One-to-One Marketing

In the final tally, how does Shenker rate Gaylord’s success with one-to-one marketing? “The results are mixed. In some cases, we’ve seen our contractual customers respond very well to the custom messages about their contracts, but in other cases, we get weak responses.

“But everything we do is a work-in-progress, a learning experience. As long as we’re continually measuring what’s working and moving away from what’s not, we’re moving in the right direction.”