DMA Names Macy's and United Airlines MileagePlus 2012 Marketers of the Year
October 17, 2012
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“Each of these distinguished companies has demonstrated exceptional leadership, innovation, and marketplace success,” said Linda A. Woolley, DMA’s acting president and CEO. “We are proud to honor their significant accomplishments and contributions to the field of data-driven marketing. Both companies have been exceptional in establishing a personal relationship with their customer and leading the way on customer centricity. They are shining examples of how—when consumer data is used responsibly—customers are delighted and satisfied.”
Macy’s
Macy’s places paramount importance on its customers. Over the last few years, customer-centric strategies have been employed across the company—from localizing the merchandise mix to enhancing how Macy’s associates engage with customers, both in store and online. Recently, Macy’s has also been extending its customer-centricity vision into its marketing plans by creating more personal and relevant one-to-one communications with its best and most loyal customers. Working with dunnhumby USA, Macy’s has employed advanced modeling and statistical techniques to segment and define its key customer groups, and to test and learn the best ways to interact with those core customers. Macy’s customer-centric direct marketing has leveraged a multichannel approach, including storewide mailings, category-focused mailings, emails and online display advertising.
United Airlines MileagePlus
With the merger of United and Continental airlines, United Continental Holdings has become the world’s largest airline, and now operates the biggest loyalty program of its kind, MileagePlus. This merger required combining 90 million accounts and 30 years of transactional history into a single database. But United’s Managing Director, Loyalty Marketing & Analytics Mark Krolick and his team took the data initiative even further by launching a massive marketing and CRM campaign. This process included launching a highly complex series of communications to guide members of the two pre-merger programs through the combination of the airline operations and the launch of the newly revamped MileagePlus loyalty program. As a result, United gained an unprecedented understanding of its customers (both inside and outside its loyalty program), and the ability to leverage that data to drive revenue and change the customer experience.
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