Cornell and SAS Webcast Series Will Address Key Industry Issues

Sep 29, 2009

Contact:  Jennifer Macera, 607.255.3101,

Cornell and SAS Webcast Series Will Address Key Industry Issues

On October 2, research experts will explain how to find and use your company's key information

Ithaca, NY, September 29, 2009 – The first in a series of monthly webcasts will address the explosion of data available to business managers and strategists. Scheduled for Friday, October 2, the live webcast, "Where's My Data?," will run from 11:00 AM to 12:00 noon, eastern time. The three data experts leading the webcast are Professor Rohit Verma, executive director of Cornell's Center for Hospitality Research (CHR); Scott Chastain, lead architect for SAS Business Analytics; and Tracey Jarosz, director of customer and marketing insight at Fairmont Raffles Hotels International.

"This session is a tremendous start to our webcast series. Thanks to the assistance of SAS, which is a CHR partner, this series represents a true merger of industry and academe for everyone's benefit," said Verma, who has conducted numerous studies addressing product and service design, as well as process-improvement issues. "In this first session, we will explain how to attain, integrate, and manage the remarkable volume of data that is spread throughout your organization. In this case, architecture means creating a master data management system that makes business analytics possible."
As SAS's lead architect, Chastain has developed data architecture in such industries as healthcare, manufacturing, and finance. An expert in both technical and pragmatic aspects of database management, Jarosz focuses on customer relationship management and develops customer-focused marketing initiatives for Fairmont Raffles.

Future webcasts will address strategies to reduce labor costs in the hospitality and gaming industry; drivers of customer loyalty programs; investment and pricing strategies to position hotels and casinos for economic recovery; how to design and measure consumer reactions to "green" technologies and room design; and how hospitality companies can make the best possible use of social media.

Scheduled Future Webcasts:

November 6, 2009: Cornell Professor Michael Sturman and Kelly McGuire of SAS will address human resources strategies that allow for top efficiency while maintaining service levels, including hiring workers with the right skill set and deploying labor efficiently.

December 4, 2009: Professor Michael McCall will present the results of his research on best practices in customer loyalty programs. Webcast participants will be among the first to learn the results of this new study. David Ogden, Senior Consultant from SAS will discuss a methodology to calculate customer lifetime value considering balance between customer satisfaction and cost of retaining the customer.

February 12, 2010: Positioning now is important for the economic turnaround. Cornell faculty Bill Carroll and Jan deRoos will join with Ravi Mehotra, of IDeaS, to examine the key strategies for coming out of the recession better and stronger than before. The webcast will cover investment strategies, pricing strategies, and up-to-the-moment economic trends. We will hear from practitioners from around the globe about strategies they are planning to prepare for recovery.

March 12, 2010: Participants will learn the real effects of sustainability for hospitality operations. This session will address the key question of how "green" design affects the bottom line.

April 9, 2010: With a focus on social media, this webcast will again give participants the chance to be the first to hear the results of a new research study. Cornell Professor Lisa Klein Pearo will explain the key elements of using social media as part of a hotel and casino marketing strategy.

May 14, 2010: The webcast series will conclude with an examination of the most critical issues in the casino and hotel industry. This webcast will address the most critical topics of the moment, so that the topics will be chosen in May just before the session.

About SAS

SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.

About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's 76 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The center also publishes the award-winning hospitality journal, the Cornell Hospitality Quarterly. To learn more about the center and its projects, visit

Center Senior Partners: American Airlines Admirals Club,, McDonald's USA, Philips Hospitality, Southern Wine and Spirits of America, Inc., Taj Hotels Resorts and Palaces, and TIG Global

Center Partners: AIG Global Real Estate Investment, Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan Hospitality Group, eCornell & Executive Education, Expedia, Inc., Four Seasons Hotels and Resorts, Fox Rothschild LLP, French Quarter Holdings, Inc., FX Real Estate and Entertainment, Inc., HVS, InterContinental Hotels Group, Jumeirah Group, LRP Publications, Marriott International, Inc., Marsh's Hospitality Practice, Mobil Travel Guide, Inc., PricewaterhouseCoopers, Proskauer Rose LLP, SAS, Smith Travel Research, SynXis (a Sabre Holdings Corporation), Thayer Lodging Group, Thompson Hotels, Travelport, WATG, and WhiteSand Consulting

Center friends: • American Tescor, LLC • Argyle Executive Forum • Cody Kramer Imports • Cruise Industry News • DK Shifflet & Associates • • EyeforTravel • Gerencia de Hoteles & Restaurantes • Global Hospitality Resources • Hospitality Financial and Technology Professionals (HFTP) • • • Hospitality Technology Magazine • Hotel Asia Pacific • Hotel China • • Hotel Interactive • Hotel Resource • HotelWorld Network • International CHRIE • International Hotel Conference • International Society of Hospitality Consultants (ISHC) • iPerceptions • Lodging Hospitality • Lodging Magazine • Milestone Internet Marketing • MindFolio • Parasol • PhoCusWright, Inc. • PKF Hospitality Research • The Resort Trades • RealShare Hotel Investment & Finance Summit • Resort+Recreation Magazine • • Shibata Publishing Co. • Synovate • The Lodging Conference • TravelCLICK • UniFocus • WageWatch, Inc. • WIWIH.COM