- 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
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.
#1
00:06:12
Why strategy needed to change
#2
00:09:40
How economic instability changed approach to measurement
#3
00:13:43
Richer conversations with leadership and stakeholders
#4
00:22:48
Lessons learned in changing strategy
Hear how Hilton worked with Analytic Partners to:
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
Kristin Moody
Vice President, Analytic Partners
Jennifer Benkarski
Director of Performance & Insights, Hilton
Rebecca Panico
Sr. Director of Global Media Strategy & Planning, Hilton
