AccorHotels Use of AI for Marketing Led to Major French Market Success

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AccorHotels Use of AI for Marketing Led to Major French Market Success

10/01/2018

For over a year, AccorHotels has been using Tinyclues for its relationship marketing campaigns in France. Thanks to this campaign intelligence solution, AccorHotels is improving both the targeting of its B2C communications and customer experience while simultaneously increasing marketing campaign efficiency.

Ian di Tullio, AccorHotels SVP of Guest Services, AccorHotels, said, “Using digital to improve personalization is at the heart of our strategy. For us it’s a matter of combining economic efficiency with customer experience. Choosing Tinyclues’ solution is in line with this as it uses both artificial intelligence and smart marketing. This collaboration enables us to implement efficient personalized marketing campaigns and communications tailored to the needs of every one of our customers.”

Tinyclues offers a unique targeting and planning experience for marketing campaigns. The solution uses artificial intelligence to enable marketers to easily identify, with unparalleled precision, future buyers for any offer featured in a campaign. Tinyclues’ unique deep learning technology makes it possible to communicate on current business needs (last minute destination, brand launch, opening of sales, niche hotel offering, etc.) and to broaden audiences beyond traditional targets based on prior purchases. Tinyclues also optimizes the marketing plan by detecting potential conflicts between campaigns; it uses AI to arbitrate and manage marketing fatigue, maximizing overall campaign performance while improving customer experience.

“This initial pilot conducted on the French market was a major success. The solution is very user-friendly and the teams have been able to easily target and optimize our campaigns, including to promote specific destinations, lifestyle themes or niche products such as luxury hotels,” added Ian di Tullio. “In the end, message sales efficiency has improved, our customers are enjoying a better brand experience and results have exceeded our expectations. We have measured a significant increase in revenues for certain campaigns while simultaneously reducing the unsubscribe rate for our communications. Building on these particularly positive results, we are now beginning to roll out the solution across all countries in which AccorHotels operates.”

An AI-first campaign intelligence solution based on unique artificial intelligence technology, Tinyclues is a solution that automatically applies the power of deep learning to marketing databases. The end result is that marketers no longer need to rely on their intuition or arbitrary criteria for their marketing campaigns.