Customer Loyalty in the Age of Big Data

In the past, Hilton Worldwide, which has 4,200 hotels in 90 countries, used to look at individual consumers and decide who was a "Hilton" customer. It used that determination in its marketing — "Hampton Inn" people were targeted one way, while those who fit the profile of the Waldorf Astoria were approached in another.

Then the company had an "a-ha" moment.

Full Story: http://knowledge.wharton.upenn.edu/article/customer-loyalty-age-big-data/