Digital Alchemy’s New Campaign Central is Virtual Headquarters for Hotel E-marketing

  • Digital Alchemy, LLC.
  • 08.09.12
Digital Alchemy, a pioneer of customer relationship management (CRM) and e-marketing solutions for the global hotel market, introduced a new dashboard reporting tool for hotel marketers that makes it easier than ever to gauge the effectiveness of email campaigns.

The Campaign Central tool, which is being packaged as part of Digital Alchemy’s eCampaign marketing solution, provides at-a-glance and in-depth reporting of all emails, including ROI, click-through statistics, room nights booked and other related data.

Campaign Central is the latest addition to Digital Alchemy’s powerful Customer Portal and provides access to the same comprehensive information as eCampaign's Summary Report, but with a number of valuable enhancements including real-time data updates. Campaign Central tracks revenue per email sent and per email opened, giving hotel marketers a clear picture of how effective any given e-marketing campaign is. Moreover, it keeps a running tally of lifetime revenue generated and the historical ROI for all of the hotel's email marketing campaigns delivered via Digital Alchemy solutions. Campaign Central also archives past e-marketing materials, making it easy to identify and replicate successful campaigns.

“Hotel marketing is difficult enough without having to manually track and analyze the effectiveness of a hotel’s many email campaigns,” said Digital Alchemy CEO Don Hay. “Rather than spending time crunching data and trying to figure out trends in past campaigns, our new Campaign Central dashboard does the heavy lifting automatically. Having a dashboard view of which messaging worked and which didn’t makes it easier for hotel marketers to replicate that success in the future and to spend time focused on ways to generate additional revenue and bookings. It is quite exciting to watch the email open count and revenue booked grow minute by minute and reservation by reservation.”

Along with Campaign Central, Digital Alchemy has made a number of other unique improvements to its eCampaign solution. Campaign summaries can now be grouped by specific property and by affiliate messaging, which is especially helpful for hotels that are members of chains or consortia to sort direct revenue from subsidiary revenue derived from third-party campaigns. Other useful data, such as opt-out counts and unique clicks, joins existing eCampaign metrics including attributable revenue, bookings, open rate and send rate in generating actionable reports for hotel marketers. 

“We continue to have the only system that can measure the actual effectiveness of a campaign, right down to the individual reservation,” added Hay. “Campaign Central takes that to the next level by continually monitoring key information streams so the hotel can see the revenue and ROI instantly.”

Campaign Central is the latest advancement in Digital Alchemy’s comprehensive line of customer relationship management (CRM) and e-marketing solutions for the global hotel industry. Its flagship eRelationship module helps hotels of all sizes craft profitable, long-term relationships with guests. With reservation confirmations, cancellation notices, pre-stay marketing messages and post-stay greetings automated and customized to upsell amenities and reaffirm customer loyalty, Digital Alchemy includes myriad opportunities to build incremental revenue through its CRM email platform.




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