Creating and maintaining profitable customers is the main aim of business. Therefore, customer satisfaction leading to profit is the central goal of hospitality marketing. In the hospitality industry, the marketing department tends to be responsible for both Business-to-Consumer (B2C) and Business-to-Business (B2B) marketing. The marketing team needs detailed data on prior leisure and business guests to successfully target marketing campaigns to the appropriate audiences.
The main purpose of this article is to discuss B2C marketing and in particular a process called Trigger based Marketing in Microsoft Dynamics 2011.
What is trigger based marketing? For the purposes of this article, trigger based marketing is defined as consumer profile or stay data meeting the criteria of a marketing list for an active campaign. This active campaign then processes an e-mail blast to the recipients of the marketing list on a scheduled and automated basis.
BUSINESS PROCESS REQUIREMENTS
Assume the requirement is to create a process that allows for the automation of trigger based campaigns which, in this case, means guest satisfying particular marketing criteria. This requirement of automating trigger based campaigns is dependent on daily matching and merging of guest data to make the guest unique (the process of ensuring a guest is unique will be discussed in a separate blog). The following are potential trigger based campaigns:
- Driven by check-ins – “Welcome”
- Driven by check-outs – “Thanks for Staying”
- “We miss you!”
- Requires guest stay history
- In-house guest campaigns
- Loyalty related
- Requires guest stay history
So, the next question becomes, “Once the triggered campaign requirement is satisfied how does the e-mail blast execute on a scheduled basis?” To satisfy this requirement a third party marketing integration product such as ExactTarget, CoreMotives, or ClickDimensions can be used. These are just some third party marketing integration products for CRM 2011, there are additional products out there. Most of these third party marketing add-ons tend to have Application Programming Interfaces (APIs) available that can be programmed. In this particular instance, ExactTarget and the ExactTarget API were used to achieve the requirement of executing the e-mail blast on a determined schedule.
PROCESSES DEVELOPED TO ACHIEVE REQUIREMENTS
The processes developed contain a combination of manual and automated processes to complete the triggered e-mail process.
- STEP 1: Marketer contacts advertising company to create art design
- STEP 2: Approved art design is converted to HTML format
- STEP 3: Receives completed HTML
- STEP 4: Prepare website for marketing campaign with website design company
- STEP 5: Create an e-mail for each triggered e-mail process in ExactTarget
- STEP 6: Create a dynamic marketing list for each triggered e-mail scenario
- STEP 7: Create a campaign for each triggered e-mail scenario
- STEP 8: Create an ExactTarget automated send record for each triggered e-mail scenario
- STEP 9: Create an application configuration record for each triggered campaign
- STEP 10: Custom application runs at a schedule time on a nightly basis and performs a lookup against active campaign configuration records. Deactivated campaign configuration records will not be executed against. While this application will run on a nightly basis by default, it will use the configuration record for each active triggered campaign to determine the appropriate schedule (daily, weekly, monthly) it needs to run at for the automated campaigns. For daily processing, the custom application will run every night at a given time. For weekly processing, the custom application will check the day of each week of the current day and compare it to the list of days of the week selected in the configuration record. If the current day of the week matches any of the selected days of the week in the configuration record, it will run. For monthly processing, the custom application will run on the date selected on the configuration record. Therefore, the custom application will run on the exact same day each month. The custom application is setup and scheduled using the windows task scheduler.
- STEP 11a: Create a copy of the dynamic marketing list as a static list
- STEP 11b: Compare the new static list created in the step above to the static control group list and removes the contacts matching in both lists from the static marketing list, which is then used as the list to process the e-mail blast
- STEP 11c: Create a recipient record for each daily email blast and then the recipient record will be associated to the marketing list attached to the campaign
- STEP 11d: Associate the recipient records to the appropriate send record designated for each campaign
- STEP 12: Results from the email blasts will be processed as ExactTarget response activity type records directly into CRM against the guest profile record
In conclusion, while this is only one solution of meeting a requirement to process triggered campaigns using Dynamics CRM 2011 and ExactTarget, other solutions can be created using Dynamics CRM 2011 and other third party marketing integration products.