Hyatt
Hyatt's New World
Attribution of Heads in Beds
Insight
Hyatt leveraged traditional models of first in, last touch and divisional attribution.
As new marketing channels emerged, these traditional processes were producing exponential double counting + incorrect results.
Result
This solution also leveraged AI to constantly move each sale attributed from modeled to derived to direct attribution.
The attribution solution that was designed + implemented took into account spend, market pressures, offer strength, channel performance, customer channel preference + the height of response curve.
Idea
Hyatt leveraged traditional models of first in, last touch and divisional attribution.
This data driven intelligence could help identify which programs, campaigns and touch points were driving the most value for Hyatt.
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