Accubase Introduces Core Services for the Hospitality Industry

Nokomis, FL – May 15, 2017 – Accubase, a marketing technology research and services company, announces the availability of its research, planning and implementation coordination services specifically designed for the hospitality industry. Accubase recently customized its offerings to meet the needs of the hotel, restaurant and golf club management segments of the industry to provide each subscriber a cost effective resource for creating the technology aspects of their marketing initiatives. The compiled research covers thousands of solutions and services to assist teams responsible for both marketing and architecting the necessary marketing technology infrastructure. Accubase’s planning services enable clients to identify marketing and technology solutions to architect a capability plan for a campaign, initiative or as an essential element of a complete marketing plan. Its implementation coordination services guide a business from marketing concept to results.

Accubase understands the roles and value provided by the corporate group, brand, region and individual location and provides services designed to complement each. Understanding the scope and breadth of marketing solutions allows Accubase to formulate Marketing Technology capability roadmaps that provide insights into what’s possible with the resources of the buyer and the innovations from today’s Solution Providers, such as software companies, technology vendors, marketing agencies and consultants.

Today’s solution providers and their products enable time-constrained marketing and IT teams to do more with less and at a faster rate. These solutions number in the thousands, creating a sea of unknowns when embarking upon a new marketing initiative. “When partnering with Accubase, companies are able to generate competitive advantage by architecting the future of their marketing capabilities and then making tactical investments as they navigate their planned roadmap,” said Tim Henthorn, CEO of Accubase. Essentially, Accubase facilitates a company’s ability to identify, design and implement either individual marketing initiatives or comprehensive marketing programs for multiple hospitality industry segments, including:

  • Hotels: Chains, Brands, Ownership Groups, Management Companies, Hotels and Vacation Rentals
  • Restaurants: Restaurant Groups, Management Companies and Restaurants
  • Golf Courses and Clubs: Golf Management Companies, Private Clubs, Semi-Private Clubs and Public Golf Courses

More specifically, Accubase strives to increase marketing capacity and positively influence both the probability and level of success of marketing plans. Accubase is positioned to allow a client, along with its marketing and technology resources, to quickly adapt to the market by regularly invigorating its business with the necessary marketing capabilities required to achieve its planned objectives.

Data Security Considerations from FTC v. Wyndham

The world of ECommerce brought about a new paradigm of managing the digital footprint of today’s electronic transactions. Companies and Solution Providers are both faced with defining security as it relates to the data being exchanged with customers and implementing the proper protection for this information. However, the question of risk or lack thereof was usually a consideration.

What has Changed? – The result of FTC v. Wyndham Worldwide Corporation reinforces the teeth implied by the FTC Act. It clearly holds companies accountable for not only defining privacy policies and terms of service agreements, but requires those companies to adhere to them. While Wyndham was not fined, they are being held accountable by the FTC to uphold assurances they make within their own privacy policy.

According to the FTC, this is where Wyndham misjudged the implementation of their security practices. While it is easy to look at the situation in wonder, the reality is that companies make statements in these policies, but consistently have risks that may cause them to fall short in the actual implementation. The more global a business, the more intricacies may exist. This shows the level of responsibility that the FTC requires regarding how businesses and technologies must protect consumers for all transactions regardless of channel. Given that managing data and its security is a rather dynamic task sometimes fraught with obstacles, it requires a certain amount of diligence.

A Marketer’s Perspective – This should create a moment of pause for most companies that manage customer transactions containing customer and credit card information, whether through a Point of Sale, ECommerce enabled Website, Payment Solution or other technologies that are potential requirements for efficiently transacting business via multiple channels. The needs of each corporation are different and the appropriate people within them should seek guidance from qualified resources to understand if this affects their specific sales and marketing efforts or the products and services they provide to the marketplace.

As a guideline, a business may want to contemplate the following questions:

  • What impact does managing this data have within my business?
  • Are we protecting the data of our customers to the extent necessary?
  • What systems may affect compliance with our Privacy Policy and Terms of Service?
  • What additional technologies will enable us to efficiently manage this data?

Real Applications – Any technology that facilitates a touch point with customers presents an opportunity for transactions to occur and data to be exchanged. Mobile devices, computers and kiosks are just a few examples of solutions that capture this information. The POS, ECommerce, Payment and custom software solutions all may play a role in capturing, organizing and protecting the customer in compliance with a privacy policy and regulation. The bottom line is that this information has a lifecycle and responsibilities that go along with it during that time.

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The Intent of Social Media

Post 1 of 5 in a series

The following series of posts on social media analytics provide a sampling of what you should know about understanding, evaluating, selecting, implementing and managing a measurable social media program.  Use this information as a resource to guide you to the solutions, consultants and agencies that will enable success within your organization.

Introduction – Social Media Marketing enables companies to talk with businesses and consumers on terms convenient to them, as part of their day to day life.  If a particular social media site becomes a preferred and frequent channel of communication between the business and its audience, then the marketer has created an opportunity to have a dialogue with these prospects.  The sharing aspect of these sites enables the savvy marketer to amplify their message while staying within the bounds of restrictions that must be navigated by all marketing programs.

A New Form of Communication – This amplification provides the marketer both access to a broader audience and delivers their message from a friend, colleague or respected person within the receiver’s network.  This enhances the trust of the message and increases the possibility of engaging individuals within this audience.  These fundamentals are the same as those provided by traditional marketing channels since the beginning of time, but offer the added benefit of increased traceability.  Ultimately, the marketer is able to better attribute advertising success to the appropriate channels, content and people that influenced the results.

Each Site has a Purpose – Each Social Media site has specific strengths and purposes.  When a marketing execution is correctly aligned with the goals of the strategic marketing plan and it leverages the strengths of a particular site, each site becomes a precise megaphone for the company, its products and vision.  Furthermore, each site enables a company to integrate their messaging within the prospects’ daily lives and interact with them in a manner that feels comfortable and drives measurable results.

A Marketer’s Perspective – Traditionally, marketers understand the process that involves the four P’s and how a channel or site fit into the puzzle.  However, the explosion of social media sites, measured in the hundreds these days, has increased the complexity of reaching the prospective audience.  This forces marketers to be selective of the sites they choose and also requires additional customization of the content distributed to this intricate web.

Measurement & Analytics – Given the complexity of the channels, sites, devices, networks, content and sharing … metrics and analytics become a necessity.  The high traffic social media sites are now providing their own analytical capabilities within their solutions.  While this is beneficial, it creates a need to get a comprehensive picture of what is happening within and across each of these sites based on their respective strengths and capabilities.  Consistency, comprehensiveness and comparability are the marketer’s friend, but are often directly opposed to the results transpiring within the details of each site.

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