Capsolve announces its Professional Review of Shiji Group’s product portfolio.
Shiji Group’s U.S. headquarters, located in Atlanta, Georgia commissioned a Professional Review of their product portfolio by Capsolve. The products covered in the review include: IcePortal, Shiji Distribution Solutions, Shiji Enterprise Platform, Infrasys, Concept Golf & Spa, ReviewPro, MyCheck and Shiji Payment Solutions. The products represent an impressive set of category leading solutions at various places in their product lifecycle, giving hotels, restaurants, spas and golf courses additional choices in the form of well-designed software.
Professional Review Goals
The review answers questions about how the products address the key capabilities of their respective category and it delves into the uniqueness of each solution. When possible, it provides context of its surrounding ecosystem. Finally, the review explores certain facets regarding how the products work in conjunction with each other.
The Professional Review is designed to go into the details of each solution and highlight selected areas of how each create value for businesses. It sheds light on how the portfolio of products covers more than the standard set of needs for most businesses, realizing for a moment that each location is unique and often has a creative combination of features, products and services that define its business and guest experience. The following solution map shows the comprehensiveness of Shiji Group’s portfolio of products. When combined with their growing partner ecosystem, it becomes obvious that Shiji Group has created a rather strategic set of software and technology assets for the benefit of its clients.
As seen from the solution map, the combination of products and partners, covers well beyond the majority of the categories. While the details within each category are important, this is an incredible amount of coverage available from one company.
The following products are covered within this Professional Review and are interlaced with category related market information, that should be familiar to Capsolve subscribers, to provide context for hotel companies considering a purchase.
A clever combination of enterprise ready functionality, combined with a hotel property management system that provides power to either individual hotel locations or across a property portfolio, brand or chain.
Products that may be used for Golf Courses, Clubs, Spas and many other leisure activities whether they are individual businesses, multiple businesses combined in one facility or even those that are part of a hotel. This product combination also includes customer relationship and member management functionality shared across Golf, Spa and Hotel as needed.
A standard hotel operating tool to capture customer feedback and research, taking into account the local market. It provides features and automation to perform guest reviews, guest experience management, case management and a chatbot dialogue with guests.
Vizergy launches TargetingHub™ to improve access to data assets at hotels and turn prospects into new guests through digital marketing.
Vizergy, located in Jacksonville, Florida launched TargetingHub in 2018. This new hotel analytics and planning solution complements the Vizergy Marketing System, enabling it to extract property level data from core property systems and support the planning and advertising initiatives of the hotel. This need is common to most marketers, and hoteliers are no exception given their data often resides within multiple systems, such as: hotel management systems (HMS or PMS), point of sale (POS) and guest relationship management (GRM or CRM) systems, to name a few. TargetingHub now makes it possible to extract, load and cleanse this data and ready it for use in marketing programs all within a cloud-based, desktop and browser environment.
TargetingHub facilitates simplified analysis, planning and launching of advertising campaigns across multiple marketing solutions. A hotel’s website, search, social, email and direct mail are the primary channels where these campaigns may be run. As a result, hotels are able to increase brand awareness, place their hotel into the search stream of the online user and generate direct bookings in support of the marketing objectives within their annual marketing plan.
Role Within a Hotel’s MarTech Infrastructure
TargetingHub is a flexible system in that it is able to retrieve data assets from most software systems with either basic data exports or more sophisticated data interfaces. Further to this, it is able to work within the context of the numerous flavors of marketing technology infrastructures that may exist at the property level. Whether a property is influenced by the marketing capabilities of a brand, its own marketing and technology decisions, or a combination thereof, TargetingHub is designed to connect to hotel data assets, generate consumer insights and then guide the design of campaigns in selected advertising channels. These channels enable the hotel to reach more guests based either on the characteristics of their previous guests or the demographic and geographic characteristics of similar, prospective guests.
TargetingHub’s data management functionality is useful for many purposes, but the solution is laser focused on generating new customers through the aforementioned advertising channels. As a result, TargetingHub sits in a crucial position for hotels in that it builds upon the value of the existing hotel system data and both simplifies and increases the effectiveness of campaign analysis, design and deployment. Further to this point, its position within the surrounding ecosystem of hotel technology allows it to work well with low, mid or high maturity marketing technology infrastructures. Part of the reason for this is that it contains some highly sophisticated software technologies as part of its own architecture, including Vizergy’s proprietary solutions along with multiple, well-known systems with expansive capability sets.
The key facets of TargetingHub provide the capability to extract and manage data assets for the purpose of planning digital marketing campaigns. However, the system goes beyond basic data reporting by generating demographically based consumer insights about the guests that have previously stayed at the property. It is this information that improves the hotel marketer’s ability to design and plan advertising campaigns, which the system facilitates. Briefly stated, the system enhances the inputs for the advertising solutions, but then goes a step further. It aggregates data from across the advertising platforms where campaigns were implemented and tracks performance, allowing the marketing function to continuously improve its advertising targeting and results.
