Iris Case Studies Enhancing Customer Engagement and Revenue through IoT in IHG's Rewards Partner Programme

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	Enhancing Customer Engagement and Revenue through IoT in IHG's Rewards Partner Programme Iris

Enhancing Customer Engagement and Revenue through IoT in IHG's Rewards Partner Programme

Iris

Applicable Functions	Sales & Marketing
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Applicable Functions

Sales & Marketing

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.

About 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.

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.

Impact #1	The solution provided by combining multiple data sources and creating a segmentation led to significant improvements in IHG's marketing strategies and communications. The strategies became more relevant, timely, and engaging, leading to higher email open rates and click-through rates. The return on marketing investment also saw a substantial increase. Furthermore, the understanding of what other areas of the customer journey IHG could communicate about and sell to the customers was enhanced, providing a more comprehensive view of the customer journey and potential touchpoints for engagement and sales.

Impact #1

The solution provided by combining multiple data sources and creating a segmentation led to significant improvements in IHG's marketing strategies and communications. The strategies became more relevant, timely, and engaging, leading to higher email open rates and click-through rates. The return on marketing investment also saw a substantial increase. Furthermore, the understanding of what other areas of the customer journey IHG could communicate about and sell to the customers was enhanced, providing a more comprehensive view of the customer journey and potential touchpoints for engagement and sales.

Benefit #1	Email open rates achieved were 28%
Benefit #2	Email CTR achieved was 7%
Benefit #3	Return on marketing investment was 300%

Benefit #1

Email open rates achieved were 28%

Benefit #2

Email CTR achieved was 7%

Benefit #3

Return on marketing investment was 300%

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Overview

Enhancing Customer Engagement and Revenue through IoT in IHG's Rewards Partner Programme

Operational Impact

Quantitative Benefit