Time to fly: An approach to segmentation and modelling customer dynamics in the travel sector

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In this Subject: Business
By this author: Nigel Magson ;&nbsp; David Dipple

Authors: Nigel Magson; David Dipple

Source: The Journal of Database Marketing & Customer Strategy Management, Volume 11, Number 4, July 2003 , pp. 299-318(20)

Publisher: Palgrave Macmillan

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Abstract:

The aim of this paper is to illustrate the modelling approach used by Talking Numbers, specifically focusing on customer behaviour and dynamics, within the travel sector. Although the approach is marketing-led, it follows clear stages, which are described with real life examples. The approach is not unique and can probably be described as a 'classical analysis approach'. The authors feel it is worth reiterating the benefits of this approach, and the amount of human intervention and the understanding which it entails by comparison with 'black-box' software, which claims to cut the model build process to a matter of minutes! This approach does not use necessarily complex 'black-box' analysis engines but emphasises the requirements for analysis definition and data preparation. There is scope to stage projects to be budget-conscious. The approach follows a number of stages, which are illustrated below.

Keywords: Database; