Database Analysis & Marketing

www.armdata.com.au www.premcomp.com.au

The Power of Database Marketing

Powerful Software Programmes allow Analysis of Customers & Marketing Campaigns

Powerful Computer Systems allow Business Information Management

Major Corporations Rely on Databases & CRM

Developing Customer Profiles - Guest is Worth $ to the Company

““FOCUS ON BUILDING PROFITS FOCUS ON BUILDING PROFITS

BY MAXIMISING CUSTOMER RELATIONSHIPS”BY MAXIMISING CUSTOMER RELATIONSHIPS”

Advanced Relationship Marketing (The Software)

Advanced Relationship Marketing (ARM) is Proprietary Bureau Software

Analyse all Existing and New Customer Transaction Data from the PMS

Analyses Actual Responses from Campaigns

To put it To put it simply ...simply ... ARM converts operational transaction data into a ARM converts operational transaction data into a sophisticated marketing databasesophisticated marketing database.

Database Collection & On-going Training

Database Accuracy

Procedures

Data Collection

Australian Postcodes

Data Output

Market Analysis

Following are some special flag examples :

1.No-mail Customers

2.Customer Promotional History

3.Direct Response Source

Activity Tracking

4.Market Code Tracking

a) Initial ARM Report b) A Monthly ARM Report

The ARM Report includes : 1. Analysis of Guest by Residential State.

2. Analysis of Guest by Residential Country.

3. Analysis by Presort Area.

4. Analysis by Total Visits. 5. Analysis by Total Nights.

6. Analysis by Total Revenue.

7. Analysis by Average Revenue per Visit.

8. Analysis by top 10 Presort Areas.

9. Analysis by top 100 Spenders.

10. Analysis by Market Segment.

The ARM ReportThe ARM System consists of the following reports -

Cleaning Procedure

Hotel Stay Information

Load Data

Load Main Database

Check/Clean Address Information

Add De-duping/Mail Grouping Information

Check/Clean Name

Information

Load All Transactions

Generate Report

ARM Reports

Sample ARM Report

REVENUE SPLITS VISITS NIGHTS REVENUE VISITS NIGHTS REVENUE VISITS NIGHTS REVENUE VISITS NIGHTS REVENUE

<$100 1,618 2,802 22,659 238 473 2,308 2,665 4,878 37,500 1,518 4,378 17,822>=$100 to <$200 128 297 18,443 282 324 37,029 286 600 42,961 381 665 51,973>=$200 to <$300 636 702 164,431 659 687 171,085 1,579 1,701 407,207 1,689 1,857 440,536>=$300 to <$400 482 539 166,243 612 635 208,960 1,323 1,484 455,489 1,671 1,806 571,063>=$400 to <$500 421 661 189,118 394 551 178,082 991 1,454 443,914 1,066 1,465 482,355>=$500 to <$750 1,216 2,494 743,443 1,139 2,189 707,859 2,422 4,899 1,483,422 2,837 5,420 1,756,123>=$750 to <$1000 689 1,886 592,089 722 1,926 631,962 1,489 4,032 1,280,192 1,796 4,773 1,566,115>=$1,000 to <$2,000 761 2,908 1,013,225 1,076 3,939 1,457,868 1,826 7,000 2,449,811 2,673 9,784 3,621,751>=$2,000 to <$3,000 142 873 338,679 172 1,089 413,570 353 2,110 847,627 453 2,680 1,086,633$3,000 Plus 70 686 320,161 105 1,004 437,064 184 1,781 836,305 287 2,428 1,213,861Total 6,163 13,848 3,568,491 5,399 12,817 4,245,787 13,118 29,939 8,284,428 14,371 35,256 10,808,232

ABC HOTELS

Year to Date 2004March 2003 March 2004 Year to Date 2003

REPORT ON TOTAL REVENUE PER VISIT

238 282

659 612

394

1,139

722

1,076

172105

0

200

400

600

800

1,000

1,200

Visits

<$100 >=$100 to<$200

>=$200 to<$300

>=$300 to<$400

>=$400 to<$500

>=$500 to<$750

>=$750 to<$1000

>=$1,000to <$2,000

>=$2,000to <$3,000

$3,000Plus

Revenue Splits

Visits from March 2004

Sample ARM Report

MONTH - YEAR VISITS NIGHTS ROOM REVENUE FB REVENUE OTHER REVENUE AVE TOTAL REVENUE

March-03 6,163 13,848 2,687,157 542,142 339,192 258April-03 5,883 12,901 2,102,454 497,737 343,798 228May-03 4,886 11,009 2,163,108 464,257 358,349 271June-03 4,629 9,675 1,468,204 301,995 263,122 210July-03 3,418 7,267 1,797,225 479,159 320,786 357August-03 4,405 9,310 2,039,262 714,268 421,212 341September-03 4,236 9,476 2,028,420 463,708 423,091 308October-03 5,077 12,792 3,245,158 690,026 638,984 358November-03 5,793 13,168 3,140,626 652,300 601,607 334December-03 4,543 9,878 2,239,219 502,606 417,368 320January-04 3,888 8,648 2,138,283 525,795 363,183 350February-04 5,084 13,791 2,506,246 537,357 491,581 256March-04 5,399 12,817 3,017,485 664,927 563,375 331Total 63,404 144,580 30,572,847 7,036,277 5,545,648 3,922

