Anjum Hotel Marketing Campaigns Analysis

In that Project, in my work at The Analyst company, I analyzed 50 Marketing Campaigns for Anjum Hotel. Analyze campaigns, Channels, Social Media, Customer Patterns, and Forecasting, and recommendations to help them to achieve growth. Tools I used (Excel, Power, PowerPoint)

1. Marketing Campaigns Analysis Analysis by: Begad Osama

2. Introduction Welcome, everyone. Today, we'll explore the outcomes of our recent 50 marketing campaigns, focusing on key performance metrics(KPIs), Spending, Revenue, Profit, Profit Margin, ROI, and Bookings by channels, Target audience, and Date. Explore Web site performance, Social Media, and Ratings. Predict the next fiscal year. Our goal is to uncover actionable insights to enhance our future marketing strategies and drive better results.

3. Contents 1 2 3 4 5 6 KPIs and Trendlines Booking Profit Website and Social media Forecasting Recommendations

4. 1 KPIs and Trendlines

5. Sum of Bookings 252 K Total Spending 1.3 M Revenue 2.2 M Profit 841 K Profit Margin 38 % ROI 62 %

6. This graph represents the profits by Quarters from Q3 2023 to Q2 2024 We notice that profit increases in each quarter, until it reaches a peak in the first quarter of 2024 and then a sharp decline in the second quarter. The number of camps for each Quarter : Q3=15, Q4=11, Q1=17, Q4=7 Profit by Quarters 2023 2024

7. This graph represents the profits by months from June 2023 to may 2024 We have 3 peak periods and 3 bottom periods, the peak is in months (1,3,8), the bottom is in months (2,5,6,9), and the months (6,9,10) achieve losses. Profit by Months 2023 2024

8. This graph represents the profits by days Ups and downs day by day Monday, Tuesday, Thursday, highest profits, The highest losses are four Fridays and Saturdays, Friday is the only day that made losses. Profit by Days

9. This graph represents the profits by months from June 2023 to may 2024 We have 3 peak periods and 3 bottom periods, the peak is in months (1,3,8), the bottom is in months (2,5,6,9), and the months (6,9,10) achieve losses. Number of Campaigns by Months

10. 2 Booking

11. This visual represents the Number of Booking by Channels Radio and Billboards have the highest bookings, equal 57% of all. TV, Influencers, Search Engine, and Social media are similar on average. Email the lowest Number of Booking by Channels

12. This visual represents the Number of Booking by Target Audience Young adults are the highest, Then Seniors come second. Families and Business Travelers the lowest Number of Bookings by Target Audience

13. This visual represents the Number of Booking by the patterns of camps They include Target Audience and Channels Number of Bookings by patterns of camps

14. 3 Profit

15. This Visual represents the campaigns that achieved profits Total Camps 50 Winning Camps 23 Winning Campaigns

16. Total Camps 50 Losing Camps 27 This Visual represents the campaigns that made losses Losing Campaigns

17. This visual represents the correlation between Spend, Revenue, and Profit by Channels Radio has the biggest spending, TV has the biggest revenue and profit. Email, Billboards, and Radio made losses, Social media, influencers, search engines, and TV made profits. Correlation between Revenue, Spend, and Profit

18. This visual represents the correlation between Spend, Revenue, and Profit by Target Audience Young adults and seniors have low profits. Business travelers on mid. Families achieve the highest profit Correlation between Revenue, Spend, and Profit

19. This visual represents the Profit by the patterns of camps They include Target Audience and Channels. we have 25 patterns, 14 patterns that achieve profits, and 11 patterns that make losses Profit by patterns of camps 411 K 149K 143K 123K 76K 70K 53K 45K 38K 32K 14K 13K 7K 9K -9K -14K -20K -26K -27K -30K -34K -37K -38K -40K -70K

20. This visual represents the Profit by the patterns of camps They include Target Audience and Channels. we have 25 patterns, 14 patterns that achieve profits, and 11 patterns that make losses Customer Profitability by patterns of camps

21. This column shows us the Percentages of Customer Profitability by Patterns of camps that including Channels and Target Audience B.A = Business Travelers Y.A = Young Adults Others = 5.8% Families(TV) Seniors(TV) Families (Search Engine) Y.A (Social M) B.A (Social M) Seniors (influencers) Others The Customer Profitability percentages of Patterns

22. 4 Website and Social Media

23. Impressions 10 M Clicks 2.1 M Bookings 252 K 8 clicks 1 booking need 40 Impression need Web Traffic is 3%

24. This visual represents the correlation between Impressions and clicks by Channels The Billboards only channel has clicks more than impressions. Email has the lowest impressions and clicks. TV has the highest impressions Impressions and Clicks by Channels

25. This visual represents the correlation between Impressions and clicks by the Target Audience Young adults have the highest clicks, and Seniors have the lowest. Families have the highest impressions, and Business Travellers have the lowest. Impressions and Clicks by Target Audience

