THE CHALLENGE

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.

THE SOLUTION

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 RESULT

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.

THE CHALLENGE

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.

THE SOLUTION

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 RESULT

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.