Costs, KPIs, Metrics

and Analytics

Semester 1 2023/24
Marketing
Spending money to make money
For the year, not the month
Against total, Spa, Leisure, Golf and for
Rooms plus F&B, in other words people
staying
Marketing Against Revenue
Marketing Against Revenue

All information
in one
visualisation Tre
ndl
ine
Revenue

Chart type nd
e
scatter Sp
Marketing Against Revenue

Vary position
of individual
labels
manually
Marketing Against Revenue

Problem
children
Marketing Against Revenue

High
Performers
Marketing Against Revenue
Taking marketing spend per hotel
against total revenue, find that units
6, 16 and 20, previously identified as
possible areas for concern, are lower
on revenue versus marketing spend
whereas units 2, 5, 8, 10 and 15 are
producing a greater return for
equivalent marketing spend.
Marketing Against Revenue - how
KPI – Key Performance Indicators
Revenue and cost KPIs
Without revenue you will not have to worry
about costs because you won’t have a
business
Mapping differences in KPIs is about the best
bet
ADR - Average Daily Rate
Plot individual hotels in trellis?
Zap the zeroes
ADR - Average Daily Rate

All hotels or
a selection –
comparison
of patterns
KPIs
COS% For Rooms, Food, Beverage
Catering Payroll % to F&B Sales
Leisure, Spa, Golf, Payroll % to Sales
Rooms Expenses per Room Let
Catering Expense % to F&B Sales
Leisure, Spa, Golf, Exps % to Sales
Other Metrics
Rooms Dept Profit
F&B Dept Profit
Leisure Dept Profit
Spa Dept Profit
Golf Dept Profit
Total Profit
Comparatives
Totals?
Percentages?
Averages? Moving averages?
Trends? Rank?
Frequency distributions?
Cross tabulations?
Your Audience
Identify your audience
See the assessment spec
Professional language, to the point
Visualisations that mean something
Explanations not duplications
Don’t state the obvious or assume too
little knowledge
Your Visualisations
Complete in themselves
Use them to illustrate your findings
Need to be simple and obvious
Think what you’re trying to say
Say it in the visualisation
Easy on the colour, use it professionally
Bar, line, scatter preferred
Visualisation Essentials
Need some way of reading quantities
Title required always
Axis labels may be required
Modifying axes, data labels, legends, line
widths.
Modify from default
Making effective and clear
Visualisation Examples
Visualisation Examples
Visualisation Examples
Visualisation Examples
Visualisation Examples
Visualisation Examples
Visualisation Examples
Visualisation Examples
Visualisation Examples
Visualisation Examples
Visualisation Examples
Visualisation Examples
Visualisation Examples
Your Writing
Layout important
Clarity of presentation
Professional report
Use text wrap
Think that you may be presenting in print
Title and table of contents
What you should have done
Weeks 1-3 – techniques
Week 2 – the assessment template
Weeks 4-6 – Option, Thematic Analysis,
HR or, Marketing Analytics
Weeks 7-9 – Performance Analytics
You need to (yes, yet again):
Analyse, not just report
Generate and use evidence
Use the evidence to justify what you are
saying
Style it for your audience
DO NOT BE TEMPTED BY GENERATIVE AI
Costs, KPIs, Metrics
and Analytics

Semester 1 2023/24