Travel marketers were among the first to appreciate the value of data, and they were early pioneers in modeling past-purchase and aspirational behavior to develop compelling and relevant promotions with tailored marketing strategies. Established brands like Hilton have decades’ worth of data in their vaults. But, like Hilton, most have internal restrictions for the acceptable use of this data in marketing. Often, these controls vary depending on the channel delivering the messages. For example, Jackie Talbot, Hilton Worldwide’s senior director for CRM products and solutions, explained, “With email, you raise your hand. You’ve said, ‘Yes, sign me up, here’s all my information. It’s fine for you to know my name. You can put my name in your email. You know my email address. You know all of those things.’” Get the full story at Digiday