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Definitely Doug 10/18/19
Posted: 12/06/2019

Sustainable Innovation
 
Sustainability can yield multiple benefits to hotels. Saving energy and water yields direct cost savings. Revenue can be generated by guests who prefer to deal with businesses that minimize their environmental impact. And many would argue that conserving scarce resources is simply the right thing to do.

Definitely Doug 12/6/19
Posted: 12/06/2019

Meetings Innovation
 
The sale and delivery of groups and meetings is perhaps the most significant and under-automated functions for many hotels. Even though groups often account for 30% to 60% of revenue, most group bookings are still handled manually for most if not all of steps, as they move from a meeting planner’s research to a confirmed booking.

The biggest enemy to any system is complexity. In a system of inputs and outputs, such as an enterprise system, more complexity means more parts are used in interaction with inputs to create the outputs. Every part that must be built and maintained costs time and money

Tracking the evolution of key performance indicators (KPIs) over time allows hoteliers to identify meaningful trends, create forecasts and budgets and assess the results of different strategies. To perform this kind of analysis, data has to be recorded within consistent time intervals and in chronological order. This is known as a time series.

Definitely Doug 11/15/19
Posted: 11/15/2019

Every time I turn around these days, I see a new vendor or product promising something called a complete Guest Experience Management, Guest Journey Management, or Guest Engagement (or some variation on those words). This week I looked at some of the emerging products claiming to be in this space, both to try to better understand it, and to see what promising ideas it may hold.



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Use Data as a Wrecking Ball: Tear Down Marketing Silos with a Single Focus on Consumers

10/06/2014
by Lisa Arthur

I live and work in Indiana, a state rich with both high-tech and agribusiness, so believe me, I understand the value of silos... for farming, that is. Corporate silos are another matter entirely.

Corporate silos are outdated. They’re impractical, and (I can’t be any more direct than this) they have no place in the modern enterprise. Silos, whether within marketing itself or between marketing and other departments, impede virtually everything that’s vital to success in today’s fast-paced and multifaceted business environment.

Even so, dismantling traditional corporate structure isn’t easy. How do you begin?

I tackle this topic in great detail in my book, "Big Data Marketing"; but in a nutshell, it all comes down to one thing: using your customer data as a wrecking ball.

Follow these five steps:

Set a customer-focused vision and strategy: Communicate and drive a shared understanding of expectations, goals and anticipated returns. The key: Identify where customer data lies across the business and integrate it to create a single view of all the interactions customers have with your company. Our research shows that only 18 percent of marketers have this kind of insight. Resolve that today, a single view of your customer data becomes your first priority.

Collaborate so everyone’s a part of marketing: Since every customer-facing function needs to deliver your message, you need robust communication channels for two-way exchanges of information. Some companies use circulated reports with scheduled cross-functional team meetings. Others make this a standing topic in quarterly or operational meetings. Alternatively, you could create an internal collaboration platform like Jive or Chatter to provide real-time updates to the appropriate team(s).

Remain transparent: You need buy-in beyond marketing. To get it, equip yourself with the right tools. Today’s technologies allow you to track your way toward revenue goals, get instant visibility into spending and campaign ROI, and know where you stand on customer satisfaction, market share growth and virtually any other metric. Transparency between sales and marketing is especially essential. It enables sales to provide you with the feedback needed to optimize marketing initiatives.

Share what you did: Communicate results with the entire company so others learn where opportunities exist and what’s been improved. Use data to demonstrate marketing’s contribution to the company’s objectives, and give them what they want – not how many Facebook “likes,” but return on marketing investment (ROMI) or the number of marketing-qualified leads.

About The Author
Lisa Arthur
Chief Marketing Officer
Teradata


As the chief marketing officer for Teradata Applications, Lisa Arthur serves as an industry thought leader driving integrated marketing management (IMM) applications for Teradata Corporation. A 30-year technology industry marketing veteran, Lisa has received numerous awards and is a frequent speaker and prolific writer who masterfully combines a distinctive energy and enthusiasm with her depth of knowledge when sharing her thoughts on today’s most compelling marketing topics.

 
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