CUSTOMER STORY

How Hilton Discovered What Worked, When, and Why

Hilton's Jen Benkarski and Rebecca Panico discuss why and how they changed their approach to measurement, the impact it had on understanding marketing performance, how it drove more meaningful internal collaboration - and the lessons learned along the way.  

Hear Rebecca & Jen's thoughts on...

#1 Why strategy needed to change
00:06:12


#2 How economic instability changed approach to measurement
00:09:40


#3 Richer conversations with leadership and stakeholders 
00:13:43


#4 Lessons learned in changing strategy
00:22:48 

Hear how Hilton worked with Analytic Partners to:

  • Evolve their measurement strategy to encompass every channel and identify cross-channel synergies 

  • Navigate economic instability by shifting measurement's focus from looking back to predicting outcomes and seeking out new opportunities

  • Learn, test and model to identify the best possible combinations of channel and content investment 

  • Create richer, simpler conversations across the organization with more timely and more commercially-focused insights

Recorded for Adweek Spotlight 2022

 

"Rather than looking at how activities are performing in 6-month or yearly increments, we are able to understand how programs had their return within 5 weeks. That then empowered our stakeholders to make decisions with our partners of where investments needed to be made, or identify some channels we needed to investigate further"

Jen Benkarski

Senior Director, Marketing Performance & Insights

Hilton_Logo

Speakers


 

Kristin-Moody

Kristin Moody
Vice President,
Analytic Partners

Jennifer-Benkarski

Jennifer Benkarski
Director of Performance & Insights, Hilton

Rebecca-Panico

Rebecca Panico
Sr. Director of Global Media Strategy & Planning, Hilton

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