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Integrating online and offline channels to accelerate growth

In the Travel & Hospitality, digital advancement is redefining how companies capture demand and scale growth. The customer journey most often begins online, with high levels of research, comparison, and content influence.
On the other hand, in the Brazilian context, physical and assisted channels remain highly relevant especially for more complex journeys such as personalized itineraries, full packages, advisory services, financing, and human support.
This scenario establishes omnichannel as the new rule of the game: consumers move seamlessly between channels, demanding a fluid, integrated, and consistent experience. For companies, this reinforces the need for unified data and a single customer view ensuring not only better conversion attribution but also more effective personalization throughout the entire journey.
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Building a data strategy for scalable growth

CVC Corp is one of the leading tourism players in Brazil, operating with a model that combines physical scale through owned stores and franchises with an increasingly relevant digital presence. This characteristic uniquely positions the company in a market where consumer behavior is inherently hybrid.
In recent years, the company has accelerated its digital transformation, with clear improvements in online channel performance and integration with physical operations. This movement strengthens not only its omnichannel model but also its ability to activate campaigns, offers, and journeys at scale, in line with evolving consumer behavior.

At the same time, this expansion brings a critical structural challenge:

the increase in interactions, channels, and touchpoints makes data management more complex. In a scenario where customers move between online and offline environments, fragmented data becomes a major bottleneck directly impacting personalization, campaign efficiency, and, above all, conversion and loyalty throughout the journey.

How Jotta eliminated friction in the customer journey with integrated data and CRM

Faced with increasing customer journey complexity and the expansion of touchpoints, CVC Corp  identified the need to evolve its data and CRM maturity as a strategic step to sustain growth and competitiveness.
To accelerate this transformation, CVC Corp partnered with Jotta, bringing deep expertise in the Travel industry and strong knowledge of the Oracle solutions ecosystem. This combination was essential to structure a value-oriented approach, connecting strategy, technology, and execution.

 

The project was designed with clear, business-driven objectives:
  • Consolidate and unify customer data from multiple sources and channels
  • Increase the level of personalization in communications and offers across the journey
  • Improve agility in campaign creation, segmentation, and activation
  • Enhance conversion rates and CRM efficiency

More than a technological initiative, the core objective was to establish a single customer view (Customer 360), capable of connecting data, channels, and interactions.
This enabled CVC Corp to evolve toward a truly data-driven model, with more relevant communications, more accurate decisions, and a more consistent end-to-end experience supported by a robust technology foundation and Jotta’s specialized expertise.

The strategic response:

Fast Jotta CDP as a customer centric data architecture

Was an initiative focused on implementing a customer-centric data and marketing architecture, aimed at building a 360º view and enabling intelligent data activation.
Led in partnership with Jotta, the project followed a practical, results-oriented approach, combining strong Travel industry expertise with deep knowledge of the Oracle ecosystem. This allowed for faster decision-making, reduced technical complexity, and an implementation aligned with business goals.

In practice, Fast Jotta CDP enabled three key pillars:

Customer 360º

Consolidation and unification of customer data, including identity management and a single view across the entire journey.

Intelligent activation

Creation of advanced segmentation, personalized journeys, and behavior-driven campaigns.

Use case driven evolution

Incremental value delivery in short cycles, prioritizing business impact over traditional long-term models.

We connected an integrated ecosystem with the customer at the center, powered by data, channels, and decisions

The architecture was designed using leading Oracle solutions, enhanced by Jotta expertise in integration, activation, and data strategy:

  • Oracle Unity CDP: data unification, enrichment, and governance
  • Oracle Unity Behavioral (Infinity): real-time behavioral capture and digital interaction tracking
  • Oracle Responsys: orchestration of journeys and large-scale personalized campaign activation

This technology stack, combined with Jotta’s strategic leadership, enabled CVC Corp to establish a solid foundation to advance its data and CRM maturity connecting data, channels, and decisions in an integrated and scalable way.

 

How we structured data to enable real value across an omnichannel ecosystem

More than a technology implementation, the project required the structuring of a complete data ecosystem and efficient integration across platforms, channels, and business areas. In an omnichannel context like CVC Corp, the challenge was not just connecting systems, but ensuring data was reliable, actionable, and scalable.
With Jotta’s leadership and expertise in complex Oracle-based projects, several critical challenges were addressed:
  • Source mapping and analysis: identification of relevant tables, events, and data, including the treatment of inconsistencies and data gaps
  • Multi-source integration (online and offline): consolidation of transactional, behavioral, and profile data across the customer journey
  • Data quality and governance: standardization, cleansing, and rule creation to ensure reliability and efficient marketing use
  • Customer 360 construction: identity resolution considering multiple identifiers and cross-channel interactions
  • Platform orchestration: seamless integration across Oracle Unity CDP, digital behavior, CRM, and analytics environments, including Databricks
  • Time-to-market: building the data foundation while delivering value quickly through incremental, use-case-driven releases
These challenges reinforce that data-driven transformation goes beyond technology it requires strategy, governance, and execution capability, areas where Jotta played a decisive role in ensuring consistent project evolution.

