Customer Loyalty in the Age of Big Data
Knowledge@Wharton | Nov 07, 2014
In the past, Hilton Worldwide, which has 4,200 hotels in 90 countries, used to look at individual consumers and decide who was a “Hilton” customer. It used that determination in its marketing — “Hampton Inn” people were targeted one way, while those who fit the profile of the Waldorf Astoria were approached in another.
Then the company had an “a-ha” moment.
“That wasn’t the right segmentation,” Mark Weinstein, global head of loyalty and partnerships said Thursday at the Customer Centricity Summit in New York, a conference organized by Knowledge@Wharton, the Wharton Customer Analytics Initiative and Momentum Event Group. “The right segmentation is [consumers’] travel needs. You may have a wedding at the Waldorf Astoria, a business meeting at a Hilton and be the same person who would show up at a Hampton Inn.”