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, Central Reservations system, 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).

Note: For information on the differences between the Events and Passes tables, click here.

The Passes table stores all season pass-related transactions and scan data, such as pass holder name and pass holder 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.

Out-of-the-Box Traits

Inntopia's pre-configured out-of-the-box traits include, but are not limited to, the following:

Booking Anniversary

Research shows that guests tend to book vacations around the same time of year. If a guest does not already have an on-the-books (OTB) reservation, Inntopia’s Booking Anniversary traits populate with the one-year anniversary of a guest’s last booking. These traits can be used to automate Booking Anniversary campaigns that encourage guests to book near/on the last time they booked if they do not have a future planned trip.

• Booking Anniversary Date – populates with the date of the one-year anniversary of the guests most recent booking
• Booking Anniversary EventID – populates with the EventID of guests most recent booking

Lifetime Spend

Lifetime Spend calculates the total amount a guest has spent at a resort through all revenue sources that are integrated with Inntopia Marketing Cloud.

This amount is calculated at the household level; therefore, purchases made by multiple members of the same household are included in a guest’s Lifetime Spend amount.

Lodging OTB, Winter OTB, Summer OTB

Several customer traits include OTB in their title, which is short for “on the books.” By default, OTB is related to lodging unless your account is configured differently.

• OTB (or Lodging OTB) – Refers to guests who have any future lodging reservations.
• Winter OTB and Summer OTB – Refers to guests who have a future lodging reservation during either the winter or summer season. The season start and end dates are defined by the dates you selected when your database was configured. The default dates are:
  • Winter – November 1 to April 30
  • Summer – May 1 to October 31