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 Accubase, 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 simply couldn’t afford not to have 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.

Safe Harbor to Privacy Shield

As of December 2015, the European Parliament, Council and Commission have approved the rules associated with the General Data Protection Regulation to replace the 1995 Data Protection Directive within the European Union (EU). This becomes an important consideration for companies based in the United States and other countries due to a fundamental change with regard to the regulation. The EU-US Privacy Shield complements this to set expectations for how data will be treated when it flows across the atlantic.

What has Changed? – Specifically, any company doing business with a citizen of the EU while the person is on its soil, will be held accountable to these rules defined by the EU Commission. However, each company’s accountability will be to their respective country’s Supervisory Authority. This of course requires the country to have this Authority in place and enforceable laws for businesses to understand. This applies to personal data as documented by the EU, which is defined as follows:

“Personal data is any information relating to an individual, whether it relates to his or her private, professional or public life. It can be anything from a name, a photo, an email address, bank details, your posts on social networking websites, your medical information, or your computer’s IP address. The EU Charter of Fundamental Rights says that everyone has the right to personal data protection in all aspects of life: at home, at work, whilst shopping, when receiving medical treatment, at a police station or on the Internet.”

Other key changes for businesses are:

  • Simplified transactions for companies doing business in the EU due to a consistent set of data protection rules across all EU countries
  • One Supervisory Authority for each country for accountability purposes
  • Consistent rules will be built into products to promote privacy-friendly innovation

Additionally, this changes the world for consumers, such that it provides:

  • Accessibility to a person’s own data in a clear and understandable way
  • The right to data portability from one service provider to another

Assuming this is finalized as scheduled in the spring of 2016, it will become law at the same time in 2018. The GDPR has many more aspects to it as defined in the full document, but this highlights a few considerations for US companies that have a presence in the EU or do business with EU citizens. Ultimately, it will cause the US to consider what role its corporations will play in the protection of data associated with EU citizens.

Lastly, the EU-US Privacy Shield was constructed to regulate trans-atlantic data flows between EU and US companies and protect the rights of EU citizens when their data are being processed by US companies. The Privacy Shield replaces Safe Harbor and provides new parameters for US companies processing data containing information about EU citizens.

A Marketer’s Perspective – While these changes mostly affect companies and consumers located in the EU, the subtleties affecting the US are important for selected businesses. Professionals will be able to guide your company as to how these changes affect your company and whether changes are required to prepare for compliance with the regulation. However, a few questions to consider are:

  • Does my company sell or market to companies or citizens within the EU?
  • Does my company transact business with citizens within the EU?
  • Does my company share data with entities where EU citizen data are being exchanged?

Depending upon your answers to these questions and formalization of the agreement by the US to comply, you may need to adjust marketing policies and procedures. More to the point, marketers may need to be cognizant of how data under the scope of this prospective law is captured, shared and exchanged.

Real Applications – Given the status of the GDPR and Privacy Shield for the US and EU, there is more to come. If finalized, the Federal Trade Commission will be responsible for enforcing the privacy statements made by US companies needing to process EU data. Stay tuned to what the future holds as the final result may be a minimal change or set the stage for more meaningful transformation well beyond the boundaries of the EU.

Sources:

Rita Heimes, Gabriel Maldoff & Anna Myers for, “Top 10 operational impacts of the GDPR”,  International Association of Privacy Professionals, January 28, 2016. Web. February 4, 2016.

“General Data Protection Regulation”, Wikipedia, January 25, 2016. Web. February 4, 2016.

“Agreement on Commission’s EU data protection reform will boost Digital Single Market”, European Commission, December 15, 2015. Web. February 4, 2016.

Stephen Dockery, “EU Data Law Shows Way Forward for Next Safe Harbor Agreement”, Wall Street Journal, December 18, 2015. Web. February 4, 2016.

“EU Commission and United States agree on new framework for transatlantic data flows: EU-US Privacy Shield”, European Commission, February 2, 2016. Web. February 4, 2016.

“Statement of FTC Chairwoman Edith Ramirez on the EU-U.S. Privacy Shield Agreement”, Federal Trade Commission, February 2, 2016. Web. February 4, 2016.

“EU-U.S. Privacy Shield”, Federal Trade Commission, February 2, 2016. Web. February 4, 2016.