In the category "Digital Transformation"
RIU together with Making Science have achieved the Gold award with a project in the Digital Transformation category, titled “Reaching the right user; "RIU's strategy to attract valuable customers with the activation of its own data through AI."
![[Img # 53559]](https://empresaexterior.com/upload/images/07_2023/8818_riu-premios.jpg)
The RIU Hotels & Resorts chain, together with its partner Making science, has been awarded the Gold award at the Google Marketing Partner Awards (GMPA) in the “Digital Transformation” category.
For years, technological advances and Artificial Intelligence (AI) They are part of the daily life of companies, providing them with increasingly effective marketing tools to communicate the right message to the right user at the right time.
The GMPA They seek to recognize the work of the most innovative and technological projects in the industry developed through the use of Google tools. This year, the GMPAs have had the collaboration of Boston Consulting Group (BCG).
RIU along with Making science have achieved the Gold award with a project in the category of Digital transformation, titled “Reaching the right user; "RIU's strategy to attract valuable customers with the activation of its own data through AI."
The RIU hotel chain wanted to improve its customer acquisition campaigns, directing them towards users with greater value and profitability, without losing the volume of conversions towards reservations and improving the user experience. With Making Science, They proposed a transformation of their digital strategy, which would allow them to optimize their own data into business data. RIU carried out this transformation of its digital strategy in three fundamental steps.
Structuring of own data: The first measure was to structure their own data within Google Cloud, to create a Customer Data Platform (CDP) architecture, adapted to their needs and structure.
As Juan Campins, VP of Digital Channels at Riu Hotels & Resorts: “What we were looking for was to collect the entire customer experience in a single environment, a secure, scalable and connected environment, which would allow us to orchestrate our audiences in real time on both our own and paid channels.”
Team coordination: Definition of joint objectives between the IT and Digital Channels teams with the exploitation of their first-party data as the basis for the transformation of their strategy.
In the words of Álvaro Verdeja, global director of data and cloud at Making Science, “each team that worked with its own data contributed its data sources: digital marketing platforms, contact center platforms, the booking engine, etc.” This established a way for everyone to collaborate to achieve business objectives. “From there we were able to analyze the user profiles to offer them a unique experience both before arriving on the website, on the website itself and afterwards,” explains Verdeja.
Activation of own data thanks to AI: Together with Making Science, the Direct Sales and Digital Channels teams activated different proprietary technological solutions based on AI models, which the partner groups under the name Gauss.
Working with Gauss AI solutions based on exploiting its own data allowed RIU to increase its bookings by 99%, and multiply its ROAS (Return of Advertisement Spend) by two.
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