Red Roof Inn Turns Weather Woes Into Major Sales

Case Study

The hotel chain woos stranded airline passengers with deals based on flight cancellations.

Much of the conversation among marketers today focuses on Big Data. More specifically, how marketers can pare it down to make it useful. Leveraging open data—or free information such as government stats or weather information—is one way marketers are using Big Data to inform their campaigns in real time.


In fact, marketers for hotel chain Red Roof Inn saw an opportunity to use this past winter's weather data to turn travelers' woes into valuable offers and increased sales.

“We wanted the data to show us how to compete [during the harsh winter travel months] when it was so competitive with other hotel companies, and [then determine] how this data could help us outsmart them,” says Marina MacDonald, CMO of Red Roof Inn.

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Optimize Your Advertising On Facebook

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Anyone advertising on Facebook should take a quick read here.  For our customers who are running advertising with us, or for those thinking about running advertising platforms on our partner platforms from Adobe Media Optimizer or Kenshoo, please pay special attention to the targeting and bidding sections of this guide.



How A Little Known Concept From Sun Tzu’s Art Of War You’ve Never Heard Can Apply To Your Sales Pipeline


Anyone who has ever been involved in selling something knows that there are so many things that can influence the deal.  Experienced sales teams use formal gates and stages to communicate the progress in their pipelines.  Ultimately these forecasts are reported to Wall Street.  Public companies ask sales teams to not only forecast the size of all of their deals, but also their close dates.  That’s hard.

One tool that we use at LCG is deploy lessons from the military in areas that are helpful.  SunTzu has a terrific concept that we use in assisting with our forecsasts: the “Shih”.  If you’re not familiar with the concept of the “shih” it is an ancient Chinese philosophy in military art, and a key concept in Sun Tzu’s teachings.  It means the “momentum of battle", the unseen powers that influence the conflicts of war.

“To win 100 battles is not the height of skill, to subdue the enemy without fighting is.”  Sales people who convince the customer never to publish an RFP have won the war without ever fighting the first battle.  To have that kind of overwhelming fit with an organization is to have the shih.  read more


Talking to Jeff Lunsford, Chief Executive Officer of Tealium

As part of our commitment to provide our customers with the leading marketing technology providers, Lima Consulting Group partners with the leading innovators in the industry.  Our partnership with Tealium is another demonstration of how LCG can help marketers reach a higher return on their marketing technologies.


We recently had an opportunity to interview Jeff Lunsford, Chief Executive Officer of Tealium read more



LCG Now Featured on KD Nuggets

LCG is now featured on KD Nuggets online list of data mining and consulting companies.

KD Nuggests is top community resource for analytics, data mining, data science software, companies, data, jobs, education, and news.

To see LCG's posting and learn more about the resources the website provides, visit the link HERE.


Leading Travel Ecommerce Sites Struggle with Digital Marketing Data Quality, According to New Research

How The Top Travel Sites Perform

-- Online travel agencies are leading the charge while airlines lag behind --

OREM, Utah, April 15, 2014 /PRNewswire/ -- In the second installment of The Return on Marketing Technology research series, Lima Consulting Group  and ObservePoint conducted extensive research on the top 140 global travel websites to get a granular look at their digital marketing technology deployments.

The research report titled "The ROI of Marketing Technologies: How the Top Travel Sites Stack Up" shows that only 89.3% of all pages audited have a web analytics tag; and 36.8% of pages report inflated page view metrics across all sites. These factors contribute to poor data quality for some of the web's biggest digital marketing spenders. read more



Congratulations To Our Partner Ensighten For Acquiring TagMan


By Josh Manion, CEO

Four years ago, we founded Ensighten with a bold vision: to transform the way enterprisescollect, own and act on all of their customer data across every digital touchpoint. And in today’s increasingly connected world, as we move towards the inevitable ‘Internet of (Every) Things,’ our vision holds true —and is even more true for our customers.

Today we take a major step forward in achieving this vision with the acquisition of TagMan, the pioneer in Tag Management Systems. TagMan has been an innovator and thought leader in the tag management space since its founding in 2007. Its Marketing Data Platform is uniquely aligned with Ensighten’s Agile Marketing Platform, enabling customers to collect, own and act at massive scale: read more

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