What was your solution or approach?
Complete data cleanse, guest history analysis, and reinsertion of foundational cleansed data into Revinate.
What was the outcome or impact for the client?
When a hotel client brought in HMA, they were facing a challenge familiar to many multi-property hotel groups: their CRM data—housed in Revinate—was bloated, fragmented, and unreliable. The data was technically there, but it wasn’t usable. Guest history was murky, OTA records were flooding the system, and reporting was compromised across the board.
HMA stepped in to run a deep analysis and data cleanse across six of the client's properties. What we found confirmed the problem was systemic: profile duplication, invalid emails, OTA ghost guests, and widespread gaps in core guest data. And while the severity varied by property, the underlying issue was clear—dirty data was undermining everything from email segmentation to performance reporting.
After the data cleanse, HMA restructured and standardized the client's CRM records, eliminated redundancies, merged guest profiles, suppressed non-marketable OTA contacts, and re-populated missing fields with accurate, validated data. The transformation was immediate. Suddenly, reports actually reflected reality. Campaigns were reaching real guests. Segmentation started working the way it was always intended to.
Our client's marketing and operations teams now have the foundation they need to make smarter, faster decisions. And as the cleansed data gets re-imported into their CRM, they’re not just getting a cleaner database—they’re getting a more powerful platform.