Enhancing Customer Engagement and Revenue through IoT in IHG's Rewards Partner Programme
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is InterContinental Hotels Group (IHG), a multinational hospitality company. IHG operates several hotel brands and has a large customer base with its Rewards Partner Programme having approximately 74 million members. The company wanted to understand the business impact of its Rewards Partner Programme and sought to analyze the vast amount of data from multiple sources across the company and its partners. The goal was to enhance customer engagement and increase revenue by making their marketing strategies and communications more relevant, timely, and engaging.
The Challenge
InterContinental Hotels Group (IHG) was keen to understand the business impact of its Rewards Partner Programme, which boasts approximately 74 million members. The challenge was to analyze the vast amount of data from multiple sources across IHG and its partners. The data was a mix of 1st and 2nd party data sources, which made it difficult to analyze and understand the customer behavior, preferences, and demographics. The goal was to create a segmentation that could cover millions of customer records, overlaid and enhanced with 3rd party credit card spend, demographics and preference, lifestyle, and brand survey data.
The Solution
To address the challenge, a data environment was created by combining multiple 1st and 2nd party data sources from across IHG and its partners. This facilitated the analysis and creation of a segmentation covering millions of customer records. The segmentation was overlaid and enhanced with 3rd party credit card spend, demographics and preference, lifestyle, and brand survey data. The segments were then actioned to develop IHG’s marketing strategies and communications to be more relevant, timely, and engaging. Iris, a global company, worked on understanding what other areas of the customer journey IHG have “permission” to talk to the customers about, and where relevant to sell to them.
Operational Impact
Quantitative Benefit
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