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Centralising EDM Campaigns for a Leading Hospitality Group in Singapore
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Centralising EDM Campaigns for a Leading Hospitality Group in Singapore

A leading hospitality group in Singapore has built a strong reputation within the industry. The group offers a diverse portfolio of residences and brands catering to various market segments. Driven by a commitment to exceptional service and memorable hospitality, the group continues to set benchmarks for quality and innovation.

Project Overview

A leading hospitality group in Singapore has built a strong reputation within the industry. The group offers a diverse portfolio of residences and brands catering to various market segments. Driven by a commitment to exceptional service and memorable hospitality, the group continues to set benchmarks for quality and innovation.

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CHALLENGES

  • EDMs scattered across various formats (Funnel, SFMC, Google Analytics 4) within the business unit, making integration difficult.
  • The absence of a central source of truth for campaign performance results in a fragmented view of marketing and customer data.
  • Difficult to reuse high-performing content or benchmark results, limiting strategic decision-making for website optimization, and marketing activation.

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Project Execution

SOLUTIONS

  1. Collected historical EDMs from multiple data sources and standardised campaign metadata.
  2. Built master Google Sheet to house structured EDM data.
  3. Developed Looker Studio dashboards for analysis and benchmarking, ensuring real-time data visualisation..

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Project Results

RESULT

1. Centralized Campaign Visibility – Unified, filterable view of past EDMs simplifies auditing, referencing, and performance review.

2. Enhanced Campaign Strategy – Marketing teams can quickly identify high-performing campaigns for reuse or inspiration.

3. Foundation for Advanced Insights – Consolidation sets the stage for GA4 integration, automation, and smarter, data-driven campaign decisions

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