PROBLEM Euro RSCG Discovery applied our disciplined analytic process to profile the Hyatt.com customer, to help our client better use their marketing dollars by targeting high spenders.
SOLUTION We analyzed 26 data files, 12 million records and appended 782 demographic, psychographic and lifestyle variables. We arrived at 7 Cluster Distributions and determined their total spend by cluster:
Cosmo-Nots (33%) (17%)
Dreamers on a Dime (13%) (1%)
Monied Twosomes (12%) (22%)
Laptop Man (20%) (16%)
Global Progressives (11%)(19%)
Rising Reps (7%) (7%)
Bulls and Bears (4%) (18%)RESULTS We then recommended customized programs for improving ROMI:
• Targeted opportunity segments that can drive improvement in average. room rate
• Focused efforts against key segments to improve SOSs
• Optimized level of spend against lower priority targets
