In The Press: Les Echos on How AccorHotels Has Improved the Relevancy & ROI of its B2C Communication Strategy with Deep Learning

Interview with Accorhotels
Caroline Tailleferd

VP Marketing

12 November 2018

Leading French finance journal Les Echos has just featured Tinyclues client AccorHotels in a business article focused on digital marketing. The piece describes how the international hotel giant is using AI to optimize its B2C communication, and seeing a campaign revenue increase of between +25% to +150%.

As the article explains, marketers at AccorHotels used to rely solely on human expertise for their marketing strategy – with traditional segmentation based on purchase history, etc. But this approach led to broad targeting and heightened marketing fatigue, due to customer inboxes that are already inundated with emails. Faced with these issues, Ian di Tullio, SVP Guest Services of AccorHotels, explains that the group decided to change perspective and switch to an intelligence-driven approach – one that would help them find the future buyers for each offer. The objective was to implement efficient personalized campaigns and communications tailored to the needs of every one of AccorHotels customers.

Tinyclues’ campaign intelligence solution was chosen by AccorHotels to make this shift toward a data-driven marketing strategy. The article highlights the capacity of Tinyclues’ solution to automatically take clients’ raw marketing data and uncover the hidden correlations between a multitude of customer details –  resulting in more refined, more effective campaign targeting and planning.

Quoted for the piece, Tinyclues CEO David Bessis underlines how far things have come from the days when “big data” meant a ton of processing, for suboptimal customer segmentation – limitations that have been left behind by Tinyclues’ AI-first solution.

The article notes that AccorHotels has seen significant positive impact since adopting Tinyclues’ solution; in terms of campaign revenue, the group has measured increases ranging from +25% to +150%. Through optimized targeting and smarter campaigns, Tinyclues has enabled AccorHotels to better personalize and boost their marketing strategy. Ian di Tullio, SVP Guest Services of AccorHotels also notes that the solution is a huge time-saver for its marketing teams, thanks to a simpler, more streamlined process from data to decision-making.

Tinyclues will be attending Phocuswright, a conference aimed at helping travel giants adapt, scale and innovate; we will be participating in the Launch sessions where 14 established companies, selected by Phocuswright technology analysts, will showcase new products and ideas changing the way travelers book, search, shop and buy travel. AccorHotels will also be in attendance, giving a keynote session on how strong leadership and fresh ideas have energized Europe’s largest hotel company.

Check out our other success stories, and learn how Tinyclues is boosting campaign revenues by +49% and reducing unsubscribes by -17% on average.

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