HITEC 2001 Interviews - Ms. Cindy Estis Green (HSMAI) - Use of Data Mining, CRM and Marketing Intelligence in Hospitality Today...

About HSMAI
HSMAI is the leading organization of sales and marketing professionals representing all segments of the hospitality industry. With a strong focus on education, HSMAI has become the industry leader in identifying and communicating trends in the hospitality industry while operating as a leading voice for both hospitality and sales and marketing management disciplines. Members can access a wide variety of educational tools and enhance their skills and expertise to increase business and enrich their careers. Founded in 1927, HSMAI is an individual membership organization comprised of over 5,000 members. Cindy Estis Green was just appointed Chairman of the Hospitality Sales and Marketing Association Foundation.

About Cindy Estis Green
Cindy Estis Green has more than twenty years of hospitality industry experience. With an MBA in Marketing from The American University and a BS from the Cornell University School of Hotel Administration, she is well qualified to assist in hospitality or travel industry marketing. Ms. Green spent seven years with Hilton International in both corporate marketing and operations positions. In her last assignment with Hilton before starting her own company, Driving Revenue, she served as general manager of a 400-room full service hotel. Her experience ranges from small 100 room properties to large international operations.

As Director of Marketing for the National Restaurant Association, Ms. Green developed her skills in the direct marketing area with an emphasis on direct mail and telemarketing; she had a lot of success fine tuning customer profiles and identifying the best prospective targets for new business. While with Hilton International in corporate marketing, Ms. Green served as Director of Market Research and Marketing Information Systems. She conducted and supervised research throughout the world. Her expertise also extends to the area of database marketing and analysis. She developed several major state-of-the-art systems for Hilton International, which improved the level of information available for marketing decision making to a tremendous extent. She has done analysis for many types of hotels and destinations by taking actual guest usage information and developing profiles of target groups. This approach to market research, combined with traditional qualitative and quantitative methods, has proven to be extremely successful. Ms. Green is one of the few consultants in the travel/hospitality industry specializing in data mining.

Ms. Green has developed and implemented marketing information systems for individual properties as well as international networks for corporate use, including involvement in the design team for Hilton's reservation system. Ms. Green has substantial experience in related areas such as pricing, yield management, strategic marketing which tie in to the database work through the various systems which were developed under Green's supervision. These approaches became part of the Pegasus Solutions, Inc. toolkit since Driving Revenue, Ms. Green's company, was acquired by Pegasus Systems in 1998. Ms. Green has pioneered, and offers to her clients, many powerful market research and analysis approaches which have a direct and immediate effect on generating revenue. She consults now to hospitality companies and destinations in the fields of marketing intelligence and strategy.

Cindy Estis Green will talk about Data Mining, Customer Relationship Mgt. and the use of Marketing Intelligence in hospitality organizations today.