Martin Resorts, Inc., owns and operates four Spa and Golf resorts in Colorado. The company has five traditional lines of business: (1) golf sales; (2) golf lessons; (3) restaurants; (4) retail and rentals; and (5) hotels. David Logan, director of marketing technology at Martin Resorts, Inc., and Donald Mayer, the lead strategic analyst for Martin Resorts, are soliciting your input for their CRM strategic initiative.
Martin Resorts’ IT infrastructure is pieced together with various systems and applications. Currently, the company has a difficult time with CRM because its systems are not integrated. The company cannot determine vital information such as which customers are golfing and staying at the hotel or which customers are staying at the hotel and not golfing. For example, the three details that the customer Diego Titus (1) stayed four nights at a Martin Resorts’ managed hotel, (2) golfed three days, and (3) took an all-day spa treatment the first day are discrete facts housed in separate systems. Martin Resorts hopes that by using data warehousing technology to integrate its data, the next time Diego reserves lodging for another trip, sales associates may ask him if he would like to book a spa treatment as well, and even if he would like the same masseuse that he had on his prior trip. Martin Resorts is excited about the possibility of taking advantage of customer segmentation and CRM strategies to help increase its business. The company wants to use CRM and data warehouse technologies to improve service and personalization at each customer touch point. Using a data warehousing tool, important customer information can be accessed from all of its systems either daily, weekly, monthly, or once or twice per year. Analyze the sample data in AYK23_Data.xlsx for the following:
1. Currently, the quality of the data within the above disparate systems is low. Develop a report for David and Donald discussing the importance of high-quality information and how low-quality information can affect Martin Resorts’ business. 2. Review the data that David and Donald are working with from the data warehouse in the data file AYK23_Data.xlsx. a. Give examples from the data showing the kind of information Martin Resorts might be able to use to gain a better understanding of its customers. Include the types of data quality issues the company can anticipate and the strategies it can use to help avoid such issues. b. Determine who are Martin Resorts’ best customers, and provide examples of the types of marketing campaigns the company should offer these valuable customers. c. Prepare a report that summarizes the benefits Martin Resorts can receive from using business intelligence to mine the data warehouse. Include a financial analysis of the costs and benefits