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Solution Essence: TargetingHub

Vizergy launches TargetingHub™ to improve access to data assets at hotels and turn prospects into new guests through digital marketing.

Solution Introduction

Vizergy, located in Jacksonville, Florida launched TargetingHub earlier this year. This new hotel analytics and planning solution complements the Vizergy Marketing System, enabling it to extract property level data from core property systems and support the planning and advertising initiatives of the hotel. This need is common to most marketers, and hoteliers are no exception given their data often resides within multiple systems, such as: hotel management systems (HMS or PMS), point of sale (POS) and guest relationship management (GRM or CRM) systems, to name a few. TargetingHub now makes it possible to extract, load and cleanse this data and ready it for use in marketing programs all within a cloud-based, desktop and browser environment.

TargetingHub facilitates simplified analysis, planning and launching of advertising campaigns across multiple marketing solutions. A hotel’s website, search, social, email and direct mail are the primary channels where these campaigns may be run. As a result, hotels are able to increase brand awareness, place their hotel into the search stream of the online user and generate direct bookings in support of the marketing objectives within their annual marketing plan.

Role Within a Hotel’s MarTech Infrastructure

TargetingHub is a flexible system in that it is able to retrieve data assets from most software systems with either basic data exports or more sophisticated data interfaces. Further to this, it is able to work within the context of the numerous flavors of marketing technology infrastructures that may exist at the property level. Whether a property is influenced by the marketing capabilities of a brand, its own marketing and technology decisions, or a combination thereof, TargetingHub is designed to connect to hotel data assets, generate consumer insights and then guide the design of campaigns in selected advertising channels. These channels enable the hotel to reach more guests based either on the characteristics of their previous guests or the demographic and geographic characteristics of similar, prospective guests.

TargetingHub’s data management functionality is useful for many purposes, but the solution is laser focused on generating new customers through the aforementioned advertising channels. As a result, TargetingHub sits in a crucial position for hotels in that it builds upon the value of the existing hotel system data and both simplifies and increases the effectiveness of campaign analysis, design and deployment. Further to this point, its position within the surrounding ecosystem of hotel technology allows it to work well with low, mid or high maturity marketing technology infrastructures. Part of the reason for this is that it contains some highly sophisticated software technologies as part of its own architecture, including Vizergy’s proprietary solutions along with multiple, well-known systems with expansive capability sets.

Core Capabilities

The key facets of TargetingHub provide the capability to extract and manage data assets for the purpose of planning digital marketing campaigns. However, the system goes beyond basic data reporting by generating demographically based consumer insights about the guests that have previously stayed at the property. It is this information that improves the hotel marketer’s ability to design and plan advertising campaigns, which the system facilitates. Briefly stated, the system enhances the inputs for the advertising solutions, but then goes a step further. It aggregates data from across the advertising platforms where campaigns were implemented and tracks performance, allowing the marketing function to continuously improve its advertising targeting and results.

A more comprehensive discussion about TargetingHub’s capabilities may be found in Vizergy’s whitepaper, “Easily Find New Hotel Guests with Existing Data Assets”. This whitepaper was written by Accubase on behalf of Vizergy.

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Capabilities List

Customer Data Importing Customer Data Management
Customer Insights Reporting Customer Demographics Reporting
View Advertising Channels View Advertising Sites
Campaign Planning Manage Ad Targeting Parameters
Marketing Calendar Collaboration
Workflow Campaign Measurement
Analytics Campaign Reporting

Standard Configurations

TargetingHub requires some configuration, for instance with its need to connect to data sources. While this does require setup, it is able to read data in standard formats, eliminating any reliance on a particular hotel’s choices for interface standards or systems. The frequency of the data updates may also be throttled based on the needs of the business.

Properties may contain numerous systems or combinations of systems, creating complexity in the location of all viable data assets. TargetingHub is able to connect to these software systems, providing the marketer access to guest information and their respective reservation activity from any interfaced data source. This allows a hotel to start fast and add new data sources based on business value and return on investment. When considering multiple properties, TargetingHub is able to be implemented across a portfolio of hotel assets and the resulting solution becomes accessible for further analysis related to both operations and performance measurement of marketing programs at each individual location.

The underpinnings that are less apparent to the hotel deploying this solution stem from software partnerships with IBM, Adobe, Google, Facebook and Sojern. The solutions from each of these companies enable a sophisticated set of capabilities that are usually only affordable at the brand level with a significant investment in data science tools and resources. The sheer power of this combination of technologies is impressive.

Budgets & Resources

Regarding money, people, time and technology (MPTT), TargetingHub requires the first three and is the fourth. The monthly cost is low, a few hundred dollars per month, especially when considering the power of the solution and the measurable results it should be able to achieve for most properties. It does require qualified resources to manage it and provide guidance regarding planning and designing advertising campaigns. The solution speeds the design process as does the experience of the person or team responsible for it. Intelligently designed campaigns are the key to success, but the solution comes with many templates to guide the marketer. Joe Hyman, CEO of Vizergy, summed it up nicely when he said, “TargetingHub simplifies omni-channel hotel marketing by leveraging hotel data assets and bringing high return direct channels within reach as a viable consumer business throttle.”

