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 July Online Hotel Business Review




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Feature Focus
Hotel Spa: Measuring the Results
As the Hotel Spa and Wellness Movement continues to flourish, spa operations are seeking new and innovative ways to expand their menu of services to attract even more people to their facilities, and to and measure the results of spa treatments. Whether its spa, fitness, wellness meet guest expectations. Among new developments, there seems to be a growing emphasis on science to define or beauty services, guests are becoming increasingly careful about what they ingest, inhale or put on their skin, and they are requesting scientific data on the treatments they receive. They are open to exploring the benefits of alternative therapies like brain fitness exercises, electro-magnetic treatments, and chromotherapy but only if they have been validated scientifically. Similarly, some spas are integrating select medical services and procedures into their operations, continuing the convergence of hotel spas with the medical world. Parents are also increasingly concerned about the health and well-being of their children and are willing to devote time and money to overcome their poor diets, constant stress, and hours spent hunched over computer, tablet and smartphone screens. Parents are investing in wellness-centric family vacations; yoga and massage for kids; mindfulness and meditation classes; and healthy, locally sourced, organic food. For hotel spas, this trend represents a significant area for future growth. Other trends include the proliferation of Wellness Festivals which celebrate health and well-being, and position hotel spas front and center. The July issue of the Hotel Business Review will report on these trends and developments and examine how hotel spas are integrating them into their operations.