Mobile Places
The Mobile Places project was part of a broader marketing orchestration platform strategy. The marketing team was creating a centralized platform that would be responsible for managing and coordinating all digital communications and messaging to customers.
Part of the vision was to create and distribute a location services framework, that would stream relevant events that were ingested by the orchestration platform and used in the messaging decision process.
Role
My initial role within the project was to represent a business POV, assist in the vendor selection process, and ultimately deploy and deliver BLE beacons and a location framework to all full service hotels in North America.
My role soon expanded, as in order to deploy technology to hotels, I needed to gain alignment with corporate stakeholders, continent teams, and hotel owners. In order to do this, the marketing orchestration road map and backlog needed to be expanded to include features that were more relevant for these stakeholders, such as the ability to offer revenue generating opportunities.
This was an exciting project that allowed me to leverage my data and information architecture skills from earlier in my career. Rather than simply deploy beacons to specific locations in hotels, I captured additional metadata about those locations, and made this data accessible to the orchestration platform. Having this additional information allowed the platform to present more relevant information to the guest, and build additional profile attributes based on real-world behavioral data. Of course, all of this was predicated on the customers willingness to opt-in to these features.
Results
- Deployed 7,000+ beacons to 500+ hotels, while expanding data model.
- Galvanized teams around Mobile Places branding.
- Developed and deployed support and maintenance processes.
- Identified and resolved GDPR/data privacy concerns.
- Successfully implemented mobile messaging and marketing orchestration platform.