Are You Ready for Marketing Made Better?
We can help you understand your customers, stay ahead of regulations, and grow your business.
HGV Delivers Unique Vacation Experiences
Hilton Grand Vacations needed to efficiently find and convert potential customers for its timeshare offerings by identifying those most likely to consider purchasing, which would improve the efficiency and effectiveness of their sales process.
Challenge
Hilton Grand Vacations needed to find those most likely to consider purchasing, thereby improving the efficiency and effectiveness of their sales process. HGV wanted to efficiently find and convert potential customers for its timeshare offerings. Selling timeshares through discounted mini vacations and sales presentations was costly, time-consuming, and required putting qualified prospects before salespeople.
Approach
It used approximately 200 different attributes on prospects in its database to build robust models to better reach those whose vacation lifestyle matched timeshare offerings.
- It used self-reported information from prospects and behavioral data from interactions during sales presentations to enhance the efficiency and effectiveness of models.
- It appended third-party data attributes, creating lookalikes, enhancing existing leads. Acxiom’s data expanded the marketable prospecting universe and led to activating that expanded universe in more channels.
Outcome
The refined targeting models and stronger, qualified lead (78% more marketable prospects) significantly improved sales performance by 35%, improved the customer experience, leading to higher engagement rates, reduced cost, and shorter time to convert.
-
more marketable prospects
-
higher sales performance