April 08 - 10, 2019
Hyatt Regency Indian Wells, CA
Global Marketing Director
Enterprise Holdings (National Car Rental and Enterprise Rent-A-Car)
The struggle bus with the most seats in the travel industry these days seems to be the one for folks working to creating a customer data layer that they can really market from. We’re talking the one that makes better personas, faster, so you can be smarter and more triggered in deploying personalized campaigns. This is a global aspiration that is great in theory, “damn difficult” (in the exact words of your peers) to do in reality. How can we begin to wrap our brains and arms around customer segmentation?
•You’re as old as you feel! It’s about more than millennials. If you really want to target you have to look at sub-segments and understand: its not age specific its behavior and interest specific.
•How do you identify these people and leverage their info in your marketing tactics?