REPORT ON VISITS & NIGHTS FOR THE LAST 13 MONTHS

ABC HOTELS

Visits for the Last 13 Months

6,163 5,8834,886 4,629

3,4184,405 4,236

5,0775,793

4,5433,888

5,084 5,399

0

2,000

4,000

6,000

8,000

Mar-03 Apr-03 May-03 Jun-03 Jul-03 Aug-03 Sep-03 Oct-03 Nov-03 Dec-03 Jan-04 Feb-04 Mar-04

Months

Vis

its

Sample ARM Report

STATE VISITS NIGHTS ROOM REVENUE

F&B REVENUE

OTHER REVENUE

REPEAT VISITS

REPEAT NIGHTS

REPEAT AVE REV

ACT 54 78 21,519 3,801 3,286 8 12 546NSW 807 1,017 237,754 118,811 34,468 40 50 557NT 8 18 4,927 811 1,064 0 0 0QLD 147 343 57,419 15,107 9,668 16 26 529SA 56 103 25,806 9,255 4,202 2 2 492TAS 8 15 3,215 1,682 858 0 0 0VIC 577 1,005 221,858 52,063 36,726 90 161 513WA 69 151 36,118 7,380 5,900 4 8 611NZ 0 0 0 0 0 0 0 0OTHER 0 0 0 0 0 0 0 0Total 1,726 2,730 608,616 208,910 96,172 160 259 3,247

March 2004

REPORT ON GUESTS BY STATE OF ORIGIN FOR THE MONTH

ABC HOTELS

Sample ARM Report

STATE PRESORT CENTRE NIGHTS REVENUE NIGHTS REVENUE NIGHTS REVENUE NIGHTS REVENUE

NT Darwin Mail Centre 4 478 17 382 11 384 40 269NT Alice Springs 2 278 1 301 7 287 9 171

6 756 18 683 18 672 49 440

ACT Canberra Mail Centre 35 323 79 366 111 320 183 33435 323 79 366 111 320 183 334

NSW GPO Sydney 24 363 72 347 78 417 170 319NSW Eastern Suburbs Mail Centre 49 348 61 363 166 362 180 401NSW Southern Suburbs Mail Centre 138 351 158 393 486 372 560 365NSW South Western Suburbs Mail Centre 78 350 108 397 271 395 350 424NSW North Western Suburbs Mail Centre 144 333 154 390 431 361 419 414NSW Northern Suburbs Mail Centre 270 328 246 408 808 348 668 405NSW Southern Tablelands Mail Centre 7 521 16 338 23 418 39 304NSW Central West Mail Centre 15 218 9 371 33 221 24 375NSW Hunter Region Mail Centre 23 384 69 400 86 454 150 404NSW Central Coast Mail Centre 22 269 38 312 85 346 126 424NSW South Coast Mail Centre 22 394 30 384 81 367 81 354NSW Murray Region Mail Sorting Centre 19 326 10 339 47 301 40 330NSW Broken Hill 0 0 0 0 2 247 4 338NSW Western Plains Mail Sorting Centre 0 0 5 203 4 227 9 311NSW New England Mail Sorting Centre 23 282 8 249 62 254 32 365NSW Northern Rivers Mail Sorting Centre 2 293 9 387 13 266 22 241NSW Mid North Coast Mail Sorting Centre 7 293 9 297 12 336 19 358NSW Riverina Mail Sorting Centre 4 449 13 393 32 369 30 356NSW International Mail Centre (Sydney) 0 0 0 0 0 0 9 399

847 5,503 1,015 5,971 2,720 6,061 2,932 6,886

ABC HOTELS

March 2003 March 2004 Year to Date 2003 Year to Date 2004

REPORT ON GUESTS BY PRESORT AREA

Direct Mail AnalysisPast Guests from a Sydney 5 Star Hotel that were Mailed & have responded.

9,000 Past Guests were mailed at a cost of $15,000

After 5 months, this direct mail program returned over

$200,000!!!

Visits Nights Room Revenue F & B Other Total

Jan 108 141 $39,692.00 $17,537.00 $3,477.00 $60,706.00

Feb 74 81 $21,191.00 $9,073.00 $2,370.00 $32,634.00

March 104 141 $41,771.00 $18,751.00 $5,370.00 $65,892.00

April 79 90 $27,185.00 $9,617.00 $1,849.00 $38,651.00

May 60 82 $23,862.00 $10,092.00 $1,867.00 $35,821.00

Total 425 535 $153,701.00 $65,070.00 $14,933.00 $233,704.00

This program returned 15½ times the costThis program returned 15½ times the cost

$0.00

$10,000.00

$20,000.00

$30,000.00

$40,000.00

$50,000.00

$60,000.00

$70,000.00

Jan Feb Mar Apr May

Revenue

Direct Mail Graph

The Benefits

Analyse your Packages - Revenue measurable to the Dollar

Analyse your Direct mail programs - Justify them to the Dollar

Analyse & Target Best Producing Postcodes, so you can

1. Target your Advertising 2. Target your Direct Mail

Drive your Business with Facts

Drive your Local Market - this market has Higher Margin & more F&B spend

Enhance Data Entry Procedures at Front Office

Enhance Customer Goodwill with a more Knowledgeable & Personalised approach

Measurable Return on Marketing Investment

Research - Communicate via Telemarketing for Surveys & Focus Groups

For More Information

Please visit our website for more information, or to arrange for a quote

www.armdata.com.au

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www.premcomp.com.au