IHG Case Study: Moving from Near-Time to Real-Time Email Marketing

In order to better serve its customers and grow its business, IHG launched a strategic initiative to transition into a real-time marketing organization. The ultimate goal of moving away from batch marketing is to serve more relevant content to customers at the appropriate time. In order to accomplish this, IHG has been investing in a technology backbone combined with a focus on building the right processes and organization to support a different way of marketing.