Jotta: Orchestrating Transformation with Strategy and Execution

Jotta acted as CVC Corp strategic partner, leading the Fast Jotta CDP initiative end to end. With strong Travel industry expertise and deep mastery of Oracle solutions, Jotta connected strategy, data, and technology to accelerate value generation. Its role included leadership of the Fast Jotta CDP initiative aligned with strategic objectives, building an integrated architecture connecting Oracle Unity CDP, Oracle Unity Behavioral (Infinity), Oracle Responsys, and Databricks; translating data into actionable business assets; prioritizing impact-driven use cases; accelerating marketing activation with personalization at scale; and enabling the CVC Corp team to ensure autonomy and continuous evolution.

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Structured and reliable data foundation

Source organization and key data definition

We mapped core sources, structured tables, and prioritized relevant data, ensuring consistency, traceability, and readiness for efficient activation.

Connected and scalable architecture

Platform integration and continuous data flow

We built an integrated ecosystem across Databricks, Oracle Unity CDP, Oracle Unity Behavioral (Infinity), and Oracle Responsys, ensuring scalability, governance, and high reliability.

Unified customer view

Quality, standardization, and identity resolution

We applied cleansing, standardization, and identity resolution rules, consolidating a reliable and actionable Customer 360 view.

Expanded behavioral intelligence

Digital journey capture and interpretation

We implemented behavioral tracking with Oracle Infinity, deepening journey understanding and enhancing segmentation capabilities.

Agile, value-driven activation

Segmentation and journeys focused on results

We structured audiences and journeys with rapid delivery to Oracle Responsys, ensuring practical, measurable, and impact-oriented activation.

Continuous, incremental delivery

Short cycles of value evolution

We adopted the Fast Jotta CDP methodology, prioritizing incremental, use-case-based deliveries and balancing foundation growth with fast results.

Strategic Results: CVC Corp Evolution with Fast Jotta CDP

The Fast Jotta CDP initiative delivered tangible results aligned with CVC Corp  strategic expectations linking technological evolution to real business gains.

CVC Corp goals included greater data control and intelligence through a 360º customer view, increased personalization, improved marketing performance, and faster campaign execution, as well as greater autonomy for business teams in data activation.
In practice, the results achieved brought this vision to life:

  • CDP implemented and integrated: effective connection across Oracle Unity CDP, Oracle Unity Behavioral (Infinity), Oracle Responsys, and Databricks
  • Unified, actionable data: consolidated customer information ready for campaigns and journeys
  • Personalization enabled: initial use cases delivered, with smarter segmentation and more relevant communications
  • Operational agility gains: significant reduction in campaign creation, adjustment, and execution time
  • Foundation for continuous growth: structured base to advance data-driven maturity and scale new use cases

As a result, CVC Corp perception of the project was extremely positive. The delivery not only met initial expectations but also reinforced the value of Jotta’s accelerated approach. The company gained greater visibility and control over its data, creating a solid foundation for new opportunities in personalization, operational efficiency, and revenue growth.


How we transformed unified data into growth, efficiency, and competitive advantage in Travel & Hospitality

The transformation experienced by CVC Corp highlights a decisive factor for the Travel & Hospitality industry:
data unification has become one of the primary drivers of sustainable growth and competitive differentiation. In a highly competitive market, where margins are under pressure and customer experience has become a central decision criterion, data moves beyond an operational support role to assume a strategic position at the core of business decision‑making.
As customer journeys become increasingly fragmented across digital and physical channels, operating without an integrated view of the customer limits performance, increases acquisition costs, and weakens the ability to drive loyalty. Data unification addresses this challenge by enabling a single customer view, connecting history, behavior, and context in real time. The direct impact is faster, more accurate, and value‑driven decision‑making.
From an executive perspective, these benefits translate into clear business outcomes:
  • Greater operational efficiency;
  • Higher conversion rates;
  • Increased lifetime value (LTV);
  • Improved return on marketing and relationship investments.
By turning dispersed data into actionable intelligence, organizations can focus resources and efforts on interactions with the greatest potential for return.
When this unified data foundation is enhanced with artificial intelligence, the model evolves even further. Personalization shifts from reactive to predictive and scalable, enabling anticipation of intent, more relevant offer recommendations, and dynamic adjustment of communications throughout the entire journey. The result is a stronger customer relationship, higher engagement, and consistent growth in recurring revenue.
For digital platforms in the Travel sector, this shift represents the transition from a predominantly transactional model to an experience‑driven, long‑term model, where each interaction contributes to brand strength and continuous value creation. Integrated data becomes the foundation for scaling personalization, streamlining operations, and sustaining growth in complex omnichannel environments.
In this context, initiatives such as Fast Jotta CDP demonstrate how the combination of unified data, intelligent activation, and disciplined execution can accelerate data‑driven maturity and position companies like CVC Corp more competitively in the market. More than a technological initiative, it is a strategic decision that connects data, intelligence, and business to drive results today and prepare the organization for the future.

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