Saturday, 5 August 2017
40 Suspected Homosexuals Arraigned In Lagos Courts
40 Suspected
Homosexuals Arraigned In Lagos Courts
Thursday, 3 August 2017
Brand equity has a big role in RCI's strategy
Brand equity has a big role in RCI's strategy
By Kelly LeVoyer, Editorial Director, SAS
Editor's note: In this Analytical Marketing series, learn how a few dynamic executives at top brands have led their organizations into the modern world of data-driven marketing. Check back next month for the next article in the series.
RCI is no stranger to innovation. The company pioneered the concept of vacation exchange in 1974 and changed the way millions of timeshare owners experience the world. As senior vice president of global marketing for RCI (part of the Wyndham Worldwide family of brands), Phil Brojan takes modernization seriously, and sees it as a primary strategy to improve brand recognition in a highly competitive market.
Serving a membership base is quite different from using an open market model with an endless supply of customers, Brojan says. “Our interactions with our members require a good deal of context to be meaningful. That makes it even more important that we know them very well, and make our offers and services highly relevant.”
- To learn more about branding in the digital age, read the SAS white paper: Redefining Brand Performance for the 21st Century.

Phil Brojan, Senior Vice President, Global Marketing at RCI
Analytics enhances brand equity
RCI’s marketing organization began its analytical marketing transformation about eight years ago. “I still remember the meeting that started it all,” Brojan says. “I can remember exactly where people were sitting. We had so many people participating in what we knew was going to be a sea change for RCI, that some people had to sit on the countertops around the edge of the boardroom.
That was the point at which we all made the commitment that we were going to transform – we were going to become a much more data-driven organization. It was all driven by a simple fact: We were a membership organization that simply didn’t know enough about our members. We wanted to make sure we had reliable data to understand our customer better and to make better decisions. And we knew that had to change. Luckily we have great senior leaders who trust and empower us; we had a lot of encouragement and support.”
That transformation has enabled the company to segment and model customer data and act on it quickly. “We can personalize communications and sales channels like the web and make them more relevant and timely.” Data scientists work within the organization and collaborate with data analysts on advanced analytical techniques like optimization and modeling. “We’re seeing more direct attribution of revenue back to campaigns and we’re better able to see what’s working and what’s not.”
The impact of this analytical transformation is enhancing the role of marketing at RCI to build brand equity. “The insights we glean from the data now help drive overall business strategy. We’re providing key indicators of where the revenue opportunities are. This has been huge for marketing at RCI over the past five years, because we’re helping set the direction for the company and helping other organizational areas.”
From art to science
To sustain an analytical marketing approach, Brojan says that marketers need to be more like scientists than artists – which has changed how his organization thinks about hiring new marketers. “We now look for scientific and analytical skills and pick and choose where we put creatives,” he says, while noting that finding and evaluating people with these skillsets can be difficult. One way RCI has evolved its interview process along these lines is to rely more on panel interviews, where they present candidates with complex business scenarios and then ask them to explain what they would do and why.
Customer experience trumps all
In terms of what’s next for the analytical marketing organization, Brojan says that the focus will be on becoming even more predictive to anticipate what consumer wants before they even know – to recommend and predict more than react. “It’s about continuing to personalize the customer experience,” he says. “Everyone’s come a long way on focusing on the customer experience yet there is still work to be done. The effort to personalize is never complete.”
What to read next
What does it take to really put the customer at the center of your business strategy? This Harvard Business Review summary: Leading Marketing Excellence with Analyticsoffers insights from top leaders about building your business around your customers.
Tuesday, 24 November 2015
British envoy urges economic diversification
By Prince
Okafor
British
envoy has urged Nigeria to diversify its economy especially in the area of
renewable energy in powering the country, saying that this is the optimal way
to balance the current dip in international oil prices.
Economy
The
British High Commissioner, Mr. Paul Arkwright, also noted that with oil revenue
making up to 80 percent of the country’s budget, “Oil and gas remain extremely
important to Nigeria as the main revenue earning for the government and it will
stay like that for a longer while. I’m sure because of the reduction in oil
price in the country, it has actually created a serious impact in the
government revenue that is why the government needs to diversify the economy
beyond oil and gas, diversifying the economy is a key, I’m not too sure if the
price will rise or reduce,” he said.
He argued
that for the country to attract foreign investors in the oil and gas sector,
the Petroleum Industry Bill, PIB needs to be passed by the National Assembly,
saying that the non-passage of the PIB is hindering investors from coming in.
His
words: “To attract foreign investor in the country, the number one thing is to
pass the PIB. The PIB has been in the National Assembly for more than seven
years. I do think that it’s time for the PIB to be released; it is time it is
passed. It should be done with the cooperation of the international oil
companies because they will bring huge amount of employment to this country. If
this is done, you will see increased interest in investment in the oil and gas
sector from international companies.
“Without
power there can be no strengthening of the economy. Solar is a good example,
and we are already helping the Nigeria government with that. But financing is
very important and British banks are very well vast in financing power
infrastructure. There is the need for large scale insurance, that’s where
expertise can come in, good governance, partnership with the government is very
important.
Energy
access agreement
I’m not
saying you must do this or you must do that. The Nigeria vice president was in
London recently at a major launch with the UK minister, who was also here in
the country, of what we call the Energy Access Africa campaign,” he added
Recall
Vice president Yemi Osinbanjo signed the energy access agreement with the UK,
in which the UK government will increase the deployment of solar energy to the
West African country’s rural communities and also help Africa achieve universal
energy access by 2030.
UK
Minister of State for International Development, Mr. Grant Shapps, signed the
agreement on behalf of the UK government.
Osinbajo
said: “With the cost of solar power 20 years ago that would have been
impossible; the combination of innovation in technology, the low cost of solar
power has made this all the more possible.
“This is
an incredible opportunity in Africa, especially Nigeria, with over 96 million
people who do not have access to power.”
Osinbajo
noted that the use of kerosene had created a lot of safety and environmental
issues, adding: “A default energy source should be solar and the option was not
available for so long, but now it is cheaper, safer, and more environmentally
friendly.”
The Chief
of Party, USAID Nigeria Renewable Energy and Energy Efficiency Project, REEEP,
Mr. Javier Betancourt, also argued that solar system can help to power the
country such that its economy can attract more foreign investors.
According
to Javier, “Foreign Investors are attracted by profitability of investments and
unreliable and expensive energy will always result in reduced profitability.
Solar systems are reliable and cost effective therefore widespread use of these
systems will result in reducing the energy constraint and increase
profitability. Increased profitability will result in increased interest by
foreign investors.”
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