Fairmont Hotels & Resorts C A S E S T U D Y “WE WERE SEEING A RESPONSE RATE OF MAYBE 0.5 PERCENT…NOW THEY ARE UP TO ABOUT 2 PERCENT.” Sean Taggart, Executive Director, Marketing Services, Fairmont Hotels & Resorts, Corporate Marketing FAIRMONT WANTED TO LEVERAGE THE INFORMATION IN THIS DATABASE TO INCREASE THE EFFICIENCY AND PROFITABILITY OF THEIR MARKETING PROGRAMS. Challenge In order to stay ahead of the intense competition in the hospital

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