Hilton selects SmartFocus to provide data analysis tools

by Staff,, Marketing Direct 20-Jan-05, 07:30

LONDON - Hilton International, which owns or manages 2,100 hotels outside the US, is aiming to improve its customer relationship programme with the selection of data analysis and profiling applications from SmartFocus.

Hilton International marketing analysts will use the SmartFocus Viper and Profiler applications to analyse its operational marketing database data in order to drive promotional campaigns for up- and cross-sell purposes.

The hotelier intends to use the analytical tools to create a deeper understanding of customer profiles and segments based on stay behaviour. It hopes this will help it to encourage incremental stays, such as leisure breaks for business users.

James Cairnduff, director of customer insight at Hilton, said: "There is an excellent fit between the requirements for analysis that we have within Hilton International and the SmartFocus solutions. The SmartFocus Viper solution will enable us to leverage further value from our new contact system by applying a much greater depth of customer insight."

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