Editorial Board   Guest Author

Mr. Lindsay

Matt Lindsay

President, Mather Economics LLC

Matt Lindsay has more than 20 years of experience in helping businesses improve performance and drive revenue through economic modeling. In consulting roles over the past 15 years, he has shared this expertise and developed pricing strategies and predictive models for clients, including the Intercontinental Exchange, Gannett, The Home Depot, NRG Energy, Tribune, IHG, McClatchy, the Everglades Foundation, the Walton Foundation, Dow Jones, and The New York Times. Prior to joining Mather Economics, Lindsay worked with the Corporate Economics Group to leverage information on price elasticity and marginal network costs to improve profitability by customer for the United Parcel Service (UPS). He began his consulting career with Arthur Andersen, working in the firm's Atlanta strategy practice. Lindsay's extensive experience in marketing spend effectiveness optimization, customer retention, analysis and the resulting predictive models have been used to support strategic pricing decisions, marketing initiatives and customer acquisition tactics, ultimately generating millions of dollars in incremental profits for his clients. He is a sought after expert and frequently speaks at industry events including the NAA's MediaXchange, the INMA World Congress, and the WAN-IFRA World Newspaper Conference. Lindsay has a doctorate in economics from the University of Georgia, a master of applied economics from Clemson University and an undergraduate degree in economics from the University of Georgia.

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

Mr. Lindsay can be contacted at 770-993-4111 or matt@mathereconmics.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.