The Barceló Hotel Group, a division of the Barceló Group, which operates over 190 luxury hotels across 26 countries, is taking customer experience (CX) to new heights by harnessing the power of real-time customer data. Using a Customer Data Platform (CDP) built on Amazon Web Services (AWS), Barceló is diving deeper into its first-party data to deliver more personalised and effective customer interactions.
By integrating Tealium’s cutting-edge technology with Amazon DSP and Amazon Marketing Cloud (AMC) from Amazon Ads, the hotel group has significantly improved the quality, management, and activation of data across its global organisation. This agile and flexible tech stack has empowered Barceló to transform how they understand and engage with their customers at every stage of their journey.
“We are very pleased with the results,” said Joan Salom, Data and Analytics Manager at Barceló Hotel Group. “By focusing on first-party data strategies, we’ve reduced our reliance on third-party cookies while utilising Amazon Ads clean room technology and DSP as a reliable solution.”
Manuela Misuraca, Global Performance Marketing Manager at Barceló, highlighted the benefits of this integration: “Connecting Tealium with Amazon Marketing Cloud has enabled us to gain better insights into our customers’ journeys throughout the marketing funnel. This allows us to optimise audiences, particularly focusing on our mid-funnel strategies.”
The Barceló Hotel Group also teamed up with data company Jakala to activate and manage its media campaigns within Amazon DSP and AMC. This collaboration has resulted in significant improvements in ad relevance and conversion rates. Rafael Cervera, Activation Associate Manager at Jakala, noted the tangible impact of these efforts: “Through this analytical approach, we’ve been able to tap into new Amazon audiences, leading to an incremental revenue increase of 23% and a 21% improvement in efficiency during the consideration phase.”
Tealium’s platform, known for its flexibility and vendor-neutrality, allows organisations to unify and enhance customer data across various systems, including CRMs, marketing platforms, and analytics suites. With over 1,300 turnkey integrations, including the latest Amazon Ads collaboration, Tealium continues to be a key player in helping companies like Barceló Hotel Group build seamless, data-driven customer experiences.
As part of its commitment to innovation, Tealium recently signed a strategic agreement to accelerate growth and enhance customer success. This partnership with Amazon Ads underscores the strength of their combined technology in driving performance and customer engagement.