HTNG North America Conference 2015 - Micromarketing Building BlocksRobert Cole
Presented by:
Robert Cole, Founder & CEO - RockCheetah
RJ Friedlander, Founder & CEO - ReviewPro
Sanjay Nagalia, Chief Operating Officer - IDeaS
Boro Petrovic, Architect - Oracle Hospitality
Mass marketing may not be dead, but it’s arguably dying. Companies are discovering that tailoring offers to specific customers can generate significantly higher sales and profits. But this means connecting information that is managed in at least three different hotel systems. The customer relationship management system typically contains profile, preferences and spending history. Online reputation management systems capture what customers and their influencers think about various products. Business intelligence and revenue management systems take this information to customize an offer that will maximize the appeal to the customer and the price they’ll be willing to pay. The presentation explores key elements of customer decision making, hotel pricing and marketing actions that need to adapt, and how the information from multiple systems can combine to facilitate this process for hotels.