In this conversation with Jason Pirock, Head of Marketing at Springboard Hospitality, a premier third-party hotel management company, we discuss how properties and hotel brands can use a customer data platform (CDP) to increase conversions within the guest booking journey.

As a system that can bring together multiple sources of data, a CDP is now widely regarded as a versatile tool for on-property activations and guest personalization, but it also has profound applications for the well before the guest arrives. Namely, having greater clarity on how past guests spend and what interests prospective customers can influence everything in the upper funnel from PR, social media and email newsletters through to search and programmatic advertising campaigns as well as what packages are offered to drive direct bookings on the website.

Embodying Springboard Hospitality's maxim of "data is indispensable", Pirock and his team use the Revinate CDP to guide a diverse collection of independent hotels through the process of merging all their various management systems (PMS, restaurant POS, spa, ecommerce, etc.) with digital marketing data from omnichannel sources (mobile, desktop, email, social, website, organic, paid, etc.) in order to ask better questions that will lead to better business decisions.

Oftentimes, because hotels now have almost too much data to contend with, a foremost benefit of a CDP is to help merge, filter and focus in order to make sense through all the noise. This and plenty of other use cases are cited during this 33-minute interview. Enjoy the listen!

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