predictive marketing in tourism: a key feature for your marketing roi
DESCRIPTION
Predictive segmentation of your database allows you to calculate the best time for pushing a second travel offer to a client who has already bought one. From the travel perspective, you can also evaluate what travel offers to push at a particular time in order to get the most form your subscribers, whether it’s for their first trip, second or even third. Pushing offers should be made according to what your data is telling you, by identifying the right marketing pressure to put on the various communication channels that you. Want to find out more about the NP6 Group and how our software and services can help you improve your e-marketing strategy? Get in touch with one of our team to find out more about our new e-marketing solutions. http://www.np6.co.uk/resources/documentation/download-our-documentationTRANSCRIPT
Cédric Hervet
Operational Research analyst
Predictive marketing in tourism: a key
feature for your marketing ROI !
AGENDA
Who are we ?
Describing the travel market
Data analysis and marketing recommendations
Data-mining travel data
Conclusions
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WHO ARE WE ?
is an affiliate of group
NP6 is a leading group in the multi-channel CRM and predictive marketing industry
SOCIO is the « data science » entity of NP6
Since joining NP6, we have created a marketing DMP software : GeckoData® , in
which we integrate scoring modules produced by our EMA interface :
MailPerformance
This predictive marketing software, which was designed as an SaaS tool, is evolving
gradually: • First, appetence scores (propensity, reactivity)
• Then, risk scores (churn, complaints…)
• New predictive modules are coming…
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Describing the travel market
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A “mature” online market
The travel market is amongst the most dematerialized of all; not only is it q highly
competitive market, but the customer is also truly mature: they often wait for “good
deals” and last minute reservations
It is a market driven by data; it has the greatest number of online comparators on
travels, prices, flights, hostels…
Analyzing data produces a very precise knowledge of a client, which is conducive
to increased sells and profits
Both SOCIO and NP6 have several years worth of experience in this industry,
working for both for big and small business
Knowing your clients and prospects is a key
Having a ‘go-to’ market strategy is a key
IN WHAT WAYS DOES DATA SCIENCE GIVE RELEVANT INSIGHTS INTO THE TRAVEL MARKET ?
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Data analysis and marketing
recommendations
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Activity management
Visualizing indicators will allow you to understand the difficulties you may meet;
indicator by indicator as well as in a convergent way
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Average basket evolution Trip number per client evolution
Trip duration evolution Reservation delay evolution
Average basket
Average by year
Trip number per client
Average by year
Reservation delay
Average by year
Trip duration
Average by year
Ave
rage
bas
ket
Trip
du
rati
on
Res
erva
tio
n d
elay
Tr
ip n
um
ber
per
clie
nt
Visualizing recruitment performance
This graph highlights the best destinations in terms of recruitment (% new clients) and
global evolution.
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Evolution of number of clients VS % new clients
This destination recruits few new clients but it keeps them: good loyalty performance
This destination recruits a lot of new clients, but globally, it looses clients: its high appeal does not compensate for its lack of loyalty
Data Mining travel data
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Scoring clients in order to target potential repeat purchases
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In order to decrease the rate of ‘one-timers’, you need to be able to target your
potential multi-purchase clients by calculating your base
Decision trees can provide logical rules to identify potential repeaters :
Length of stay
Booking channel
dicount
Number of
people
Turnover per
day
SCORE OF REPEAT PURCHASE FOR EACH
CLIENT
The target variable is : “ One-timer” versus “repeated purchase client”
The explanatory variables are built on first purchase characteristics, for example : booking channel (first trip), turnover per day (first trip), discount (first trip), number of people (first trip), length of stay (first
trip) and socio demographical information about the client
Targeted selection of best scored clients to improve the 2nd purchase transformation
CONCLUSIONS
The travel market faces many challenges: lots of ‘one-timers’, customer maturity,
competitive environment, …
An efficient management of data knowledge can help you make the difference:
– Knowing who your clients are
– Knowing when, where and how you should communicate
Data-mining techniques enable you to predict your clients behavior so you can
react before it is too late
Helping our clients to understand and use their data is the core of our expertise
NP6 and Socio are currently in the process of designing SaaS tools for the following
analyses:
– Automation of both analysis and recommendation
– Accessibility for everyone
– Construction of predicting scores for designing your campaigns
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Email marketing
SMS Marketing
Deliverability
Email intelligence Dashboarding Consultancy
Datamining
Machine Learning
Predictive Analytics
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Founded in 1999
More than 100 employees
Offices in LONDON, PARIS, BORDEAUX
Turnover of €15 million
ISO 9001 certification since
2001
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THEY TRUST US
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