Friday, September 21, 2018

Centralising your data to enable personalised marketing

Hotels have an amazing collection of data, which when stitched together, forms a digital trail of all the interactions which occurred throughout the guest lifecycle.

However, the most common barrier to implementing personalised marketing is that the data is siloed in disparate systems, including Property Management System (PMS), Point of Sale (POS), Central Reservation System (CRS), Call Center, Food & Beverage, Spa, etc. and it doesn’t get consolidated with the rest of the hotel’s extensive online data (Email, Web Analytics, Guest Satisfaction Surveys, and Social Media Platforms).
Single point of truth 
To eliminate those silos, savvy hospitality marketers centralise their data in a CRM system that cleans, augments, and curates the data into a 360-degree view of the guest. With real-time insights about guest history, value, preferences, behaviour, satisfaction, and intent at their fingertips, marketers can then build meaningful interactions throughout the guest cycle via automated digital campaigns and communications.
Digital marketing automation 
Marketing automation is the orchestrated and scheduled approach to sending communications based on data and an established set of rules. It is the logic that powers guest engagement, and with an integrated digital marketing platform, hoteliers can send personalised communications to their prospects and guests on any channel.

About Nicola Graham

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