Dir., Interactive Marketing Operations & Analytics, InterContinental Hotels Group
InterContinental Hotels Group (IHG®), one of the world’s largest hotel companies, is focused on using a marketing approach that produces data-driven insights. IHG had been using a manual process for analyzing the revenue performance of its seven hotel brands, including InterContinental® Hotels & Resorts, Hotel Indigo®, Crowne Plaza® Hotels & Resorts, Holiday Inn® Hotels and Resorts, Holiday Inn Express®, Staybridge Suites® and Candlewood Suites®. The manual process tracked up to 30 metrics and 50 associated variables, and analysts spent 80% of their efforts in assembling the data, and 20% of their time doing the actual analytics.
David Schmitt was tasked with helping the global sales and marketing teams understand what factors most drive revenue. David’s team was able to convert his team’s analytic operations to an enterprise-level approach, compiling an immensely larger dataset. They were able to integrate several existing data sources and create sophisticated new ones, resulting in datasets of over 5000 variables. This expanded data has freed up IHG analysts to spend more time on value-driving analytics. The integration of these solutions and the resulting speed of processing made it possible to create sophisticated clustering models and to build predictive models for each cluster, increasing IHG’s insight into the drivers of their business. The centralized dataset provides a common fact base for analysis across multiple teams. Together, analysts from key stakeholder teams evaluate performance by meeting regularly to review the corporate scorecard, identify new hypothesis and test them with analytics to drive new strategies. This integrated view of the performance drivers has strengthened the trust between the teams and key stakeholders.
Using this fresh perspective, David has been able to get better clarity on the questions decision-makers need answered and deliver results in language they can understand. These new capabilities are critical in order to respond in a timely fashion as the company continues to drive performance.
Delivering superhuman results and uniting teams across his business galaxy has earned David the name...