The E-Commerce Data & Intelligence team is responsible within the direct sales area for making the most of data so as to promote sales throughout the Customer Journey

The Bahia Principe Data & Intelligence Department is a newly created team working hand-in-hand with a number of other departments, including the Chief Data Officer (Antonio Carbonell), the Systems Department (Servers, Web, CRM), Online Corporate Marketing & E-Commerce and others.

In the photo we present the team. From left to right: Jorge Juan (executive multiplatform specialist), Xesc Capó (executive data scientist) & Gabriel Bergas (e-commerce data & BI manager).

The department, housed at corporate headquarters, has various projects under way at present, some in development and others already in production. The details are set out below:

Projects in production

1. Real-time customisation of the website based on customers' behaviour as they browse. A case study can be read further on…

2. Automatic sending of smart emails. Example: "Shopping Cart Retrieval" function, automated and customised for each customer and product.

Products in development, for the creation of a data exploitation ecosystem for direct sales.

Case study - Website content customisation focused on families

Main aim

Modify the homepage content completely if the customer has previously performed a search including children.

What happens when it is detected that the user is searching for hotels with children?

The homepage completely changes, focusing on families without the customer noticing… instantaneously!

- Change of titles and texts, focused on families.
- Change of images.
- Change of links to landing links for families.
- Filtered mosaic for "families" - Family hotels, family 360, etc.

Before the customer saw…

Now the customer sees...

Measurement and Results

Measurements using Google Optimize where half the website traffic involving children is redirected to the original home page, and the other half to the alternative homepage (with family-focused content).

The results to date indicate greater conversion, a greater number of transactions, more page views and longer session duration through the experimental family-focused homepage.

A successful case study, without jeopardising the end price!