How to Boost Your Bottom Line with Data Mining
A stunning winter wonderland – Vail Cascade Resort, site of the HUG Conference 2013. The hot topic at this cool venue? Use data mining to tailor marketing messages that hit your target audience.
Data mining is about to revolutionize how you do business. How big a deal is it? Consider how the combustible engine changed the transportation industry.
Right now at a minimum, property management system (PMS) data can help you forecast where to find customers based on past trends. But with data mining, you can crunch those same numbers and precisely predict your very best markets.
Attract potential customers with just the right bait:
When you forecast using just PMS data to develop your marketing strategy, you may cast too wide a net. Sure, you eventually haul in what you’re after. But you have to sort through a lot of old tires and seaweed. Data mining allows you to predict exactly where to drop the most attractive lures and snag your ultimate catch–booked guests!
NAVIS expertly mines data from your incoming calls, phone conversion rates, and your PMS.
How can data mining boost your bottom line? Follow this three-step path to success:
1) Become more efficient.
Learn who is interested in your property, where they live, and when they book. Eliminate guess work. Your marketing sends the right message to the right people at the right time.
2) Reduce your overhead.
Instead of staffing up with consultants, learn to understand your market for yourself.
3) Keep more of your own leisure revenue.
A savvy standalone marketing strategy allows you to cut back on the commissions you pay to online travel agencies.
A real life case-in-point from a NAVIS client:
One property came to us saying: “Bookings are down in our Florida market. It’s just not producing like it used to.” Through data mining, NAVIS discovered that call volume from Florida for the property was actually at historic highs. Further analysis revealed that the real problem was weak ad copy. The client tweaked its marketing message and Florida bookings once again boomed.
We’re proud of past success, and NAVIS continually reaches higher. In fact, we recently announced our REACH email marketing system with the advanced NAVIS 360 CRM. Next month tune in here to find out how REACH takes advantage of advanced data mining techniques for precision targeting of your email marketing campaigns.
Meanwhile, on behalf of the entire NAVIS team, have a safe and happy holiday season. Take care and see you next year!
Client Advocate & Data Marketing System Consultant