“There exists today a powerful need for companies to get better at identifying and delivering distinctive value to their most attractive customer segments.”
McKinsey and Company

 

Segmentation is a vital element in loyalty marketing. Certainly, information is gathered when the member is acquired and augmented during the lifetime of the membership at periodic intervals, and with each renewal cycle. However, segmentation means a great deal more than having one-dimensional information components of members’ preferences.

 

Segmentation in the context of loyalty means knowing who is doing what, when, where, or why not? Benefiting from this knowledge is only possible if it is being collected and collated at every member touch point in the hotel. MSD has the technology to generate this depth of information.

 

Segmentation is the essence of marketing. There is no sense in marketing a new Bar Happy Hour to members who do not pass near the hotel during the timing of this event. 

 

MSD relies on logic as a key part of the segmentation process.