The Ritz Carlton
RMG was first engaged with The Ritz-Carlton marketing and CRM teams in 2017. Our mission was to assist the internal CRM team to nurture and deepen the relationships with existing customers, create relationships with new customers, and make the 91 properties the luxury brand of choice.
Targeted, personalized, messaging and treatments – developed through segmentation – were key to accomplishing this mission. Consequently, this segmentation initiative was conducted to identify the most valuable customers, enabling targeted and personalized CRM efforts. The RMG team partnered with internal IT and third-party segment developer to collect and analyze key data including internal DB, Global Survey to past guests and luxury travelers.
Working closely with client internal teams, we Identified segments with highest value to client, organized data and created algorithms to define segments, as well as appending survey data to segments to understand attitudes/preferences on a segment basis. The final result was the creation of data-driven profiles, personas and journey maps for each of the 3 priority segments, which allowed us to implement and measure tests while integrating into overall marketing activation and brand planning that was coordinated with other property efforts.
Ready to Transform Your Marketing Performance?
Our experienced team is here to help you increase customer engagement, increase return on ad investment, enhance your marketing data, and get improved marketing performance.