Return to Page 2
Real-time metrics like the Publishing Dynamics Footprint provide granular intelligence as it happens.
What resorts get in return for this immersive desktop experience are more granular metrics than even they're used to.
Because these are not websites, but rather desktop applications with web data abilities, the instantaneous communications brands used for timely messages are the same kind of messages sent back to the real-time metrics engine when users interact with the BDA. At the most granular level, brands can see the individual mouse movements of a particular user.
At the most aggregate level, brands have the ability to understand a number of specifically drawn Key Performance Indicators like when users are most often interacting with the BDA, where they live, whether they're accessing it from work or home, or how many people they've forwarded the BDA to, and how those groups behave.
A brand can track offers that are lingered on but never actualized, and up the ante to dynamically generate upgrades or package offers in real-time to close the sale.
Don't forget, it's always changeable
One great feature for resorts is that BDAs with seamless versioning can change any content, including the shape of the BDA itself, at any time without interrupting the user experience. When the resort is redesigned, the BDA can follow. If a magician is performing all month, the BDA can appear in a cloud of smoke. When Wynn resorts debuts an outdoor 3D art installation, the BDA can resemble it.
The past two years have shown us that A) Immense loyalty and revenue are driven to hospitality and travel from the desktop, and B) It's only a matter of who gets there first.
Not until brands break away from the typical marketing loop of websites and email and into the persistent and creative space on the desktop will they begin to tap into the true potential of loyalty programs.
Come to think of it, widgets are to websites what Las Vegas is to society. No design restrictions, endless metrics and the ability to really "wow" an audience in ways unavailable anywhere else.
And this applies to other verticals where entertainment and rich data are at the top of the marketing strategy. Simply put, no other channel provides the capability to simultaneously communicate, captivate and monetize, even creating a fertile environment for impulse buys at the time of purchase.
The airlines have struck first with BDA offerings that drastically reduce dependence on email while spurring fantastic ROI and unheard of loyalty rates.
Now is the time for Vegas resorts to try the desktop and see how far they can go in bringing the magic, the metrics and the revenue home for good.
Michael Leis is VP of Publishing Dynamics. Read full bio.
