Rewards Partner Programme

IHG wished to understand the business impact of its Rewards Partner Programme with approx. 74 million members.

In order to facilitate analysis we first created a data environment by combining multiple 1st and 2nd party data sources from across IHG and its partners.

This enabled analysis and the creation of a segmentation covering millions of customer records, overlaid and enhanced with 3rd party credit card spend, demographics and preference, lifestyle and brand survey data.

We actioned the segments developing IHG’s marketing strategies and communications to be more relevant, timely and engaging.

Email open rates achieved 28% and 7% CTR. Return on marketing investment was 300% and revenue generated by email increased from $0.83 to $6.51.

Finally, Iris worked globally on understanding what other areas of the customer journey IHG have “permission” to talk to the customers about, and where relevant to sell to them.

28%
28%
Email open rate achieved
7%
7%
Email CTR achieved
300%
300%
Return on marketing investment
$5.68
$5.68
Increase in revenue generated by email (from $0.83 to $6.51)
IHG rewards 1 IHG rewards 2