In an article entitled "Messages that Never Miss the Mark" , author Simon London comments "Business thinkers realised more than ten years ago that technology was making it possible to address mass-market customers as individuals. Yet only recently have the tools this requires become more widely available".

One such tool is Amateo 360, the marketing campaign automation suite designed specifically for the hospitality sector. It allows micro-segmentation of vast guest data according to numerous criteria relating to their individual preferences and also past purchasing behaviour.

The article continues, "Long gone are the days when you had to walk round to the IT department, tell them the information you wanted, and wait while they entered the queries and wait again for them to bring back the answers".

Commenting on the feature, Conor O'Kelly, Marketing Manager at Amateo, replied

"The FT article underlines the exciting possibilities that such technology brings, and Amateo brings it exclusively to the hospitality sector. We empower in-house marketing professionals in hotel groups by allowing them to analyse their own data, generate pro-active campaigns, and associate these campaigns with narrow-focused segments of their existing guest base".

And there was a stern caveat for those considering more expensive, non-hospitality specific systems in the FT feature: "Studies have shown that full customer relationship management applications, which cover everything from data storage and analysis to customer communications, have among the highest failure rates of all corporate information technology projects".

In reply, Mr. O'Kelly was unsurprised by their findings: "We have seen time and again the wasted, costly effort that hotel groups have put in when trying to convert a system designed for the financial services or telecoms industry into a solution for the hospitality sector. We focus 110 percent on the needs of hospitality clients and the results prove the wisdom of this strategy".

Amateo are leaders in Data Warehousing and Business Intelligence solutions for the hospitality sector. Amateo's Guest Relationship Optimisation product suite standardises historical guest data stored in multiple hotel property management systems and facilitates revenue generating applications including Amateo 360 (Marketing Campaign Automation), Amateo Portal (Reporting and Analytics) and Amateo Affinity (Loyalty/ Executive Club Schemes.

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