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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.

JSON
{
  "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

JSON
{
    "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

JSON
{
    "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

reservation

A reservation or booking

JSON
{
  "location_id": "337",
  "arrival_date": "2022-09-26",
  "departure_date": "2022-09-28",
  "guest_details": {
    "adults": 2,
    "children": 0
  },
  "hotel_brand": "brand a",
  "total_amount": 142.33,
  "confirmation_number": "QQ23422",
  "booking_source": "OTA-expedia",
  "reservation_rate": {
    "base_rate": 132,
    "tax_amount": 10.22,
    "rate_type": "corporate"
  }
}

searched

A search for a property stay

JSON
{
  "timestamp": "2023-08-10T14:30:15Z",
  "search_details": {
    "destination": "New York, NY",
    "check_in_date": "2023-09-10",
    "check_out_date": "2023-09-15",
    "guest_details": {
      "adults": 2,
      "children": 1,
      "pets": 0
    },
    "filters": {
      "amenities": ["pool", "free_breakfast", "gym"],
      "price_range": {
        "min": 100,
        "max": 300
      },
      "hotel_brands": ["brand a", "brand b"]
    },
    "search_results": {
      "properties_returned": ["prop1234", "prop5678", "prop9101"],
      "user_actions": [
        {
          "action": "clicked",
          "property_id": "prop1234",
          "action_timestamp": "2023-08-10T14:31:00Z"
        },
        {
          "action": "bookmarked",
          "property_id": "prop5678",
          "action_timestamp": "2023-08-10T14:32:45Z"
        }
      ]
    }
  }
}

signed_up

A signup for an email newsletter

JSON
{
  "timestamp": "2023-08-10T15:45:20Z",
  "signup_details": {
    "email": "johndoe@example.com",
    "signup_source": "website_popup",
    "user_preferences": {
      "news_type": ["promotions", "events"],
      "frequency": "weekly"
    },
      "user_location": {
      "city": "New York",
      "state": "NY",
      "country": "USA"
    },
    "user_agent": "Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/92.0.4515.131 Safari/537.3"
  }
}

checked_in

A customer checked in to property

JSON
{
  "location_id": "337",
  "hotel_brand": "brand a",
  "checked_in_time": "2022-09-26T16:22:00Z",
  "arrival_date": "2022-09-26T15:00:00Z",
  "departure_date": "2022-09-28T11:00:00Z",
  "room_type": "standard_double",
  "total_guests": {
    "adults": 2,
    "children": 0
  },
  "payment_method": "Credit Card",
  "confirmation": "QQ23422"
}

checked_out

A customer checked out of property

JSON
{
  "timestamp": "2022-09-28T10:10:00Z",
  "stay_details": {
    "location_id": "337",
    "hotel_brand": "brand a",
    "arrival_date": "2022-09-26T15:00:00Z",
    "departure_date": "2022-09-28T10:04:00Z",
    "duration_of_stay": 2,
    "room_type": "deluxe_double",
    "total_guests": {
      "adults": 2,
      "children": 0
    },
    "special_requests": ["late_checkout"],
    "issues_reported": ["wifi_intermittent"],
    "payment_method": "Credit Card",
    "total_amount": 210.50,
    "confirmation": "QQ23422"
  },
  "guest_feedback": {
    "satisfaction_survey": 8,
    "would_recommend": true
  }
}

mobile_open

An open of the Hotel Brand mobile app

JSON
{
  "device_info": {
    "os": "Apple iOS 14",
    "device_model": "Apple iPhone SE"
  },
  "location": {
    "latitude": "42.2411",
    "longitude": "-83.6130"
  },
  "app_version": "1.2.5",
  "timestamp": "2023-08-09T14:05:00Z",
  "user_id": "user123456", 
  "session_id": "session987654",
  "network_type": "4G"
}

points_activity

An update to the number of points earned, used, or expired, triggered from a loyalty platform.

