What is the Marketing CRM
Module?
Use the Marketing CRM Module to quickly identify guests who fit certain criteria such as, “Guests from New York who spent more than $500 in the Spa”, or “Social guests who stayed over Thanksgiving the last 3 years”, or “Guests who stayed at least seven nights and spent a total of $2,500,” etc.
To find exactly what you need, you can query on a variety of criteria:
- Guest data (geographic location, VIP status, Total stays, etc.)
- Stay data (booking lead time, length of stay, booking source...)
- Spending patterns (room revenue, spa revenue, golf revenue...)
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Once guests fitting a certain profile have been identified, these records can be exported to an external email program for targeting marketing campaigns. Although
Datavision's marketing module does not actually send out the emails, it allows you to create marketing campaigns within the system to track the progress of your efforts.
Since the Marketing Module extracts data from the PMS everyday, you can check the booking progress every day and proactively tweak the campaign, if necessary. Also, once the campaign dates have passed, the system can help you gauge the success of the campaign.
The module allows you to map both the guests who are part of the current data set and also those guests who responded to the campaign and made bookings. This information can be very useful in assessing the success of the campaign and also in providing you with valuable feedback regarding geographic targeting and response rates.
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