A more comprehensive discussion about TargetingHub’s capabilities may be found in Vizergy’s whitepaper, “Easily Find New Hotel Guests with Existing Data Assets”. This whitepaper was written by Accubase on behalf of Vizergy.
TargetingHub requires some configuration, for instance with its need to connect to data sources. While this does require setup, it is able to read data in standard formats, eliminating any reliance on a particular hotel’s choices for interface standards or systems. The frequency of the data updates may also be throttled based on the needs of the business.
Properties may contain numerous systems or combinations of systems, creating complexity in the location of all viable data assets. TargetingHub is able to connect to these software systems, providing the marketer access to guest information and their respective reservation activity from any interfaced data source. This allows a hotel to start fast and add new data sources based on business value and return on investment. When considering multiple properties, TargetingHub is able to be implemented across a portfolio of hotel assets and the resulting solution becomes accessible for further analysis related to both operations and performance measurement of marketing programs at each individual location.
The underpinnings that are less apparent to the hotel deploying this solution stem from software partnerships with IBM, Adobe, Google, Facebook and Sojern. The solutions from each of these companies enable a sophisticated set of capabilities that are usually only affordable at the brand level with a significant investment in data science tools and resources. The sheer power of this combination of technologies is impressive.
Budgets & Resources
Regarding money, people, time and technology (MPTT), TargetingHub requires the first three and is the fourth. The monthly cost is low, a few hundred dollars per month, especially when considering the power of the solution and the measurable results it should be able to achieve for most properties. It does require qualified resources to manage it and provide guidance regarding planning and designing advertising campaigns. The solution speeds the design process as does the experience of the person or team responsible for it. Intelligently designed campaigns are the key to success, but the solution comes with many templates to guide the marketer. Joe Hyman, CEO of Vizergy, summed it up nicely when he said, “TargetingHub simplifies omni-channel hotel marketing by leveraging hotel data assets and bringing high return direct channels within reach as a viable consumer business throttle.”
When reviewing the overall opportunity, return on investment and total cost of ownership of this solution, Capsolve has a number of tools to assist you as you build and manage your budget, marketing plan and resources. Contact Capsolve or Vizergy to learn more and determine if TargetingHub is a worthwhile investment for your property or portfolio of hotels.
Each time we decide to achieve a new project in business, it requires resources. Here at Capsolve, we define resources as Money, People, Time and Technology (MPTT). Whether it is a marketing, technology or another type of initiative, a given effort may require one or more of these resources to make it proceed from concept to solution.
More specifically, marketing initiatives rely upon these same resources in addition to Creativity and the 4P’s of marketing. This formula has shown results many times during the course of its existence. While many other considerations are necessary for a marketing program to experience success, these represent the blocking and tackling of marketing.
Each of these resources may take multiple forms, but ultimately, they create a currency for marketing programs to be executed. While money sounds simple, it may be gathered in its traditional form, or another currency that is of value to a particular team. Examples include raising funds for a non-profit program to occur, paying in an alternative currency such as bitcoin or loyalty points to get value from a program partner.
When discussing People or Human Resources (this label sounds even more appropriate as we take a new step in the era of robotics), there are many forms as well. This may include teams of people within your company or from the many companies with whom you have structured strategic alliances. I have seen many instances of the clever usage of people and their time from many a marketer.
This brings us to Time. How could we create time for an initiative aside from traveling to another time zone? Most of us rely upon adding people to accomplish more in the same amount of time. Others will hire people in other time zones to increase the number of productive hours in a day. These are tried and true tactics to making more happen in less time, but each has its limits.
Finally, what about technology? It doesn’t tend to play a major role in creating money, other than with governments, the lottery and gambling. By the way, I don’t recommend the latter two as reliable funding techniques for your marketing programs. However, marketing technology may play a significant role in creating the equivalent of more People and Time.
Let’s talk about Social Marketing as our example in this case. Every social media marketer realizes quickly that social marketing tools will drastically reduce the time required to disseminate their social marketing content across multiple sites. Even the free versions have this much functionality. Sending content to 5 sites took 5 minutes per site per post. If done with a social marketing tool, it may be done in 10 minutes, a reduction of 60% from 25 minutes. Alternatively, it allows a marketer to distribute content to many more sites than without the technology, creating better reach. Imagine a social marketing program that generates 3 posts per day for 250 days per year. Most businesses within this volume of social marketing require this technology. However, it provides many other benefits that accomplish similar decreases in the use of limited resources within most organizations. As a marketing team climbs the maturity curve for social marketing, the efficiencies increase at least linearly, but are counterbalanced by larger audiences, additional content needs and more sophisticated segmentation.
As you begin to plan and regularly adjust the social marketing component of your annual marketing plan, be sure to consider what technologies could create this type of efficiency with your marketing programs. Optimizing your resources is crucial for any size budget and will usually have a material, if not game changing effect on your use of limited resources.