JSON
{
  "activity_details": {
    "points_earned": 25,
    "points_used": 0,
    "points_expired": 0,
    "current_point_balance": 425
  },
  "related_transactions": [
    {
      "type": "reservation",
      "location_id": "337",
      "details": {
        "night_stay": 2
      },
      "transaction_id": "TXN123456",
      "transaction_date": "2023-08-09T14:05:00Z"
    }
  ],
  "timestamp": "2023-08-09T14:06:00Z",
  "user_id": "user123456",
  "reason_for_earning": "Stay at Brand-A Hotel",
  "expiration_date": "2024-08-09T14:05:00Z"
}

Resources

Resource Types

Resource Schema

Description

location

JSON
{
  "resource_type": "location",
  "resource_id": "LOC123456",
  "hotel_name": "Grand Plaza Hotel",
  "location_detail": {
    "city": "San Francisco",
    "state": "CA",
    "country": "USA"
  },
  "address": {
    "street": "123 Bay Street",
    "city": "San Francisco",
    "state": "CA",
    "zipcode": "94123",
    "country": "USA"
  },
  "lat": "37.7749",
  "long": "-122.4194",
  "hotel_brand": "Grand Plaza Group",
  "hotel_type": "Luxury",
  "hotel_website_url": "https://www.grandplazahotel.com",
  "hotel_image": "https://www.grandplazahotel.com/images/front-view.jpg",
  "amenities": [
    "Free Wi-Fi",
    "Swimming Pool",
    "Spa",
    "Gym",
    "Restaurant"
  ],
  "inventory": {
    "total_rooms": 250,
    "available_rooms": 45,
    "room_types": [
      "Deluxe",
      "Suite",
      "Standard"
    ]
  },
  "services_offered": [
    "24-hour Room Service",
    "Concierge Service",
    "Shuttle to Airport",
    "Laundry Service"
  ]
}

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.

loyalty_program

JSON
{
    "resource_type": "loyalty_program",
    "resource_id": "LOYAL1234",
    "program_name": "Elite Stay Rewards",
    "description": "A program designed to reward our most loyal guests with exclusive benefits and offers.",
    "tiers": [
        {
            "tier_name": "Silver",
            "points_required": 0,
            "benefits": ["Free Wi-Fi", "Priority Check-In"]
        },
        {
            "tier_name": "Gold",
            "points_required": 1000,
            "benefits": ["Free Room Upgrades", "Late Check-Out", "Exclusive Lounge Access"]
        },
        {
            "tier_name": "Platinum",
            "points_required": 5000,
            "benefits": ["Free Spa Access", "Personal Concierge", "Exclusive Event Invitations"]
        }
    ],
    "enrollment_bonus": 100,
    "points_expiry": "2 years from earning date",
    "redeem_options": [
        {"points": 500, "reward": "$50 Dining Voucher"},
        {"points": 1000, "reward": "One Free Night Stay"}
    ],
    "terms_and_conditions_url": "https://hotelbrand.com/loyalty/terms",
    "faq_url": "https://hotelbrand.com/loyalty/faq"
}

Information about the hotel's loyalty or rewards program, tiers, benefits, and how to earn/redeem points.

staff_profile

JSON
{
    "resource_type": "staff_profile",
    "resource_id": "STAFF5678",
    "first_name": "Emily",
    "last_name": "Smith",
    "role": "Executive Chef",
    "bio": "Chef Emily Smith is a world-renowned chef with over 20 years of culinary experience. Having trained in Paris and Tokyo, she brings a fusion of flavors to our kitchen. Emily has won numerous culinary awards and is the author of 'Modern Fusion Cuisine'.",
    "experience": "20 years",
    "specialties": ["Fusion Cuisine", "French Pastries", "Japanese Sushi"],
    "awards": ["Golden Fork Award 2020", "Best Chef Asia 2019"],
    "languages_spoken": ["English", "French", "Japanese"],
    "profile_image_url": "https://hotelbrand.com/staff/emily_smith.jpg",
    "reviews": [
        {
            "guest_name": "John Doe",
            "rating": 5,
            "comment": "The sushi prepared by Chef Emily was the best I've ever had!"
        }
    ]
}

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

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