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Jim Sprigg

Jim Sprigg

InterContinental Hotels Group (IHG)

Jim Sprigg is director of Database Marketing and Analytics at InterContinental Hotels Group (IHG), where he has led IHG’s innovations in promotional design, targeted marketing, and marketing measurement. Jim leads a center-of-excellence comprised of 75 rock-star individuals residing in Atlanta, Manila, and Bangalore… supporting both science and execution of marketing for stakeholders across the globe.

Previous roles at Lockheed, UPS, and Department of Defense involved advances in cost-based pricing, actuary/underwriting, effects-based military planning, and economic simulation. Jim’s focus today and throughout much of his previous academic and professional career has been the use of computers to understand and/or influence consumer choice. He is a frequent speaker at marketing conferences, a Trustee of the Marketing Science Institute, and has published in peer-reviewed journals including Marketing Science, Computational Economics, Journal of Consumer Marketing, and Journal of Brand Strategy.

Related articles


Consumer Behavior

Quest for the Grail: Measuring the Incremental Influence of Promotions in a Digital Big Data World

by Jim Sprigg

Despite the prevalence and variety of attribution methods, there are no strong substitutes for controlled experiments when trying to measure the causal impact...

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Stream of data
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