Hospitality Example
Please review the following content prior to diving into this example.
A national hotel and hospitality brand uses the Zeta Marketing Platform to market to customers across the portfolio of hotel brands that they manage. For each of the hotel brands, they have a dedicated marketing team and core KPIs per brand. The corporate office which oversees the suite of the hotel brands, would like to understand their customer travel behavior, loyalty engagement, and marketing engagement at the brand level.
People
The hotel brand gathers people-based data from a variety of different sources, unified into a consistent single customer view.
Identifiers
As the various subsystems for the retailer rely on different identifier types, the retailer uses the Zeta Marketing Platform’s Identity Manager Service to consolidate disparate records into a distinct customer and household identifier based on name, a client key they maintain, and email, phone, and postal information.
{
"customer_id": "CUST123456",
"client_key": "CKEY789012",
"hh_id": "HH987654",
"loyalty_number": "LOYAL3210",
"email": "johndoe@example.com",
"email_md5": "e13743a7f1db7f4246badd6fd6ff54ff",
"email_sha256": "2dcb9f3b5e3e555b5adfd91aae3c3f083b298a08e4862f9f7cfb6a88244701a7",
"first_name": "John",
"last_name": "Doe",
"phone": "+11234567890",
"address": {
"address_line_1": "123 Main St.",
"address_line_2": "Apt 4B",
"city": "Springfield",
"state": "IL",
"country": "USA",
"zip": "62701"
}
}Contacts
{
"email": {
"primary": "johndoe@example.com",
"secondary": "john.doe@workplace.com",
"preferred": "primary",
"opt_in": true
},
"phone": {
"primary": "+1-234-567-8901",
"secondary": "+1-234-567-8902",
"preferred": "primary",
"sms_opt_in": true
},
"address": {
"mailing": {
"address_line_1": "123 Main St.",
"address_line_2": "Apt 4B",
"city": "Springfield",
"state": "IL",
"country": "USA",
"zip": "62701"
},
"billing": {
"address_line_1": "456 Secondary St.",
"address_line_2": "Suite 1A",
"city": "Springfield",
"state": "IL",
"country": "USA",
"zip": "62702"
},
"preferred": "mailing"
},
"social_media": {
"twitter": "@johndoe",
"instagram": "john_doe",
"facebook": "john.doe.123",
"linkedin": "john-doe-456"
},
"preferred_contact_method": "email",
"do_not_contact": false
}
Properties
For this hotel national chain, there are brand-specific fields that apply only to that brand.
NATIONAL: this will contain all properties + brand a | b | c
BRAND A
BRAND B
BRAND C
{
"sub_site_ids": ["brand-a", "brand-b", "brand-c"],
"first_name": "John",
"last_name": "Doe",
"gender": "Male",
"addresses": [
{
"address1": "123 Main St.",
"address2": "Apt 4B",
"city": "Springfield",
"state": "IL",
"country": "USA",
"zip": "62701",
"address_type": "Billing"
},
{
"address1": "456 Secondary St.",
"address2": "Suite 1A",
"city": "Springfield",
"state": "IL",
"country": "USA",
"zip": "62702",
"address_type": "Mailing"
}
],
"loyalty_points_balance": 5000,
"loyalty_status": "Gold",
"loyalty_enrollment_date": "2021-01-01",
"loyalty_disenrollment_date": "2022-01-01",
"reward_balance": 1500,
"points_until_next_reward": 2000,
"scoped_properties": {
"brand-a": {
"avg_nights": 3,
"longest_stay": 7,
"lifecycle_group": "New",
"recency_grp": "Active",
"email_marketability": 1,
"total_nights_stayed": 30,
"booking_tenure_in_days": 365,
"pending_reservation_flg": "Yes",
"most_freq_stay_type": "Business",
"most_freq_prop_id": "HOTEL123",
"most_freq_stayed_city": "Springfield",
"most_freq_stayed_at": "Brand A Hotel Downtown",
"most_freq_booking_group": "Corporate",
"most_freq_stayed_loc_type": "Urban",
"most_freq_stayed_major_mkt": "North",
"most_freq_stayed_metro_mkt": "Springfield Metro",
"lifetime_bed_rental_flg": "No",
"lifetime_late_checkout_flg": "Yes",
"lifetime_distinct_properties_stayed": 5,
"lifetime_solo_stays": 15,
"lifetime_pair_stays": 10,
"lifetime_group_stays": 5,
"lifetime_family_stays": 0,
"lifetime_satisfaction": 8.5
}
}
}
Events
In addition to standard campaign events including campaign sends, delivers, opens, and clicks, the Events also captures the following events to guide experiences and personalization for its customers.
Event Type | Description | Sample Event Properties |
|---|---|---|
| A reservation or booking |
JSON
|
| A search for a property stay |
JSON
|
| A signup for an email newsletter |
JSON
|
| A customer checked in to property |
JSON
|
| A customer checked out of property |
JSON
|
| An open of the Hotel Brand mobile app |
JSON
|
| An update to the number of points earned, used, or expired, triggered from a loyalty platform. |
JSON
|
Resources
Resource Types | Resource Schema | Description |
|---|---|---|
|
JSON
| Location represent all properties across the hotel brands. These are referenced in reservation events, preferred hotel properties on user profiles, and campaign assets to include in communication on website and via email communications. |
|
JSON
| Information about the hotel's loyalty or rewards program, tiers, benefits, and how to earn/redeem points. |
|
JSON
| Profiles of key staff members (e.g., chefs, spa therapists, managers), their expertise, and possibly guest reviews specific to them. |
Data Connections
Source | Formats | Data Types |
|---|---|---|
Hotel Websites | JavaScript API | People, Events Details about customer interactions and information gathered from their websites. |
Hotel Mobile App | Mobile SDK Events | People, Events |
Reservation System | CSV | People, Events Details about customers who have made purchases and returns in store. |
Loyalty Data Platform | Semicolon-Separated Text File | People, Events Details about loyalty rewards status |
Consent Management Platform | CSV | People, Events Details about user consent |
Enterprise Database | Postgres Database | Resources Details about hotel locations |