CASE STUDY
When Anthony Green , Group Director Digital Applications and Platforms at Minor Hotel Group , found Tealium , he knew it would be the solution to change the business for the better .
“ As the business grew ,” Green said , “ internally managing 20 to 30 tags at a time became close to impossible . We knew we needed a tag management solution , but we were adamant it could not be just another third-party vendor .”
In a bid to reduce the number of external suppliers , Green opted to consolidate existing data solutions by partnering with Tealium . Tealium worked closely with Green to deliver a bespoke product offering that would complement Minor Hotels ’ business growth strategy . Soon after , Green implemented Tealium iQTag Management which would quickly prove its value by allowing his team to easily manage tagging requirements and increase tag efficiency .
The implementation was quick , the solution itself proved easy to use and the hotel group saw the benefits of rapid tag deployment across multiple hotel groups from a central location .
“ Tealium ’ s support team went above and beyond to ensure we were fully optimizing the capabilities Tealium iQ offers ,” Green said about the implementation process . “ The fact that Tealium immediately eliminated the complexity of manually implementing tags and increased our digital marketing agility speaks volumes about their industry expertise and experience in providing personalized data transformation solutions .”
Less time on administration tasks means more time to push the business forward
Before Tealium iQ , the process of deploying tags could take several weeks . Now , Green ’ s team is able to implement new tags and isolate faulty ones in just a few hours . This new , consolidated approach to entry points means Minor Hotels no longer has to undertake the lengthy process of engaging with third-party developers to adjust source codes or fix technical issues . This can now be done in-house using Tealium ’ s software which streamlines what was once a monumental task , into a quick ‘ tick ’ off the to-do list .
“ Being able to manage our processes inhouse has been critical to the business in terms of generating savings to both revenue and time ,” said Green . “ My team previously spent up to 20 % of their working week managing third-party vendors , but their time has now been redirected more strategically towards business development and further streamlining internal processes .”
Critically , the elimination of multiple third parties greatly reduces the risk of human error . With fewer access points come fewer chances for mistakes to occur . However , in the case that a mistake is made , Minor Hotels ’ IT team can quickly log in in-house and adjust the source code when required .
The comprehensive management of digital marketing campaigns across multiple regions has also become far easier for Minor Hotels .
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