26. Social Media Platforms On Facebook , we have 56 k follower On Instagram , we have 40 k follower On X (Twitter), we have 6 k follower On YouTube , we have 3.8 k Subscribe Social Media Platforms Social Media Platforms

27. 5 Forecasting next fiscal year

28. Scenario 1 If we just repeat the successful camps and stop spending on the losing camps Booking Spend Revenue Profit Profit Margin 124 K 587 K 1.8 M 1.2 M 67 %

29. This visual represents forecasting by the correlation between Revenue, Spend, and Profit by patterns of camps If we just repeat the successful camps and stop spending on the losing camps Expected Revenue, Spend, and Profit

30. Booking Spend Revenue Profit Profit Margin 62 K 1.3 M 6.6 M 5.3 M 80% Scenario 2 This will not be achievable right now, it will need adjustments based on the maximum number of people that can come from a particular style, the type of tourists coming to the country, the number and types of rooms, the preferred type for each style, etc., but this will serve as the model on which future marketing camps will be built. This Forecasting based on the Customer Profitability and Percentage of it by patterns of camps (Target Audience and Channels). We choose only profitable patterns. Also according to which the same budget will be distributed. What is the forecasting based on ?

31. This visual represents forecasting only patterns of camps that achieved profits by the correlation between Revenue, Spend, and Profit Expected Revenue, Spend, and Profit

32. This visual represents the booking forecasting by patterns of camps including Target Audience and Channels Expected sum Bookings It is important to know the types of our customers, to anticipate the type of rooms suitable for them and the preferred seasons for their coming, to know us, adapt our capacity, and to determine the price as well.

33. 6 Recommendations

34. Recommendations Targeted Campaigns : Increase the number of campaigns aimed at the right audiences to maximize returns over quarters and months. Audience Prioritization : Prioritize attracting families and seniors through television, as they contribute to 71% of the profits. Discount Strategies : Offer discounts on reservations and special events on Fridays to mitigate losses, as Friday is the only day with recorded losses. Optimize Audience Targeting : Exclude less profitable audiences and cease using unprofitable channels to focus resources on more lucrative segments. Profitability Focus : Concentrate on marketing patterns that have demonstrated high profitability. Engagement-Driven Campaigns : Conduct campaigns aimed at increasing followers, boosting interactions, and embedding the brand in the audience's consciousness.

35. Recommendations Supporting influencers more: paying attention to a constant presence on social media and trends, and establishing the hotel’s name in people’s minds. Spreading in channels is cheap: spread in it, even if it is not attractive to large numbers of people, but it increases the value and name of the hotel and makes it easy to remember and much talked about, which increases the desire of some to spend even one night even if they do not need to do so. Social Media Expansion : Expand presence on social media platforms such as TikTok, Snapchat, and Pinterest to reach a broader and more engaged audience. Building an application : that will make it easier for phone users to book, will expand our customer circle, and will give us the ability to collect more data to understand our customers. Expert Engagement : Employ experts for each application to stay on trend and ensure positive interactions with increased engagement. Events and Offers : Organize events, provide special offers, and contribute to community activities to boost brand visibility and customer loyalty.

36. Recommendations Comprehensive Change Considerations : When implementing comprehensive changes, ensure compatibility with the new environment and audience needs. Data Analysis Projects : Conduct dedicated data analysis projects for both social media and web platforms, utilizing all available data to gain valuable insights. Customer Prioritization : Give priority to customers with the highest profit rates to maximize return on investment. Increasing the number of camps before and during seasonal periods Business Travelers: Designate camps to attract this category more because they are the least booked

37. Depreciation Analysis : Analyze the depreciation rate for each category and each period to understand asset value changes over time. Historical Review : Review data from previous years to identify patterns of decline and rise, determining if they are cyclic or unique occurrences. Tourist Data Analysis : Monitor the number of tourists visiting the city monthly. Assess if fluctuations are due to market conditions or internal strategies. Competitor Review : Conduct a thorough review of key competitors This will help understand their strategies and market positioning. Competitors are ( Fairmont - Raffles Palace - Swissotel - Movenpick - InterContinental - Pullman Zamzam) Sub Channel : Asking an additional question to the customer to find out where the customer finds us in each channel, for example, what application did he see our ad on, what TV channel, etc. Customer Feedback : Add a question on the website to gather information about the customer's country of origin. This can help in tailoring marketing efforts to specific demographics. Source Tracking : Include a question to understand how visitors found the website, specifically if they were referred via social media. This can help in assessing the effectiveness of social media campaigns. Data Analysis Projects : Conduct separate data analysis projects for social media and web data. Utilize all available data to gain insights into performance and areas for improvement. Recommendations ( Needs)

38. Thank You For Your Time Analysis by: Begad Osama