Building Customer Engagement in a Digital Big Data World
Jim Sprigg, Director, Database Marketing & Analytics, InterContinental Hotels Group
IHG has designed a promotional framework to drive broad engagement across its brands, programs, and products, focusing on two principles: first, to be less fractured and, second, to measure the incremental influence of various offers on different forms of engagement. Jim Sprigg will discuss how the use of “offer bundling” and marketing science allows IHG to select the most influential offers for each customer, and to present them consistently across channels.
Related Conference:Apr 06 – 07, 2017
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