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• Monthly analysis of play patterns <br />• Annual Plan with specific target markets and play segments <br />• Monthly Marketing Document (Forward 60) with specific short-term marketing objectives <br />• Staff training and measurement of data collection <br />Revenue Management <br />In the golf industry today, many operators boast about "yield management" and "dynamic pricing" all to make <br />their systems seem exotic and complex. When outlined in simple terms, Revenue Management is selling to the <br />right customer at the right time for the right price on the right channel. However, some of the reporting and <br />KPIs can get a little confusing. At CourseCo, we understand how all this works together so that we can make <br />effective and impactful decisions. <br />Collecting the data to understand the individual guest level is the first step. <br />Performance Data Collection and Use — Collecting information (data) about the performance of the Course <br />allows an understanding of trends and is one of the most important functions a thriving business must <br />prioritize. The more you understand your customer and their buying habits, the more detailed and focused you <br />can be when designing services and products specific to their needs. <br />In simple terms: Better Data = Better Decisions = Better Results. <br />The information you gather about your customers will supply you with the knowledge to develop solid and <br />sustainable business decisions. When most people hear the term "data collection," they immediately think "e- <br />mails." While collecting names and a -mails is one of the basic tasks required, it only scratches the surface as to <br />what is possible and necessary to truly drive results. <br />At CourseCo, we take advantage of technology to collect and analyze the data required to determine individual <br />golfer characteristics and overall course performance. As you can imagine, we have several Key Performance <br />Indicators (KPIs) that we use to celebrate successes and identify challenges that require a solution. <br />• Quintile Report— Data capture and customer profile creation are key to determine an effective revenue <br />strategy. Creating unique customer profiles for each guest, logging them as they check in for rounds, and <br />driving a high data capture rate allows the club to track yearly spending by customer. This allows us to <br />make informed decisions when determining programming and pricing. <br />Quintile Report <br />Golfer Name <br />Email Addrass city <br />Slate Zip <br />counhy Rounds <br />Re,venuo <br />GFCF Spe,nd <br />Quintile, 1 - Top 20% <br />Total Golfers: 15M <br />IL of Rfve,nuf: S6IM <br />13224 <br />#818678.93 <br />#486 03 <br />Oulnille, 2 - Top 40% <br />Toul Golfers: 1844 <br />% of Rove,nue,: 213M <br />50 <br />suiR1.66 <br />41SE64 <br />Ouirdlle, 3 - Tap 60% <br />Total Golfers: 1854 <br />% of Rovonua: 15.70r% <br />4450 <br />62219UA6 <br />si las8 <br />Oulntile 4 - Top 90% <br />Total Golfers: 1864 <br />% of Revenue: 7.72% <br />3043 <br />S124934.9E <br />$87.39 <br />QUIndle 5 - Tap 10W. <br />Total Golfers: 1864 <br />% of Revenue: OA4% <br />7153 <br />S7063.00 <br />6181 <br />Toee1: 33353 <br />$1619367.00 <br />$174,69 <br />COURSECO Page 18 <br />I <br />