Hotel Online  Special Report

Cohorts and Harrah’s Are Founding Members
of New DMA Hospitality Council; 
Cohorts’ Fitzpatrick and Harrah’s Norton to Serve as Co-Chairs

DENVER (Nov. 9, 2004) —The Direct Marketing Association has formed a new Hospitality Council, which launched Nov. 1, 2004. The council is co-chaired by David Norton, senior vice president, relationship marketing for Harrah’s Entertainment and Mike Fitzpatrick, vice president, account services for Cohorts. 

The formation of this council was inspired by the need to address the specific and unique requirements of the hospitality marketing industry.

“I work with marketers across the travel and hospitality industry who share a common, growing interest in learning how direct marketing can benefit their business,” said Fitzpatrick. “The new DMA Hospitality Council will serve the database marketing professionals in the industry by sharing ideas and creating networking opportunities.”

The initial interest from hospitality marketers, including hotel operators, gaming concerns, cruise lines and escorted travel operators has been very strong. 

“The council has been established to facilitate discussions of best practices and challenges the hospitality industry is facing in direct marketing,” said Norton. 

The formation of the new council was announced at the 87th annual DMA convention in New Orleans in Oct. by John Greco, president and CEO of The DMA.

About Cohorts® and Hispanic Cohorts®

Cohorts and Hispanic Cohorts help marketers get the right message to the right household, significantly improving the effectiveness and ROI of data-based marketing initiatives and strategies. These integrated household-based segmentation and marketing tools enable marketers to understand the distinct types of customers they serve, precisely identify multi-channel marketing opportunities, create customized communications and marketing programs, and craft actionable market research. Cohorts and Hispanic Cohorts analyze and describe consumers in terms of their demographics, lifestyles, attitudes and behaviors, as well as their interactions with marketers – such as what consumers buy, how much they spend and their preferred channels of purchase.

About the Company

Experienced in database marketing applications, market research and database development, the Cohorts staff works with leading customer-focused companies like Ambien, Cablevision, Cendant, Choice Hotels International, Harrah’s Entertainment, La Quinta Corporation, Mediacom, Memorial Hermann Hospital, Target, Time Warner, The Venetian Resort-Hotel-Casino and Value Link. The company specializes in a variety of industries, including financial services, hospitality, insurance, retail and telecommunications, and works with key strategic partners, including Acxiom, Equifax, Experian, MRI, Scarborough Research and Simmons Market Research Bureau. Launched in 2004, Hispanic Cohorts is the first Hispanic household-based segmentation product in the market. Cohorts and Hispanic Cohorts are registered trademarks of Looking Glass, Inc.

For more information, visit or contact Kelley Eckler at Cohorts, 1624 Market St., Suite 311, Denver, CO 80202; (303) 893-8600; fax (303) 893-8611; or

Kelley Eckler
1624 Market St., Suite 311
Denver, CO 80202
(303) 893-8600
fax (303) 893-8611
Also See: Choice Hotels Commits to Cohorts® for Database Enhancement and Analysis: Testing Proves Household-Based Segmentation Delivers ROI / June 2004

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