Optimising customer communication​ for international travel agency group

$13m

annual profit improvement

Situation

We have been engaged by this client over many years to improve operational efficiencies and increase the ROI of marketing communications activities through the use of data.

What we did

Over time we have progressively developed a series of customer segmentations, predictive models and customer insights to support the CRM strategy and operations.

These have been actioned on a daily basis through an automated CRM programme that is continuously targeting customers with relevant messaging and promotions.

Additional work has included the creation of front-line, insight-driven dashboards for sales agents and marketing partners (e.g. cruise operators, car hire …) and efforts to improve the quality of data captured through education, data entry tools and learning algorithms to ‘fill in the gaps’ in the data.

Outcome

Over time this has become an extremely successful programme generating $500m in incremental travel bookings in 5 years and $13m annual profit improvement for marketing partners (car hire and cruise suppliers).

In addition we have supported massive engagement in data by agents with 100% adoption of dashboards by the business, improving decision making and lowering management reporting costs.

Beyond Analysis’ strategic approach and data analytics has taken our direct marketing programs to new heights allowing our direct marketers to deliver smart, innovative, data driven communications to our customers. When it comes to customer insights, we would not trust anyone else but the team at Beyond Analysis.

Direct Marketing Lead

Beyond Analysis is a data science, analytics and strategic data solutions and consulting business.

Reach us at info@beyondanalysis.net

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