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If Elon Musk Was A Hotelier
Posted: 09/25/2020

What if a person of Elon Musk’s character and bravado were to enter the hotel industry? How would they shake things up and presage the next ‘game-changers’ to propel hospitality beyond our current challenges?

Things right now are hard to predict. That is a fact. Trends lack patterns. Strategy is a 6-month viewfinder. Leaders are in a tactical storm. We feel overwhelmed by the unknown and the feeling of “what is next.” 

Over the past six months, this column has focused mostly on hospitality technologies and issues that were triggered by COVID-19. Innovation has flourished during that time, from both established industry technology providers and from startups. At last count I had identified nearly 300 startups in the space since the beginning of the year, some of them with very interesting technologies.

As outlined in our previous article, cleanliness is dominating the headlines within the hotel industry, with a number of press releases on new initiatives from all the major chains. The landscape has transformed quickly, to help keep up with the standards this article will summarise the basic principles of cleaning and sanitisation of guest rooms and how that can be achieved quickly, easily and cost-effectively.

Decreasing Stress
Posted: 09/14/2020

Stress does not come without your invitation. It is self-induced by our perspectives of what is occurring in our lives. We all have stress, and the less of it, the more happiness you experience. Life is about living day to day.



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Use Data as a Wrecking Ball: Tear Down Marketing Silos with a Single Focus on Consumers

10/06/2014
by Lisa Arthur

I live and work in Indiana, a state rich with both high-tech and agribusiness, so believe me, I understand the value of silos... for farming, that is. Corporate silos are another matter entirely.

Corporate silos are outdated. They’re impractical, and (I can’t be any more direct than this) they have no place in the modern enterprise. Silos, whether within marketing itself or between marketing and other departments, impede virtually everything that’s vital to success in today’s fast-paced and multifaceted business environment.

Even so, dismantling traditional corporate structure isn’t easy. How do you begin?

I tackle this topic in great detail in my book, "Big Data Marketing"; but in a nutshell, it all comes down to one thing: using your customer data as a wrecking ball.

Follow these five steps:

Set a customer-focused vision and strategy: Communicate and drive a shared understanding of expectations, goals and anticipated returns. The key: Identify where customer data lies across the business and integrate it to create a single view of all the interactions customers have with your company. Our research shows that only 18 percent of marketers have this kind of insight. Resolve that today, a single view of your customer data becomes your first priority.

Collaborate so everyone’s a part of marketing: Since every customer-facing function needs to deliver your message, you need robust communication channels for two-way exchanges of information. Some companies use circulated reports with scheduled cross-functional team meetings. Others make this a standing topic in quarterly or operational meetings. Alternatively, you could create an internal collaboration platform like Jive or Chatter to provide real-time updates to the appropriate team(s).

Remain transparent: You need buy-in beyond marketing. To get it, equip yourself with the right tools. Today’s technologies allow you to track your way toward revenue goals, get instant visibility into spending and campaign ROI, and know where you stand on customer satisfaction, market share growth and virtually any other metric. Transparency between sales and marketing is especially essential. It enables sales to provide you with the feedback needed to optimize marketing initiatives.

Share what you did: Communicate results with the entire company so others learn where opportunities exist and what’s been improved. Use data to demonstrate marketing’s contribution to the company’s objectives, and give them what they want – not how many Facebook “likes,” but return on marketing investment (ROMI) or the number of marketing-qualified leads.

About The Author
Lisa Arthur
Chief Marketing Officer
Teradata


As the chief marketing officer for Teradata Applications, Lisa Arthur serves as an industry thought leader driving integrated marketing management (IMM) applications for Teradata Corporation. A 30-year technology industry marketing veteran, Lisa has received numerous awards and is a frequent speaker and prolific writer who masterfully combines a distinctive energy and enthusiasm with her depth of knowledge when sharing her thoughts on today’s most compelling marketing topics.

 
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