Stephanie Sparks Smith

Nov 20, 2024 | hotel-online.com | Stephanie Sparks Smith

By Stephanie SmithThere continue to be silos in commercial strategy. Let’s dig deeper into how digital marketing needs to function to guarantee a seat at the table. Marketers need to first understand that all their acronyms mean nothing if the hotel isn’t getting its fair share and not taking market share from the competition. Our world is full of acronyms. SOV, ROS, CPM, CPC, ROAS, KPI, CTA, CTR… and the list goes on. They ultimately don’t matter if total hotel performance is not there.

Nov 10, 2024 | hotelexecutive.com | Stephanie Sparks Smith

There continue to be silos in commercial strategy. Let’s dig deeper into how digital marketing needs to function to guarantee a seat at the table. Marketers need to first understand that all their acronyms mean nothing if the hotel isn’t getting its fair share and not taking market share from the competition. Our world is full of acronyms. SOV, ROS, CPM, CPC, ROAS, KPI, CTA, CTR... and the list goes on. They ultimately don’t matter if total hotel performance is not there.

Aug 5, 2024 | hospitalitynet.org | Michael Goldrich |Stephanie Sparks Smith

At the recent HSMAI Commercial Strategy Conference, Stephanie Smith, CEO of Cogwheel Marketing & Analytics, delivered a presentation on the intricacies of marketing within the broader commercial strategy. Her goal was to provide a marketing perspective that complements the revenue-focused insights shared by other industry leaders. Her delivery and extensive knowledge offered attendees practical tools to enhance their commercial strategies.

Apr 17, 2024 | hotelnewsresource.com | Stephanie Sparks Smith

HSMAI Report: Taking Commercial Strategy To The Next Level    This report and accompanying Commercial Effectiveness Organizational Assessment was created by the HSMAI Commercial Strategy Workgroup. HSMAI’s Commercial Effectiveness Organizational Assessment allows a hotel organization (individual hotel, management company, ownership group, or brand) to assess and score their implementation of the 11 key drivers of commercial excellence:** 1.

Apr 16, 2024 | hotelnewsresource.com | Stephanie Sparks Smith

Evolving Past ROAS as the Primary Marketing KPI    Traditionally, Return On Ad Spend (ROAS) has dominated as the primary metric for evaluating the success of marketing initiatives. As we evolve past ROAS, I wanted to get the take from my fellow experts on the HSMAI Marketing Advisory Board. We had an engaging discussion around other KPI's that our organizations lean into to show value in our digital marketing initiatives. Read on for some key takeaways and ideas to get started.