The problem: Aramark, a hospitality company that manages resorts and concession businesses mainly within national parks, wanted a reliable way to access its various data bases and use the information to improve its ability to rent houseboats.
The solution: Provide property level analysis of all customers, identifying key patterns, trends and customer segments for future marketing efforts, among other moves.
The result: Aramark says it increased its response and conversion rates by as much as 100% in its relationship marketing efforts.
That was a case study from Intrasight, a four-year-old Scottsdale, Arizona-based company that says it has a “unique” approach to create customer acquisition, growth and loyalty programs through the effective use of marketing database management, as well as the development of a proprietary, Web-based marketing system.
“Companies are looking to lower costs, improve customer insight and improve their customer relationships,” said Jeff Walter, president. He added:
“In a nutshell, that is what our company provides by developing opt-in customer databases that drive a variety of direct marketing and internet marketing campaigns for our clients.”
Over the past two years, the company says it:
• Retooled a 50-year-old loyalty program for the Jack Daniels global whiskey brand.
• Consolidated Dr Pepper/Seven Up, Inc.’s database and marketing intelligence for all online promotional and loyalty marketing efforts.
• Developed a number of daily database updates with customer intelligence for several convention and visitors bureaus and leading hospitality entities.
• Reduced the database management costs by two thirds and provided daily updates of customer value and booking patterns for Quikbook.com, one of the world’s largest online hotel booking engines.
The company had $10 million in sales in 2004 and has been working for some leading companies such as Hilton Hotels, Best Western and Dr. Pepper/7-Up.
Report by David Wilkening
