Mr. Sprigg

Jim Sprigg

Director of Database Marketing & Analytics

Intercontinental Hotel Group

Jim Sprigg is an innovative database marketer with broad quantitative background and focus on integrated multi-channel promotional marketing. In his current role as director of Database Marketing & Analytics at InterContinental Hotels Group, he built, and now leads, a center-of-excellence for targeted marketing composed of 75 individuals located in Atlanta, Manila, and Bangalore who support regional stakeholders throughout the Americas, Europe, Asia and Middle East. This team supports both the science and the execution of marketing.

On the strategic side, Sprigg introduces science to inform customer strategy, including lifetime modeling, enterprise segmentation, high-value guest methodology, lifecycle scoring, conjoint and share-of-wallet estimation. On the execution side, his team delivers personalized content and promotional marketing through email, web and mobile channels via customer segmentation, propensity/response scores, advanced test-and-learn, content arbitration, tailored digital experience and unbiased ROI measures. Sprigg also leads efforts to improve speed and efficiency of marketing processes.

As an innovator in his current role, Sprigg piloted, championed and institutionalized the first-ever use of bundled tailored offers in travel industry campaigns, which more than doubled the impact of these campaigns on incremental spend, engagement, share shift, brand trial and retention of guests. In previous roles with UPS, Lockheed and joint military commands, Sprigg made advances in cost-based pricing, actuary/underwriting, effects-based military planning and economic simulation.

Although working as an applied industry practitioner, Sprigg is an expert in consumer choice and has co-authored scholarly pieces in Computational Economics, Journal of Consumer Marketing and Marketing Science. He is a frequent speaker and panelist at conferences such as the Direct Marketing Association and Eye-For-Travel.

Please visit http://www.ihgplc.com for more information.

Mr. Sprigg can be contacted at 770-604-2788 or Jim.Sprigg@ihg.com

Coming Up In The November Online Hotel Business Review




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Feature Focus
Architecture & Design: Authentic, Interactive and Immersive
If there is one dominant trend in the field of hotel architecture and design, its that travelers are demanding authentic, immersive and interactive experiences. This is especially true for Millennials but Baby Boomers are seeking out meaningful experiences as well. As a result, the development of immersive travel experiences - winery resorts, culinary resorts, resorts geared toward specific sports enthusiasts - will continue to expand. Another kind of immersive experience is an urban resort one that provides all the elements you'd expect in a luxury resort, but urbanized. The urban resort hotel is designed as a staging area where the city itself provides all the amenities, and the hotel functions as a kind of sophisticated concierge service. Another trend is a re-thinking of the hotel lobby, which has evolved into an active social hub with flexible spaces for work and play, featuring cafe?s, bars, libraries, computer stations, game rooms, and more. The goal is to make this area as interactive as possible and to bring people together, making the space less of a traditional hotel lobby and more of a contemporary gathering place. This emphasis on the lobby has also had an associated effect on the size of hotel rooms they are getting smaller. Since most activities are designed to take place in the lobby, there is less time spent in rooms which justifies their smaller design. Finally, the wellness and ecology movements are also having a major impact on design. The industry is actively adopting standards so that new structures are not only environmentally sustainable, but also promote optimum health and well- being for the travelers who will inhabit them. These are a few of the current trends in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.