How we use our first-party data can transform how we build and execute our marketing strategy. There are many tools and platforms on the market that can help us creatively collect, manage and leverage our data. A relatively new area to explore is customer data platforms (CDP).
According to the CDP Institute, a CDP is “packaged software that creates a persistent, unified customer database accessible to other systems.” The software is most often purchased and used by marketers, although IT teams may still need to configure and maintain it, and it is said to be easy to update as new needs arise. Are growing. CDPs also pull data from other systems and tie the data back to the client to create a more robust profile, among other features.
As we continue to look for ways to streamline processes and be more efficient, while remaining compliant with ever-changing rules around data use, using CDPs may be an option marketers are beginning to consider.
Recently, the HSMAI Marketing Advisory Board discussed the various aspects of CDPs and the methods they believe hospitality marketing professionals could use at work to better understand and engage with their customers.
“We’re constantly digging into customers’ CDPs and uploading the data they have access to, as well as the different categorizations they’ve linked to their records, like if they’re loyalty members, how many stays they’ve had, how many how much money they spent last year, what type of group they traveled with, what part of the country they traveled from, etc. With the move away from the cookie, first party data collection is so important because we could take that information, plug it into our DMP, and create similar models around the cohort they want to create for the next iteration of their marketing campaign, they can find a lot more people to message to, and through the data , they know when to reach customers, what type of media they consume, what type of images and texts they will respond to, etc. a rich way to leverage CDP and all the data that comes with it.
Real-time geolocated personalization
“Most of my career has been spent in large, complex resorts where you’re trying to generate revenue for a variety of businesses on one campus. You can use real-time location-based personalization to extract relevant location information such as weather and overlay it on the customer’s profile using predictive modeling rules. When you’re presenting a complex product and your storytelling is very intricate, the ability to get that detail with the message is fascinating. »
Selection of loyalty incentives
“This year, we are reimagining the way we build loyalty. We largely own and operate most of our hotels and offer a lot of experience. A third of our revenue comes from ancillary aspects of the business, whether it’s our food and beverage, golf or spa. When we look at what a newly imagined loyalty program is, it will be largely experience-based and ancillary revenue generation. From an incentive selection perspective, we’re looking to merge and take the data from all of these disparate spa, golf, and membership systems, and integrate it into the CDP. This will then allow us to use email marketing or other means to digitally target the customer and help increase revenue. »
Agent access to individual profiles
“Agent access to individual profiles puts this powerful data in the hands of our associates who go and speak to guests. Much of what we do is truly a human experience, and we want that customer to not only interact with us digitally, but have a great on-property experience. Giving our associates access to this data opens up more exciting ways to build customer loyalty and that lifetime customer value.”
“At my company, everything we do is done through push notifications. And if you’ve used our app before and are looking for a specific destination, flight or hotel, we push notifications right to your lock screen. what this allows us to do is see exactly what people are looking for and let them know that prices have dropped, there are new amenities at the hotel, or there are has mandates or mass travel restrictions they should be aware of.
Measure campaign effectiveness
“We work with many branded hotels, and what we would like to see is full ROI from our campaigns. The more ROI we can show our owners, the more they are willing to spend. money for these campaigns.We are working with brands to see if we can track people who book through one of our campaigns and find out how much money they are spending on hotel restaurants, golf, spas, etc. This return on investment should always go towards the campaign compartment and not just the overnight stay.
Identify channel preferences
“Our loyalty base on the gaming side is super large. We communicate with them through a multitude of channels, whether it’s direct mail, email, text or the app. We also do targeted marketing on social media, as well as more general sending of resort emails.It is crucial to understand, at this individual level, what their preferences are for receiving communications from us and which channels have the most impact.”
Abandoned cart campaigns
“What I want to focus on this year is improving our conversion rates in our direct channel. I want to be more effective with our marketing and targeting. all of this and more in terms of helping to close the conversion gap for people who take some action, but may not quite finish. Maybe that includes giving them a very relevant message by overlaying some of the topics they already care about or any behavior they engage in on our site or off site.
Selection of offers in real time
“A big question for us is, once we have them in our store or on our site, how can we continue that personalization? How can we continue to learn from their behaviors and what can we use to attract them and keep them coming back? The focus is on retention and stopping churn and personalizing our messaging to customers.”