Today’s travel consumers have more options than ever before in how they discover and shop for everything from hotels and entertainment to timeshare properties and vacation experiences. So it’s crucial for Travel & Hospitality companies to reach prospects and customers in multiple channels with the right message at key points in their customer journeys.
That’s where Wiland comes in. We help travel industry marketers find new prospects and cultivate customer relationships through highly targeted, data-driven marketing solutions. Our vast consumer transactional data and proprietary analytics combine to deliver highly responsive audiences that can be reached through online display advertising, direct mail, and other channels.
The result is vastly improved marketing efficiency that produces measurable results.
New Customer Acquisition
Find prospects who are the most likely to become—and stay—loyal travelers and guests. Wiland’s predictive analytics and modeling solutions identify the best new prospects from within our vast database. This approach means you can acquire new customers affordably and realize the best return on investment for your acquisition campaigns in all channels.
Increasing Revenue from Current Customers
Understand your customers like never before. Our extensive data, analytics, and segmentation allow you to concentrate your resources on the most promising customers in your CRM database. We also help you avoid the high cost of continuing to pursue the wrong customers, and focus on those whose behavior, as indicated in our data, indicates brand loyalty and repeat purchases.
Reactivating Lapsed Customers
Make past customers part of your future marketing plans with Wiland’s customer reactivation modeling. We can identify the inactive customers who are most likely to become loyal travelers and guests, based on recent, relevant activity as observed in the Wiland Database.
Digital Solutions for Travel and Hospitality Marketing
Reach your audience online with Wiland’s Custom Digital Audiences and Managed Display Campaigns. Our highly targeted audiences, custom configured from our vast data for your particular brand or offer delivers your message to the right prospects and customers when they go online.
Our fully managed display advertising brings a refreshing level of transparency, precision, and measurability to programmatic ad buying. With Wiland’s managed display campaigns, ads are deployed across our vast network that includes Facebook, Google, Yahoo, MSN and many others. Campaigns are continuously monitored and optimized for response, and clients receive detailed reports on performance.
Lead Scoring and Housefile Optimization
Focus your marketing efforts (and dollars) on the customers who are most likely to respond to your next offer. For travel and hospitality companies that generate a large number of leads in their prospecting efforts, our predictive models will score them and enable you to prioritize follow-up sales and marketing efforts for maximum ROI. Our predictive modeling also determines which customers on your housefile have the greatest potential lifetime value. We will identify customers you currently market to who are unprofitable, and find inactive buyers that will perform well again.
Marketing Budget Optimization™
Cut the waste out of expensive prospecting and customer marketing. Our predictive models rank names from top to bottom based on buyer behavior, giving you the confidence to remove low-performing names from online and offline prospecting efforts. Unresponsive names can be replaced with better prospects, or the savings can be applied to other campaigns or across other channels.
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President, Ultimate Data Division
Mike is a catalyst for change who infuses the organization with a customer and market centric mindset. He is responsible for leading Wiland’s Ultimate Data Division. This includes the sale of non-cooperative database products across all markets, the development of co-created marketing audiences via audience partners, the overall management of the Automotive, Financial Services, and Consumer Packaged Goods (CPG) industries, and the development of digital newsletters and the direct-to-consumer data aggregation businesses.
Mike has over 20 years of experience in the information industry. He held general management and sales roles on the leadership teams at R.L. Polk & Co. as well as IHS Automotive. He led global product management organizations and North American sales and marketing teams, as well as leading corporate restructuring efforts in the U.S. and Europe. Mike was inducted as a Young Leader into the Automotive Hall of Fame in 2006 and remains active in the automotive industry. In addition to his focus on the company’s data products and partnerships, Mike brings a wealth of expertise in strategic planning, operations management, brand management, and leadership development.
Mike is proud to come from a family of small business owners and entrepreneurs. His great-grandparents founded the town of Gingellville in 1837 after receiving a land grant from President Andrew Jackson and successfully ran the hardware store, grocery store, and gas station for multiple generations. Mike received his undergraduate degree from Oakland University and his MBA from Wayne State University. When he is not working, Mike enjoys participating in his kids’ sporting events and local politics. He is currently serving his fifth term as an Oakland County Commissioner and is the Chairman of the Board of Commissioners.
