Case Study: a Fortune 100 hospitality client achieves cross-channel marketing collaboration with Blend360

a hospitality business boosts multi-channel efficiency by 0.13 with Blend360

A Fortune 100 hospitality company faced the challenge of modernizing its marketing methodology by incorporating advanced analytics and machine learning. Their goal was to achieve detailed customer segmentation and journey mapping to gain deeper insights, but they struggled with integrating new technologies and ensuring real-time, accurate reporting. The vendor, Blend360, was engaged to address these challenges.

Blend360 implemented an innovative solution featuring a Markov-Chain enabled customer journey mapping process and a new Multi-Touch Attribution (MTA) modeling process accessible through Tableau. This approach identified opportunities to optimize spend and conversions at every funnel level, achieving data-driven cross-channel marketing collaboration for the first time. The measurable impact included the integration of over 10 unique channels into their MTA model and a 0.13 reduction in cost-per-booking (CPB), increasing multi-channel efficiency and revenue.