Webinar: Incrementality or Bust - Avoiding a Critical Error Any Business Can Make with Promotions
One of the most common mistakes businesses make with promotions is failing to understand the concept of incrementality. Unfortunately, the error can also be critical. Our experience has shown an opportunity to better understand incremental demand and revenue across the tourism, travel and entertainment industry - regardless of the product. When properly leveraged, the "law of incrementality" provides a tool for assessing risk associated with running promotions.
Stephen Davis, VP of Pricing and Revenue Services at Integrated Insight, serves the hospitality industry with expertise in pricing, revenue optimization, and forecasting. Stephen partners with theme parks, attractions, resorts, and cruise lines to deliver insightful and prescriptive strategies that are sustainable over time. Prior to joining Integrated Insight, Stephen served as a Sr. Forecasting Analyst at Disney Parks & Resorts, working with the F&B and Resorts teams. Stephen has a BS, Commerce & Business Administration and MA in Economics from the University of Alabama.
Samantha Annis, ICAE
Samantha Annis is currently the Chief Operating Officer at Santa’s Village Amusement Park in East Dundee, IL. Samantha started her career with Brunswick Bowling & Billiards in 1999, where she moved through the ranks with valuable lessons involving FEC operation, accounting and management over a six-year period. She continued to an accounting position for several years before deciding her passion was back in the entertainment industry. In 2011, she returned to the entertainment industry for a short time as an EMT before moving into a management and accounting role with Santa’s Village. Samantha has been in her current role for three years, and continuously works towards advancing the business growth along with her professional growth. Samantha currently holds an ICAE certificate through IAAPA, is a member of the IAAPA Finance & IT Committee, and spends her free time volunteering as the local VFW Auxiliary President.