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Easily Find New Hotel Guests with Existing Data Assets - Improve marketing outcomes with TargetingHub

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

Guest Post by: Tim Henthorn | CEO, Accubace

As seen on Accubase

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.

Request the Whitepaper

Capabilities

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.

Request the Whitepaper

For more information about Targetinghub, please call 904.389.1130 or contact Vizergy at results@vizergy.com.

 

Hurricane Irma Update: Vizergy is Back In Action and Wants to Offer a Helping Hand

As Hurricane Irma leaves her mark on Florida, we would like to thank our clients, competitors, friends and family for your concern and patience through this disaster.  We truly appreciate your thoughts and prayers.

At this time, we are thankful to report that all the members of our Vizergy family have checked in and are safe.  The Jacksonville area was hit especially hard with flooding.  The storm affected certain areas of the city more than others, leaving downed trees and debris that will take several weeks to clean up.

Vizergy Digital Marketing

Vizergy Launches New Responsive Website Template – Aurora

Vizergy is proud to announce the launch of the new Aurora website template built to fit the needs of our hotel clients!

This new website template was built to fit the unique personality and needs of any property.  As many of Vizergy’s craft template websites are, Aurora is designed to be very versatile and can be formatted in many different ways to cater to any type of property.

This design has a fresh, modern feel to it and is meant to showcase the property and/or surrounding location with the use of large beautiful imagery.

Five Important Hotel Related Takeaways from the BrightEdge Share14 Marketing Conference

The BrightEdge Vizergy Partnership

At Vizergy, we work closely with BrightEdge, a search marketing authority that offers an enterprise grade SEO platform.  Our partnership is an essential component of our advanced SEO strategies.  The analysis, tools and research they provide ensure our SEO services are as in depth and effective as possible.

The Share 14 Conference

For the past four years, BrightEdge has hosted an annual “Share” search marketing conference.  Last week, along with over 1000+ other search marketing professionals including Marriott, Hilton, Hyatt, Starwood, and Choice Hotels from the hospitality sector, I attended the most recent conference, Share 14.  Several of the presenters were from high profile companies such as Google, Bing, YouTube, Facebook, Marriott International, Hilton Worldwide, General Motors and Microsoft.  To say the least, there was a substantial amount of knowledge present, and best of all, the knowledge was shared with everyone in attendance.

Here are five takeaways most relevant to the hospitality industry:

  1. Get social!  It’s important to utilize sites like Facebook and Twitter to help promote your property’s creative content.  Think “quality over quantity” with your posts.  Find out what travelers want by reviewing what they like, share and retweet.  Facebook is helpful when looking at multi-touch conversions.  Typically, a consumer gains awareness through Facebook and then returns through paid search efforts.  This causes Facebook ads and posts to be undervalued as a conversion source when they are, in fact, an aid to paid search performance.  Facebook even allows you to reach more targeted travel shoppers with Website Custom Audiences.  This increases return on ad spend, as seen with case studies.
  2. Content is king!  Or is it?  These days, SEO is more about user experience and NOT about keyword stuffing.  Are guests and travel shoppers finding what is relevant to them; how fast are they finding it?  We should also be more focused on earning quality links, not just building them. One link from a highly credible, relevant site is more powerful than several links from sites with little or no related value.
  3. Content marketing.  Think about the information you are putting out there.  Will it engage your target audience?  The goal is to present information that consumers want, and sometimes (especially off your website), that may not be anything specific about your property.  Bing’s Duane Forrester mentioned that the majority of what you post on social media and blog outlets should be about someone or something else.  Your job is to be a resource, but your business alone is not the full resource that people need.  Be creative.  Think about what kind of fun and interesting facts or information shoppers want to know along their travel purchase process.
  4. Keep cadence in mind.  When you publish a video that goes viral, your traffic soars, and you get tons of social media coverage.  Seems great, right?  Well it could be if you keep it going.  According to YouTube’s Sarah Snyder, once buzz goes away, you’re basically right back where you started.  It doesn’t help the long-term, overall growth of your online presence.  But if you focus on cadence (suggested by Alex Volk at Microsoft) and regularly post a monthly video or special offer, especially right after a viral video, then your initial traffic spike could lead to better overall growth.brightedge share 14
  5. Optimize for Mobile.  This goes back to optimizing for user experience.  When a user visits your site on a mobile device, they may not be looking for the same thing as they would on their desktop.  In a mobile environment, overall copy must be condensed, and a clear call to action must be visible right away.  For example, a travel shopper may prefer to book on their desktop, while they’d rather use “click to call” functionality on their smartphone.  In this case, conversions should be tracked differently.  The booking and call are both conversions, but come from different sources.  Whatever the case, always present the ideal amount of information and track conversions per device.

For more information on BrightEdge, visit their website.

For more information on how Vizergy’s SEO services deliver the best visibility and ROI, click here.