Mr. Fisher

Andy Fisher

Chief Analytics Officer

Merkle, Inc.

As chief analytics officer at Merkle, Mr. Fisher's primary responsibility is driving Merkle analytics innovation, especially in digital, social and media analytics areas. Prior to joining Merkle, Mr. Fisher was the Executive Vice President, Global Data & Analytics Director at Starcom MediaVest Group (SMG), where he led the SMG global analytics practice. In this role he built and managed a team of 150 analytics professionals across 17 countries servicing many of the world’s largest advertisers.

Prior to that role, Mr. Fisher was Vice President and National Lead, Analytics at Razorfish, where he led the digital analytics practice and managed a team of modeling, media data, survey, and business intelligence experts. He and his team were responsible for some of the first innovations in multi-touch point attribution and joining online and offline data for many of Fortune 100 brands. Mr. Fisher has also held leadership positions at Personify and IRI. Andy is an avid traveler having visited more than 100 countries. He also follows the chess world and is the former US high school chess champion.

Mr. Fisher holds a bachelors degree in mathematics from University of California Berkeley and a masters degree in statistics from Stanford University.

Mr. Fisher can be contacted at 877-963-7553 or afisher@merkleinc.com

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.