Dovetail’s Solution Increases ROI for Luxury Resort
The marketing objective for the Luxury Resort was to learn about their current customers and to act on this information through data-driven marketing campaigns. “We knew intuitively that we had a lot of returning guests, but we didn’t know who they were.” states the IT Project Manager.
To begin working toward their objective, Dovetail’s client implemented a new operational system that enabled them to collect names and addresses of their guests as well as purchase data. Once they began collecting the data they needed, the Marketing department was eager to analyze the data to learn more and to begin communicating with their guests. “It was overwhelming! Marketing was so hungry for information. They would come to me for every marketing question. We did not have the resources internally to answer all of the ad hoc questions,” explains the IT Project Manager. Marketing was completely dependent on IT for marketing information and IT had to pull information from a system that was not built to handle ad hoc marketing requests, while—at the same time—run the technical side of the business. “They had 100 questions and we were trying to run a business. We were heavily involved in operations and they were heavily involved in trying to glean information out of what we collected,” continues the IT Project Manager.
Now they faced a new challenge, they needed to give Marketing easy access to their data and to establish processes that would ensure their data was always up-to-date, clean and ready-to-use for marketing. “We wanted to be able to access our data easily for all of our marketing campaigns. It wasn’t easy to access names and information from our other systems,” states the Vice President of Marketing. It took only 6 months after they implemented their new operations system to realize they needed a marketing database—a single-source repository for all of their marketing data and an interface, built specifically for Marketers, to easily access their data.
In a collaborative effort, Marketing and IT began a search to find a company to build and maintain their marketing database. They talked to about six companies before selecting Dovetail. “We already knew how to profile and analyze our data and we had enough intelligence in our marketing department to ask our own questions. We quickly realized what we needed was a machine, the mechanics and someone who could do the mechanics of maintaining the database. We felt comfortable that Dovetail was a good solid company, but not so big we were going to get shuffled off to some small group far away from the real intelligence of Dovetail,” says the IT Project Manager as he talks about their search for a company to build and maintain their marketing database. In addition, the VP of Marketing says, “With Dovetail, we always feel like they will help us right away. We are always talking directly to someone there and we can always get an answer—which is really important to us.”
The marketers access their marketing database through the Dovetail Application. “The interface is so intuitive. After spending twenty minutes with the Dovetail Account Support group, I am able to go in there and do a lot of things I thought were going to be a lot harder to do,” states the VP of Marketing as she describes the Dovetail Application. She goes on to explain how they are using the Dovetail Application. “We began by just pulling names and now we are doing analyses on the database to understand the behaviors of our guests and are able to make data-driven marketing decisions based on those behaviors.”
As marketing efforts have grown, so has the Dovetail solution—continuing to provide the luxury resort with the tools they need to grow and expand their marketing efforts. “They began helping us help ourselves and that has been the key to Dovetail’s success with us,” states the IT Project Manager. “Dovetail continually rolls out new applications and updates to their application and we feel Dovetail is on the cutting edge of update and maintenance processes. They also help us understand what’s the latest and the most intuitive way to access our data,” explains the VP of Marketing.
As marketing objectives shift and technologies change, the Dovetail team adapts. When the resort selected a new email vendor, Dovetail integrated the Dovetail Application with their new email service provider. This new functionality allows marketers to pull a list and export it directly into their email application.
Since their implementation of the Dovetail solution, Dovetail’s client has been able to put all of their marketing data into one database and now has the ability to easily access all of their marketing data to learn more about their guests. The IT Project Manager explains, “Now we have all of our customers in the same system so we can see what percent of their dollars are spent in which area.” The VP of Marketing says, “The Dovetail solution is working really well for our company. We’ve never considered using another company. And I would say, have we seen a return on our investment? Absolutely! We have been able to track marketing campaigns, we’ve been able to see our business grow and overall I think it has a lot to do with our marketing objectives.”
“We quickly realized what we needed was a machine, the mechanics and someone who could do the mechanics of maintaining the database.”
“The Dovetail solution is working really well for our company. We’ve never considered using another company. And I would say, have we seen a return on our investment? Absolutely! We have been able to track marketing campaigns, we’ve been able to see our business grow and overall I think it has a lot to do with our marketing objectives.”