View this webcast to learn how your organization can improve marketing ROI with integrated analytics.

Featuring a panel of industry and technology experts from the Cornell Center for Hospitality Research and SAS, this webcast provides practical tips and approaches to marketing automation and optimization.

Key Takeaways

  • Offering relevant content to the right customers via the right channels.
  • Targeting the customers most likely to respond.
  • Integrating data from multiple touch points.
  • Creating a complete and interactive customer profile.

Presenters

Larry Seligman

Larry Seligman

Director, BI and Analytics
InterContinental Hotels Group

Larry Seligman is responsible for advanced analytics related to campaign optimization, customer scoring, performance analysis, and the IT analytics agenda. He holds a PhD from the University of Texas at Austin and an MBA from Georgia Tech. He has published and presented in several academic journals and conferences. Before joining IHG, he served on the faculties of the University of Georgia and the University of Cincinnati.

Rohit Verma

Rohit Verma, PhD

Professor, Executive Director for The Center for Hospitality Research
Cornell University

Rohit Verma is a Professor of Service Operations Management at the School of Hotel Administration, and also serves as the Executive Director for the Center for Hospitality Research (CHR). His research interests include new product/service design, quality management and process improvement, and operations/marketing interrelated issues. He has published more than 50 articles in prestigious business journals and has received several teaching and research awards. Prior to joining the Cornell faculty, he was the George Eccles Professor of Management, David Eccles School of Business, at the University of Utah.

Bruce Swann

Bruce Swann

Customer Intelligence Solutions Manager
SAS

Bruce Swann has more than 14 years' experience working with marketing and CRM technologies, such as marketing automation, predictive analytics and marketing resource management, as well as interactive marketing disciplines like Web analytics, social media, mobile marketing and email marketing. At SAS, he works closely with prospects and customers in hospitality, sports and gaming to help design the optimal SAS Customer Intelligence platform, based on current and future business requirements. Prior to joining SAS, Swann was a Director of Interactive Solutions at Merkle and before that was Director of Solutions Consulting at Unica. He holds a Bachelor of Business Administration degree from the University of North Florida, majoring in marketing and management.

 

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