1. For marketers at a hotel chain, such as Marriott Hotels & Resorts, how should an RFM data driven strategy influence their marketing efforts?
2. Which of the three metrics, Recency, Frequency, or Monetary, would you value most for a hotel chain? In other words, would each of the 3 metrics have equal weighing (33.3%) or would you change the weighting (still adding to 100%)? Please explain your rationale either way.
3. If you were designing an marketing plan for some of the segments cited in the article, what would be the key messages you anticipate would appeal to the following:
• Premium Best Guest
• One-Time Smart Shopper
• Former Frequent Smart Shopper