Favorite Quote: “Leadership and learning are indispensable to each other.” —John F. Kennedy
- Phone: (248) 302-2301
- Email: email@example.com
New Business Development
SVP, Ultimate Audiences
Chris leads the Ultimate Audiences business development team, helping agencies and brands find the right custom and on-demand audiences for their advertising programs. Chris’s career began in 1991 with IBM, followed by Canon where he managed a dealer network and landed several new major accounts for the Government Marketing Division. After five years he accepted a position at American List Counsel, where he spent a decade building data marts, creating hundreds of business intelligence reporting solutions, and automating processes that fueled the company’s growth. From there he served at NextMark for seven years, tripling the business in size through a balanced effort of acquisition and organic growth.
Other roles at V12 Group and Statlistics provided Chris the opportunity to work directly with top B2B and B2C clients, many of which resulted from his new business development efforts. He served as President of the Vermont/New Hampshire Marketing Group, contributes to leading trade publications, and speaks at industry events and universities.
- Phone: (609) 203-3483
- Email: firstname.lastname@example.org
VP, New Business Development
A true and sincere people person, Mark translates his vast knowledge of the publishing sector to clients throughout the home and personal services and travel and hospitality industries as Vice President of Business Development in Wiland’s Ultimate Data Division. Adept at bringing clients effective solutions that solve their unique needs and concerns, Mark looks to build relationships with and attain success for each client he works with.
Mark’s background includes immense experience in account management and business development roles primarily within the publishing industry. Mark was first introduced to the publishing world through the tough yet terrific training ground of working in and managing a call center before moving into client account management in an analytical and cooperative database environment at Experian. From advising clients on how to better manage their audience development strategies to putting his genuine listening and problem-solving skills to work, Mark has built a career rooted in client success.
Outside of work, Mark stays busy traveling, hiking, and biking with his five children. He is also an accomplished musician, giving his love for interacting with and getting to know people a creative outlet as he plays clubs, weddings, and parties with his two professional bands.
Favorite Quote: “Whether you think you can, or think you can’t—you’re right.” —Henry Ford
- Phone: (303) 902-7945
- Email: email@example.com
SVP, Client Services
Dave is a self-proclaimed man of numbers who brings a wealth of direct marketing knowledge in digital and offline environments to his role as Senior Vice President of Client Services in Wiland’s Ultimate Data Division. With a double major in finance and economics, Dave brings his data-driven focus to overseeing a team responsible for the delivery of solutions and services to several hundred Wiland clients.
Dave’s nearly 30 years of direct marketing experience began at Fingerhut, where he held multiple marketing-related positions. He then moved on to catalog marketer Michigan Bulb, which was part of Foster & Gallagher, where he led the new customer acquisition marketing and circulations functions and oversaw direct response advertising decisions and vendor relationships for more than four years. Prior to joining Wiland, Dave also held a variety of senior positions with Epsilon.
Outside of work, Dave has been trained in effective negotiation, management, and coaching for success.
Favorite Quote: “Gentlemen, you can’t fight in here! This is the War Room!” —Dr. Strangelove or: How I Learned to Stop Worrying and Love the Bomb
Client Services Director
April began her direct marketing career with the legendary National Demographics & Lifestyles (NDL) in 1993 before moving on to Arvato, part of Bertelsmann, which often took her to Germany (including during the World Cup in 2006).
April came to Wiland in 2007, where she advanced to outside sales. In 2012, when cancer struck, April’s family and Wiland colleagues lovingly helped her through the tough times. Today, as a survivor, she says, “Wiland is like a family to me. I have a completely different perspective on life these days and always look at the positive in everything I do.”
When not at work or checkups, the avid motorcyclist (who started riding long before it was cool for chicks to ride) hits the road year-round in the mountains, plains, and everywhere in between. She loves hanging out with her beloved dog, Lucky, noting that rescue is a two-way street.
