Hilton's Customer Behaviors Across Different Digital Experiences

1. Discovered Opportunities of Applying Data

When I tried to improve the digital booking flows of different devices, I generated ideas about how web search data could be used to solve the problem. I figured out that we could define differences of user behaviors across different devices and segment the potential customer groups to provide business strategies.

 

2. Analyzed User Behaviors and Identified User Personas

Through analyzing the data of user location, property tier, length of stay, and user membership by Adobe Analytics tool, I discovered the similarities and differences of users of different device types. Thus, I identified three customer segments including new customers, existing customers and sleeping customers based on the membership tier and the recency of making a reservation. In addition, I analyzed the digital booking flow and calculated the bounce rate of each web page, then discovered the blocker in users' booking journey.

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3. Data Storytelling

I used Adobe Analytics tool to visualize the data and compose the story. I first identified the business problem and generated several valuable insights to elaborate the problem. Then, I pointed out a significant number, which is the highest bounce rate through the digital booking flow, to conclude our discovery. Lastly, I provided some practical business strategies for each customer segment.