Five steps toward predictive marketing

5 steps to understanding predictive marketing in travel

TLearn Webinar 19 May 2015

Your hosts

Nick Vivion Global Events Lead & Moderator Tnooz

Gene Quinn CEO & Producer Tnooz

Your presenter

Dave O’Flanagan CEO Boxever

Poll no. 1 Where are you located?

Poll no. 2 Which industry segment do you

represent?

|  Boxever.com  

5 Steps to Understanding Predictive Marketing in Travel

Dave O’Flanagan, CEO & co-founder, Boxever @daveof

|  Boxever.com  7

What is predictive marketing?

Predictive marketing

uses predictive analytics to help you better understand your customers

and offer them a unique offer at the right time

|  Boxever.com  

Why Predictive?

•  Understand trends & relationships

•  Predict propensity

•  Identify new audience clusters

•  Communicate more effectively & personally

|  Boxever.com  9

Predictive Answers Questions… •  Who will respond best to my offers?

•  Who is most likely to buy?

•  What content & offers should I send these customers?

•  What channel will be most profitable?

•  What should I stop doing?

•  Etc.

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Marketing Maturity Model

Mass Merchandising

Macro Segmentation

Micro Segmentation

1-1 Personalization

Sophistication/ Capability

Customer Value

Tailored based on market, origin, destination, etc.

Segments  based  on  lifestyle  or  RFM  strategies  

Targeted  segments  based  on  similar  behavior  

Unique,  opBmized  offer  based  on  individual  behaviors.  

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Analytical Maturity Model

Descriptive Analytics

Diagnostics Analytics

Predictive Analytics

Prescriptive Analytics

Sophistication/ Capability

Customer Value

What happened?

Why  did  it  happen?  

When  will  it  happen?  

How  can  we  make  it  happen?  

Hindsight  Insigh

t  

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Maturity Models

Sophistication/ Capability

Customer Value

PARITY  (TradiBonal)  

DIFFERENTIATION  (Advanced)  

|  Boxever.com  

5 Steps

1.  Start Small 2.  Define KPIs to measure 3.  Get your data in order 4.  Test & Iterate 5.  Build Business Case

|  Boxever.com  

Step 1 – Start Small

|  Boxever.com  

Step 2 - Define KPIs to measure

% # $

|  Boxever.com  

Step 3 – Get your data in order

•  Identified •  Clean •  Integrated

|  Boxever.com  

Step 4 – Test & Iterate

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Step 5 – Build Business Case

GO

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Words of Advice

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Q&A

Thank you.

Dave O’Flanagan Boxever

@Boxever / www.boxever.com

Q & A

Thank you!

Send your questions and comments to [email protected]

Replay and presentation of webinar will be available on www.tnooz.com