Here is the first: An overview of Intercontinental Hotel Group’s (IHG’s) use of data-driven marketing to improve communications with existing customers and prospects.
Lincoln Barrett, vice president for guest marketing and alliances, shared that, for IHG, building a customer-centric marketing strategy hinged on three different, but overlapping, initiatives:
1.Invest in technology
2.Expand into new frontiers
3.Build a centralized customer organization
Each of these initiatives is still a work in progress, but excellent progress has already been made in each one.
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