.png)
An International Hotel Group
September 20th, 2024 WRITTEN BY Fresh Gravity Tags: data management, Hospitality
Fresh Gravity designed and implemented the Reltio Master Data Management platform to manage hotels, B2B, and B2C domains. By leveraging our expertise in the hospitality industry and MDM, Fresh Gravity addressed issues such as poor address formatting and duplicate B2B contacts, as well as optimized the loyalty customer database by ~ 30%, from 12M to ~ 8M, by performing identity resolution.
Problem
Our client started undergoing a major transformation with respect to enterprise data, which involved prioritization of enterprise data and its importance within the organization. This resulted in multiple problems:
- No unified/360-degree customer view
- No single source of truth for domain data like Organizations and B2B customers
- Marketing and campaign email/communication wasn’t reaching intended customers
Solution
Fresh Gravity designed and implemented the Reltio Master Data Management (MDM) system hotels, B2B, and B2C customers, which was a critical component of this transformation. Working with business stakeholders we successfully implemented a robust Data Governance framework around Master Data. Data Stewardship was enabled for the enterprise, due to which the MDM system was considered the system of truth for the master data. We also enabled external enrichment from Dun & Bradstreet (D&B) that provided the client with a more enriched data set. This enabled the hierarchical view of the organization’s B2B customers leading to enhanced customer experience and cross-sell/up-sell opportunities for the client.
Additionally, we helped cleanse the B2C data for our client. Using our in-house tool DOMaQ, we were able to successfully reduce ~30% duplicates in the client’s loyalty customer dataset. Currently, we are working on onboarding the B2C domain on MDM which will then serve as the source of truth for our client’s customer data.
Impact
MDM is now considered the source of truth for Hotels and B2B for our client. As a direct result:
- Our client was able to partner with a leading environmental rating third-party vendor, to highlight these ratings on their (client’s) website, so that it makes a positive impact on the customers, who access the website for making bookings
- D&B integration has resulted in data enrichment and hierarchy creation for B2B entity
- Reduced duplicate customer count by ~ 30% (from 12M to ~ 8M) resulting in marketing and operational costs savings
