Increase Release Performance
Marriott updates design, content, and functionality across a dozen websites and mobile apps on a monthly basis. Prior to 2015 the scope and frequency of these updates, coupled with undocumented data capture processes across Marriott’s eCommerce, IT, and analytics divisions, frequently resulted in broken, delayed, and incomplete tracking. More critically, it caused Marriott to lose valuable insights into users’ online behaviors and interaction patterns. The result? Lost opportunities to convert visitors and maximize revenue.
Excella bridged these gaps by deploying analysts who understand the business behind Marriott’s product lines – including its analytics tools and reporting needs. We helped establish and manage a new governance process, and documentation, for data capture that defined clear responsibilities, timelines, and communication channels for each release.
The result is a standardized and repeatable approach that works across teams and applies cross-domain knowledge by:
- Defining a holistic set of tracking requirements designed to answer stakeholders’ business questions and anticipate future ones
- Ensuring that new tracking requirements are thoroughly vetted to guarantee retroactive functionality and protect platform-level data integrity
- Enabling the reporting and statistical methods favored by the analytics teams
- Complying with data warehouse ETL processes, and providing the technical detail needed to prevent downstream system-integration issues