The Data Asset: How Smart Companies Govern Their Data for Business Success (Wiley and SAS Business Series) by Tony Fisher

Author:Tony Fisher [Fisher, Tony]
Language: eng
Format: mobi
ISBN: 9780470508015
Publisher: Wiley
Published: 2009-06-21T14:00:00+00:00

To achieve this goal, all the information from all properties was combined in a central location. The various records from different properties were deduplicated, and household relationships were determined. The information was then augmented with geographic, demographic, and financial information. Finally, customer lifetime value and property effectiveness were calculated. This allowed operators taking reservations and marketers planning sales pitches to understand the true value of each household and to offer promotions specific to those households. But the consolidated master data was not limited to the execution of better campaigns—it had a far-reaching impact on all aspects of the business. In three short years, the company went from having a disjointed and incomplete view of its customer base to a unified one that has helped reduce marketing costs, offer more appropriate products, enhance property acquisition strategies, and improve the bottom line. The organization is definitely proactive and reaping the benefits.

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