When reviewing the overall opportunity, return on investment and total cost of ownership of this solution, Accubase has a number of tools to assist you as you build and manage your budget, marketing plan and resources. Contact Accubase or Vizergy to learn more and determine if TargetingHub is a worthwhile investment for your property or portfolio of hotels.

 

Vizergy Contact Information

Website: www.Vizergy.com
Product Website: www.TargetingHub.com
Phone: 1-800-201-1949 or 904-389-1130
Email: results@vizergy.com

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Money, People, Time & Technology

Each time we decide to achieve a new project in business, it requires resources. Here at Capsolve, we define resources as Money, People, Time and Technology (MPTT). Whether it is a marketing, technology or another type of initiative, a given effort may require one or more of these resources to make it proceed from concept to solution.

More specifically, marketing initiatives rely upon these same resources in addition to Creativity and the 4P’s of marketing. This formula has shown results many times during the course of its existence. While many other considerations are necessary for a marketing program to experience success, these represent the blocking and tackling of marketing.

Each of these resources may take multiple forms, but ultimately, they create a currency for marketing programs to be executed. While money sounds simple, it may be gathered in its traditional form, or another currency that is of value to a particular team. Examples include raising funds for a non-profit program to occur, paying in an alternative currency such as bitcoin or loyalty points to get value from a program partner.

When discussing People or Human Resources (this label sounds even more appropriate as we take a new step in the era of robotics), there are many forms as well. This may include teams of people within your company or from the many companies with whom you have structured strategic alliances. I have seen many instances of the clever usage of people and their time from many a marketer.

This brings us to Time. How could we create time for an initiative aside from traveling to another time zone? Most of us rely upon adding people to accomplish more in the same amount of time. Others will hire people in other time zones to increase the number of productive hours in a day. These are tried and true tactics to making more happen in less time, but each has its limits.

Finally, what about technology? It doesn’t tend to play a major role in creating money, other than with governments, the lottery and gambling. By the way, I don’t recommend the latter two as reliable funding techniques for your marketing programs. However, marketing technology may play a significant role in creating the equivalent of more People and Time.

Let’s talk about Social Marketing as our example in this case. Every social media marketer realizes quickly that social marketing tools will drastically reduce the time required to disseminate their social marketing content across multiple sites. Even the free versions have this much functionality. Sending content to 5 sites took 5 minutes per site per post. If done with a social marketing tool, it may be done in 10 minutes, a reduction of 60% from 25 minutes. Alternatively, it allows a marketer to distribute content to many more sites than without the technology, creating better reach. Imagine a social marketing program that generates 3 posts per day for 250 days per year. Most businesses within this volume of social marketing require this technology. However, it provides many other benefits that accomplish similar decreases in the use of limited resources within most organizations. As a marketing team climbs the maturity curve for social marketing, the efficiencies increase at least linearly, but are counterbalanced by larger audiences, additional content needs and more sophisticated segmentation.

As you begin to plan and regularly adjust the social marketing component of your annual marketing plan, be sure to consider what technologies could create this type of efficiency with your marketing programs. Optimizing your resources is crucial for any size budget and will usually have a material, if not game changing effect on your use of limited resources.

Category Essence: Sales & Catering Solutions

Sales & Catering systems were the earliest form of CRM for the Hotel, Restaurant and Country Club industries. Recent innovation and an increase in solution providers has changed the playing field for buyers. This technology plays an important role in the sales management and catering management functions for this type of business and usually interacts with many business processes. Capsolve has released a brief introduction to the global S&C marketplace to give buyers and sellers of these solutions a better understanding of market constituents. This report provides: 

  • A summary of the overall S&C marketplace, and
  • Its place within the Marketing Technology Ecosystem
  • The Core Capabilities provided by many solutions
  • The Styles and Strategies employed by Solution Providers within the market
  • Key marketing considerations for this software
  • A glimpse into Current Trends influencing the S&C category

Category Essence: Central Reservation Systems & Solutions

Innovation in the Hospitality marketing and technology ecosystem continues to be driven forward as a result of changing needs for hotels, vacation rentals and consumers. A core technology often playing a crucial role in the MarTech ecosystem of this type of business is the CRS. Capsolve has released a brief introduction to the global CRS marketplace for the industry. It provides:

  • A summary of the overall CRS marketplace, and
  • Its place within the Hotel MarTech Ecosystem
  • The Core Capabilities provided by most solutions
  • The Styles and Strategies employed within the market
  • Marketing Considerations for these powerful solutions
  • A glimpse into Current Trends influencing the CRS category