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Better Analytics for the CRM

We built a consolidated analytics layer around the CRM bringing together booking and engagement data, giving teams a joined-up view of guest behaviour.

The situation

The client had a CRM in place and plenty of data flowing into it. They could see booking volumes and high-level marketing metrics, but they couldn’t easily explore guest behaviour or understand how different data points connected.

The opportunity

The data already existed across CRM, PMS, and marketing platforms. If it could be brought together cleanly, the CRM could become a much more useful tool for understanding guests and shaping decisions.

How we made it happen

We familiarised ourselves with the client’s CRM setup and the data sources around it, then consolidated PMS and email engagement data into a single analytics layer using Google BigQuery and Airflow.

That data was modelled and surfaced through Power BI, giving teams a clear, joined-up view of guest behaviour. We also ensured the enriched data flowed back into Adobe, so insight didn’t sit in reports alone but could be used in live CRM activity.

What changed

  • A single, joined view of customer data available through Power BI
  • Deeper visibility into guest behaviour beyond bookings and opens
  • CRM data enriched and fed back into Adobe for ongoing use
  • Teams able to explore and use customer insight without manual work

Why it matters

When guest behaviour becomes visible and usable, marketing and experience decisions can be based on real patterns rather than assumptions.

Data Sources

  • Opera
  • Adobe Experience Platform

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