TRAVEL & TOURISM
Improve customer experience, optimise marketing campaigns and evaluate market share in the increasingly competitive travel and tourism industry
Datamine first worked with Avis Budget Group back in 2013, when they were keen to get a better understanding of their market share in New Zealand. They wanted to get a sense for the competitor set they wanted to analyse, as well as determining the breakdown of the regions considered in the report. After compiling all necessary information, Datamine delivered Avis Budget a market share report with a number of useful and pragmatic insights.
Five years later, Avis Budget wanted to undergo the same process to determine how their market share has changed over time.
Datamine has done a great deal of work in market share reporting, and our techniques have become even better in the last five years. For this project, we began by extracting raw, anonymised BI data from Avis Budget and external banking systems.
The next step was to statistically adjust the raw data and apply cash and geo-weighting in order to account for anomalies and variations in the information. Once all of this data was organised and analysed, we compiled a commentary report that highlighted final market share figures.
Our 2018 report for Avis Budget Group delivered new insights into their market share and sales trends over time. The breakdown by region was very helpful for them in seeing which branches have seen growth and which haven’t, as well as how the car rental industry as a whole has been performing over the last five years and where Avis Budget Group have placed in the market during this time.
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:
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.
A large New Zealand travel organisation had a huge amount of data and wanted to ensure they were leveraging this to guide customer and marketing strategy. The biggest challenge in this was that they had customers engaging with them at different times through different channels, such as their website, call centre and social media profiles. They approached Datamine to help them build a repository to deliver a single view of customers so they could understand potential value across the base and better target their communications.
Datamine built a Datamart that cleans and merges customer information on an ongoing basis from over 150 stores, a central booking and reservation system, website enquiries and data collected from expos. Once in a central location, the information was matched and deduped to achieve a single customer view and unify records of their travel patterns, spend and store visits. This centralised database can be used to predict future behaviour and drive specialty brand growth.
The organisation is now able to understand each customer’s real value and glean valuable insights that were previously unavailable to them. The single customer view across brands, stores, websites and regions allows for better permission management across various channels. The client has also improved their marketing campaigns, which can be carried out in less time, at a reduced cost and with an increased ROI.