Data Capture

This is where targeted marketing will either succeed of fail. It is common knowledge that without "good" guest data, an organization will never fully exploit the value of their guest history. While it is the single most understood part of an effective CRM strategy, it is often the most neglected as it is a daunting task to properly merge guest data from disparate sources such as the PMS, Golf and Spa systems, high-end retail, web / call center leads, etc. The task is further complicated by the need to append household level demographic data and lifestyle data, to "map" a guest’s location, and to understand basic things like "did they move since they stayed with us?"

The answer to these issues is the Clairvoyix Knowledge Factory. The Clairvoyix Knowledge Factory (CKF) is the foundation for effective, hospitality specific, database marketing. It is widely known that many critical marketing functions require access to a database of guests and prospective guests. Data mining, analytics, loyalty programs, guest preference systems, and marketing campaigns are either impossible or wholly ineffective without a proper database. We define a minimally proper database as one that: has mailing addresses corrected and standardized to the USPS Zip+4 master file and CPC (Canadian) master file; no duplicate entries; has appended demographic and lifestyle data; has the proper gender determined; carries the "Do No Call", "Do Not Email", "Do Not Direct Mail" privacy flags; and is accessible to the most casual of marketing users.

The Clairvoyix Knowledge Factory is designed, like all the Clairvoyix products, to be the most effective and affordable solution for hospitality specific targeted database marketing. The Clairvoyix Knowledge Factory is a fully automated process that ensures your marketing database is accurate, up-to-date, and able to perform the most complex queries with response times that rival high-costs systems.

As part of our ASP (Application Services Provider) "True Internet" solution, the Clairvoyix Knowledge Factory is always "out of sight", but never "out of mind". The past guest and prospect knowledge and insight gained with the Clairvoyix Knowledge Factory will bring significant returns for hospitality marketers with even a minimal amount of analysis and marketing campaign execution.