively.
Goals
- Insights into users and customers
- Increasing the efficiency of target group engagement
- Increasing the effectiveness of marketing budgets
For a high-end hotel brand, personalized services contribute to a perfect customer journey. We are very pleased that we can now extend this level of individualization to our marketing and offer our guests a first-class experience.
Christoph Crepaz, Managing Director Marketing & Sales
Measures
Combining Falkensteiner’s valuable 1st-party data from booking systems, CRM, and marketing automation with user signals from programmatic and social channels enables a unified view of users, segmentation, and personalized activation. A Customer Data Platform was built using the Google Marketing Platform and its integration into the Cloud Platform to achieve better results and be prepared for the privacy-first world.
This innovation takes Falkensteiner to a new level and enables a pioneering role.
Results
- Single Customer View across all touchpoints
- Data unification along the customer journey
- Better marketing results through activation across all channels, including marketing automation, onsite, and social
- Better understanding of user behavior and opportunities
- Democratization of data
- Activation of AI-based audiences & predictions
- Integrated tools and channels
- User journeys (to date)
- Weeks for implementation & rollout