Favorite Quote: “When life gives you lemons, make lemonade.” —Dale Carnegie (attributed) by way of April’s mother
SVP, Product Management
Dave is passionate about learning and exploring, both at work and in his personal life. He loves to challenge his own ideas and notions, always seeking to improve. These traits, coupled with his love of facts and statistics, drew him to direct marketing some 20 years ago; and these virtues are brought to his role at Wiland, where he oversees product development and marketing for the many vertical markets that Wiland serves.
Before joining the company, Dave spent nearly a decade in senior marketing positions at multi-brand catalog retail companies including Astral Direct and Concepts Direct. He also has significant service-side experience, having worked with major direct-marketing clients at EDS, the Polk Company and Prime Response.
Dave graduated from Fort Lewis College in Durango, Colorado, and from the University of Colorado at Boulder, where he received his MBA and, more importantly, met his wife. Having lived in Springfield, Missouri for a number of years near the beautiful Ozark Mountains, Dave and his family have returned to Colorado where the much larger Rocky Mountains form the iconic western skyline. When not developing new marketing solutions for our clients, Dave enjoys watching his teenage son and daughter play competitive soccer, traveling to lands near and far, and, of course, exploring.
Favorite Quote: “It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” —Mark Twain (attributed)
SVP, Digital Product Manager
Immersed in the exciting personal computer revolution of the 80s, Will cut his teeth on desktop publishing and computer graphic arts. After earning a bachelor’s degree in education and physics from Brigham Young University and an MBA from North Carolina State University with an emphasis on product innovation and marketing, he developed online storefronts and other early web technology.
He then helped other innovative companies turn ideas into viable marketing tools. Recently, his focus has been on the appropriate, secure use of consumer data for effective marketing; optimization tools for creative, audience and media; cutting-edge technical developments in digital marketing; and the evolution of mobile, local, video and other rapidly emerging digital channels.
Will says his true work and passion is at home, where he helps care for, and learns from, six amazing children. He teaches safety and leadership skills to Boy Scouts and to adult Scout advisers. An accomplished and award-winning Toastmaster, Will stands ready to address any gathering. As our go-to guy on digital, Will expands Wiland’s bandwidth by translating geeky concepts into simple explanations and thorny technical challenges into elegant product solutions.
Favorite Quote: “Real genius is nothing else but the supernatural virtue of humility in the domain of thought.” —Simone Weil
VP, Product Management
Throughout his career, Wells’ core mission has been to help companies thrive by identifying their challenges and building solutions that fuel success. He brings this same results-oriented outlook to his role as Vice President of Product Management at Wiland.
After graduating from Amherst College in his native New England, Wells began his over 20-year marketing career at direct marketing powerhouses The Danbury Mint and Time Life. More recently, he’s helped companies like The Discovery Channel, Time, Inc., and EBSCO succeed by leveraging data and digital platforms to engage audiences and by leading multi-channel integration initiatives. As part of the Wiland team, Wells enjoys having daily opportunities to use his multifaceted experience to support clients and colleagues alike.
As a recent Colorado transplant, Wells’ top hobby has been gaping awestruck at the Rocky Mountain vistas with his wife and two sons. He also enjoys jogging with his dogs, cheering on and coaching his lacrosse-obsessed sons, and relishing the unfolding of each day with family and friends.
Favorite Quote: “It’s not that I’m so smart, it’s just that I stay with problems longer.” – Albert Einstein
Lia’s Colorado roots run very deep. Her great-grandfather settled a mining town south of Boulder around the turn of the 19th century, and her family has been here ever since. After two years at Walla Walla College in Washington state, she headed back to the University of Northern Colorado, where she earned her B.A. in psychology, and she’s been in Colorado ever since.
Lia spent nearly six years in marketing, sales and event planning at the Fort Collins Country Club. Here at Wiland, she manages all aspects of our corporate identity and brand, along with trade show attendance, sponsorships, marketing messaging and strategy, and web content. She flies all over the country for Wiland, but when she’s not doing the traveling she loves, Lia enjoys her country home at the base of the foothills. She and her husband, Zack, have property with a small flock of chickens, sheep, a dog, and a huge garden. Lia enjoys fishing, boating, hiking and camping, and spending time with family.
Favorite Quote: “Remember there’s no such thing as a small act of kindness. Every act creates a ripple with no logical end.” —Scott Adams