One of Datamine’s travel and tourism clients wanted to perform a customer base analysis in an effort to understand how variables such as season, gender, timing and location affect ticket sales.
The client had a number of strategic priorities for the coming years - in an effort to better capture and utilise their customer data to achieve these goals, they contacted Datamine about doing a data mining Knowledge Discovery project.
Datamine’s objectives for the Knowledge Discovery were to:
- Report on data quality for marketing purposes
- Increase the client’s shared understanding of customers
- Better target retention activity – identify advocates to keep and reward
- Inform targeting of acquisition and up-sell initiatives
Our team combined many data sources and took a deep dive into the data to deliver these objectives and help the client gain a better sense for customer behaviour – the insights from which would highlight what variables to change in order to reach their strategic goals.
The data mining project uncovered a number of valuable data points for the team to take into consideration, specifically related to booking habits, food and beverage performance, ticket sale location and customer growth. We also determined areas where the client outperformed the competition.
The organisation has plans to use these insights so they can make more informed decisions and achieve their marketing and sales goals over the coming years.