To reduce customer defection and track their best patrons, many hospitality and gaming businesses include a loyalty program as part of their customer relationship management strategy. But how does an organization strike a balance between improving the customer experience and controlling costs?

Tune in to this Webcast and learn how to:

  • Implement a successful rewards program.
  • Identify goals and current capabilities of your rewards program.
  • Avoid common pitfalls of managing loyalty programs.
  • Calculate customer lifetime value (CLV) to help ensure long-term stability and growth.



Michael McCall

Michael McCall

Visiting Scholar
Cornell Center for Hospitality Research

Dr. Michael McCall, professor of marketing and law at Ithaca College, is the Visiting Scholar in the School of Hotel Administration, and a Research Fellow of the Cornell Center for Hospitality Research. He’s published more than 40 academic articles and taught various marketing courses in the areas of marketing services, pricing and consumer behavior.

His primary research program focuses on the role of customer reward programs in creating customer loyalty, rebate programs, and perceptions of value among competing hospitality and service products. Dr. McCall earned his Ph.D. in experimental and applied social psychology from Arizona State University.

David C. Ogden

David C. Ogden

Principal Analytics Consultant

David Ogden has 20 years of experience in statistical analysis and predictive modeling. His business experience spans operations and financial analysis, database marketing, acquisition and retention strategy, with a specialization in Customer Lifetime Value methodologies.

Mr. Ogden has designed solutions in a diverse range of industries including telecom, health sciences, online retailers, satellite television, and financial services. His analytical solutions assist customers with business challenges including early warning systems, strategic cost and revenue management, long-range economic modeling, process improvements, marketing optimization, and forecasting.

Prior to his consulting and corporate experience, Ogden taught college mathematics and statistics at Wichita State University.


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