How InterContinental Hotels Group ditched data silos to deliver personalised email marketing

Emily Barley

Consumers’ expectations are growing as their attention span decreases, meaning that brands are under huge pressure to deliver a personalised and relevant message or experience.

"Everyone in the world is entitled now," according to April Mullen, director of consumer-first marketing adoption at Selligent, a relationship marketing agency. "We don't necessarily think that that's a bad thing," she told the Technology for Marketing...

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