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Intercontinental Hotels: A Case Study In Customer-Centric Marketing

Forrester Blog by Shar VanBoskirk. I just attended Unica’s annual Marketing Innovation Summit (MIS) this year in Orlando. I sat in on a few terrific conversations about making multi-channel marketing a reality. Here is the first: An overview of Intercontinental Hotel Group’s (IHG’s) use of data-driven marketing to improve communications with existing customers and prospects.

Forrester Research, Inc.
United States
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Sales & Marketing Sales & Marketing USA & Canada United States
Forrester Research, Inc.
Consultant

Forrester is one of the most influential research and advisory firms in the world. We help business and technology leaders use customer obsession to accelerate growth by putting their customers at the center of their leadership, strategy, and operations. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and chart new paths.