Big Data Strategy for Hilton Worldwide: A Marketing Report

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ADVANCED MARKETING

TABLE OF CONTENTS
Introduction..................................................................................................................................................1
Task..............................................................................................................................................................2
Company Profile......................................................................................................................................2
Devise the big data strategy.....................................................................................................................2
Identification of supporting big data requirements..................................................................................3
Data analysis............................................................................................................................................3
Conclusion...................................................................................................................................................4

Introduction
Big data is the segment that helps in examining; sequentially extracting information from or otherwise
dealing with the data set that that are too complex to handle with traditional software of data processing.
Presently, in the business environment, big data offers huge opportunities such as competitive benefits
develop new revenue stream, data safety and risk analysis and technology assistance. The study will deal
with case study of Amazon that covers several topics related to big data.
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Task
Company Profile
Hilton Worldwide is the American multinational hospitality organization headquartered in Virginia, US.
It is the public organization falls in hospitality industry due to offering of its products and services
worldwide. The organization has numerous brands and the reason for their high initiatives is based on
mainly three elements that are consistently adding unique value to the business, focus on long term
thinking and lastly, excellent people makes excellent organizations.
Devise the big data strategy
As the organization is widely expanded, it needs to devise the big data strategy to handle the huge
amount of information. Big data strategy includes various elements importantly to have successful
implementation.
Marketing strategy: Hotel Hilton worldwide uses all the marketing strategies such as segmentation
(brand segments), targeting (high profile business class) and positioning (brand positioning in diverse
portfolio) strategy, marketing mix, customer analysis, market analysis, competitive analysis, brand
equity, distribution strategy and BCG matrix. All the strategies can be effective to get prospect
engagement, conversion rates, revenues and more customers using big data analysis.
Business initiatives: Hotel Hilton worldwide initiatives are travelling with purpose that effect on
communities, customer innovations that effect on guests and world’s best workplace that effects on team
members. These initiatives will be achieved through building the mentioned strategies on the basis of
big data.
Outcomes and critical success factors: Hotel generally offers price packages along with discounted
coupons, quality services, and financial security and safety requirements and increases their sales by
meeting the demands. It can be done through gathering of big data using decisional theory, porter’s
value chain analysis and customer engagement process to meet critical success factors.
Tasks: In this element, activities will be carried out through marketing analytics, resource and allocation
framework along with measuring the ROI to understand the customer value, market segmentation
importance as well.
2

Data sources: Hotel Hilton should make use of popular databases for data sourcing like MS Access,
Amazon Simple, SQL, DB2 and many more for acquiring real big data.
Identification of supporting big data requirements
The big data and business intelligence definition varies considerably. But there are few of the
differences between BI and big data that are important in connecting the BI requirement analysis. These
are volume, velocity and variety. It is to be explained in detailed.
Data analysis
The use of MS excel shall be done for analyzing the data to be gathered on big data strategy. It is also
recommended to the hotel Hilton to make the decision on the basis of decision science, management of
performance, exploration of data and social based analytics to get links with successful big data strategy.
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Conclusion
It is been concluded that hotel Hilton is in need of big data strategy as it is widely expanded and it also
supports in savings of cost, time based reductions, development of new product, understanding
situations of market and governing online reputation. Therefore, the study had shown the major
elements of big data to make its deployment successful in hotel Hilton and enjoy competitive benefits
through its marketing.
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