Synopsis
Fastloop went on a journey along with Revelstoke travellers through data. By building a unified approach to data capture, measurement, and analytics, we empowered hospitality operations to create impactful, personalized experiences across touchpoints.
Highlights
Identified an edge that increased revenue per customer
Drove new revenue through customer engagement
Challenges
Northland Properties wanted to identify the potential value of integrating multiple systems together across their businesses in Revelstoke and beyond to better understand how their guests engaged and transacted with them.
Core challenges include:
This made data management and reporting a resource-intensive and slow process that is prone to human error.
These manual processes meant that by the time information is being seen, it’s already stale. Many reports were based on data that was days, weeks or even months old.
There are differing levels of trust in certain data points across operations. This created situations where some business areas were manually tracking data which is already captured in other systems simply because they do not feel confident about its accuracy.
With data spread across multiple lines of business there are silos that create a lack of clarity in who is responsible for understanding data, managing it and keeping it clean.
Solution
Starting with a Proof of Concept across their 6 operations in Revelstoke, Fastloop has identified how Northland Properties can take a unified approach to data capture, measurement and analytics that helps them better understand their customers and provide impactful, personalized experiences across the customer journey.
Key components of the solution:
- Fastloop created an automated data ecosystem that ingested data across Northland’s businesses on Revelstoke Mountain using Cloud Storage, Cloud SQL and Dataflow and unified it in a single place with BigQuery.
- This enables the business to drill down to customer level granularity, in order to better understand who customers are, where they shop and how to better engage them.
- The implementation of integrated Customer Value Metrics ties together multiple customer touchpoints, which provide better insight into measuring customers’ business with Northland over time.
- Custom Looker Dashboards provide data visualization and self-serve analytics capabilities that enable staff to pull insights faster and reliably
Persona-driven KPI hierarchy
Tailored KPI views by role, from Senior Leadership to Shared Services, and to Lines of Business. The structure enabled faster drill-downs and sharper financial insights that matter most to each user.
Self-serve dashboards & guided enablement
Intuitive, role-based dashboards aligned to the KPI hierarchy, paired with hands-on user training to empower teams to explore insights confidently and independently.
Results and Impact
By analyzing customer metrics across touchpoints in Revelstoke—accommodations, activities, and food & drink—Fastloop helps determine the health of the business and creates marketing opportunities to increase revenue per customer.
Data-informed optimization to the customer journey improved the customer experience and created additional revenue opportunities that encourage customers to actively be a part of the Northland ecosystem.
Future Outlook
The POC built and operationalized by Fastloop in Revelstoke lays the foundation for future improvements and a rollout across the company’s operations. The roadmap and larger data strategy to achieve there proposes the following:
Unified Customer and Transaction Data
Expanding the amount and granularity of data ingested and from collected current environments by organizing data around customers and transactions.
Loyalty Program
A centralized program would drive impactful customer connection and data-driven insights across Northland’s operations. This will subsequently be used to create robust customer profiles that allow Northland to better serve their customers.
Foundational Reporting
A KPI hierarchy organizes important metrics based on the company structure to show relationships spanning from day-to-day metrics up to senior leadership business health.
Data Management
A System of Record framework defines how data is collected, where it comes from, who owns it, how it’s classified and what the data is called.
Support and Empower In-house Data Management Practices
An operating model that augments the current team with additional data skillsets and manages transformation needed to upskill the in-house team such that they can fully operationalize, manage and maintain analytics and data management best practices.