Ms. Ferguson

Allison Ferguson

Senior Strategist

Merkle Inc.

Allison Ferguson is an accomplished and results actualized strategist known for leading the design and execution of data- and analytics-driven CRM, Loyalty and Digital Marketing strategies for leading brands with proven results that grow market share and customer engagement with designed programs and experiences. Ms. Ferguson is currently a Senior Strategist and thought leader with 500friends, a Merkle-owned loyalty solutions company. There, she works with clients to lead loyalty program design and organizational transformation across industry, business model and level of market maturity. Ms. Ferguson helps clients primarily in hospitality, retail and financial services companies shape, evolve, deliver and measure customer loyalty strategies and programs and experiences.

Ms. Ferguson has 20 years of loyalty marketing, CRM and analytics experience including 10 years of brand-side experience with IHG and Leading Hotels of the World, and 10 in loyalty consulting, most recently with Accenture. At Leading Hotels of the World, she led a global team to redesign the brand’s Leaders Club program, serving the world’s most experiential travelers in 500+ of the world’s most aspirational hotels.

Ms. Ferguson has a unique perspective that loyalty has evolved into a true marketing science that enables authentic and value-driven connections between brands and customers, brands and brands, and between customers and one another.

She is deeply passionate about facilitating and shaping the best ideas from her client organizations in order to create a genuine value exchange with customers. Ms. Ferguson considers herself a value creator and problem solver and takes great pride in the many brands she has served. She lives in Cincinnati with her husband Rick and son Ian.

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

Ms. Ferguson can be contacted at 443-542-4200 or acripps@merkleinc.com

Coming Up In The June Online Hotel Business Review




{300x250.media}
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.