SEP 23, 2010 2:57pm ET

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When analysis is done in an isolated fashion it also leads to the types of mistakes that drive customers away. A particular hotel chain uses marketing automation to identify customers likely to respond to promotion offers. The marketing campaigns succeed in driving incremental booking calls to the reservation desk. However, the marketing department doesn’t coordinate its data with the conventions division. If the promotional offers coincide with a weekend when several of the properties are booked with conventions, the reservations agents must then “walk” customers to competitive properties.

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