five steps toward predictive marketing
TRANSCRIPT
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
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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.
| Boxever.com 11
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