IHG Books SAS® Analytics to Optimize Marketing

  • SAS
  • 10.27.11
In hospitality, competitive differentiation is king. IHG (InterContinental Hotels Group) turned to SAS, a leader in business analytics, to rise above a sea of sameness.

Using SAS® Enterprise Miner™ to gather, analyze and understand huge volumes of data, IHG uncovers new opportunities and deep insights about customer preferences to keep growing top-line revenue.

Offering more guest rooms than any other hotel company in the world – brands include InterContinental Hotels & Resorts, Hotel Indigo, Crowne Plaza Hotels & Resorts, Holiday Inn, Holiday Inn Express, Staybridge Suites and Candlewood Suites – IHG relies on analytical insights to remain the first choice for guests. SAS Analytics assess the effectiveness of advertising and marketing campaigns, global call centers, websites and Priority Club Rewards in order to optimize marketing spending. As the hotels concentrate marketing investments on opportunities promising the greatest return, IHG is working to boost brand performance.

"Before SAS Analytics, important insights were locked in our data; data integration tasks were tedious and complicated, leaving little time for analysis," said David Schmitt, director of performance and planning at IHG. "SAS Enterprise Miner is so easy to use. I'm amazed at the functionality packed in there. Early on, SAS began helping us rationalize our marketing spend. We're teasing new insights out of our data, assessing how well we complete so we can continuously improve."

SAS analyzes reservation and transaction data from IHG hotels worldwide to highlight factors affecting competitiveness. Using SAS Enterprise Miner, the company identifies key performance drivers that its marketers can replicate across all IHG brands.

To speed analytical insights, the SAS Enterprise Miner's Rapid Predictive Modeler automatically generates predictive models for IHG business scenarios. Analytic results are delivered in simple and easy-to-understand charts to assist in better decision making.

"Hoteliers who understand the factors that influence their competitive performance can better leverage those factors for growth," said Kelly McGuire, executive director of the Hospitality and Travel Global Practice, SAS. "No longer focused on reporting what just happened, management now makes decisions based on predictive insights, planning what's next."




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