Marketing Cloud: Data Table Structure

The Customers table stores the guest’s name, address, email, phone, and other basic customer information, such as birth date and gender. This table also identifies whether or not the customer is contactable through any of their information (email, phone, or address) on file.

The Lodging table stores all lodging transactional data, such as the lodging destination name, arrival and departure dates, property name, unit type, rate, etc. This table syncs purchase or guest interactions from a source system at your property (such as your PMS, CenRes, and/or call center).

The Events table stores all transactional event data, such as pass and lift ticket purchases, ski school, frequency cards, and other ancillary lines of business that are purchased through your POS (including food and beverage). This table compiles purchase or guest interactions from various source systems at your property (such as your PMS or POS, including e-commerce and ticket windows).

The Passes table stores all season pass-related transactions and scan data, such as passholder name and passholder status. This data provides insight on how many times a year a guest visits and what type of pass they purchase year-over-year. Typically, any product with a pass media number associated to it in the POS system will be reflected here.

The Survey table stores survey response data and Net Promoter scores (NPS). Survey data is integrated from your survey provider to Inntopia Marketing Cloud. This table collects interactions from an outside source.

The Campaign table stores all data related to email engagement and conversions within your Email Service Provider (ESP). This table collects interactions from an outside source.

The Social table provides data from FullContact® on matching social profiles. This table brings in matching social profiles from sites such as LinkedIn® and Twitter® to understand your guest’s social media reach and footprint. This table collects interactions from an outside source.

The SourceSystem table provides a view of all the integrated sources that provide data to Inntopia Marketing Cloud.

The ScanDetail table provides more granular pass usage data including scan dates and the location of the scan. Resort marketers use this in conjunction with the Passes table to better understand specific usage dates and locations. Typically, any product with a pass media number associated to it in the POS system will be reflected here.

The Traits table stores your customized Guest Types and Traits, along with another 40 out-of-the-box options that have been provided by Inntopia. These pre-configured parameters, or traits, let you further customize segments specific to your products and property, which your Account Manager can help build.

Traits include basic attributes such as whether they are a ‘First Time Guest’ or a ‘Family’ guest type, as well as advanced visitor profiles (such as whether the guest classifies as new/lapsed/Whale or VIP) and other calculated metrics (such as lifetime spend, three-year spend, or their RFM score).

Guest types are binary yes/no values, and traits are any custom value such as a date, string, or numeric value. Inntopia Marketing Cloud Partner Services can configure unlimited customer traits based on criteria you provide.