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Guest 360 Data Platform for Lodging - Guest 360 Data Platform for Lodging
Guest 360 data platform diagramFurther readingDiagram history

Guest 360 Data Platform for Lodging

Publication date: November 16, 2020 (Diagram history)

With this architecture, you can build a guest 360-degree data platform for lodging companies. Identify known and unknown guests across all channels. Use customer interaction activity to present targeted offers and campaigns. The solution combines Master Data Management (MDM) and Customer Data Platform (CDP) capabilities on Amazon Simple Storage Service with AWS analytics services for profile enrichment.

Guest 360 data platform diagram

How to build a guest 360-degree data platform for lodging by using AWS services.

The following steps describe the architecture:

  1. Use MDM tools to create a unified guest profile. Identify loyalty and reward members and guests based on attributes provided during stays and at registration.

  2. Use CDP client-side components with tag management and first-party cookies. Collect activity on web and mobile channels. (Optional) Use third-party cookies and mobile device IDs to augment activity data.

  3. CDP server-side components collect activity and identify anonymous users. Augment identity by adding first-party loyalty and unified guest data to identify known and unknown guests.

  4. Process and curate all guest activity in a data lake. This includes loyalty, reservations, stays, purchases, marketing interactions, and web and mobile interactions.

    Derive insights from the data lake to create outbound campaigns, inbound campaigns on web and mobile, and acquisition campaigns.

  5. Use guest 360-degree microservices and business events to personalize guest offers and experience.

  6. (Optional) Use CDP platforms to share anonymous guest and prospect attributes with select partners. This provides a full view of the guest across the partner network.

Further reading

For additional information, see the following resources:

Diagram history

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Initial publication

Reference architecture diagram first published.

November 16, 2020

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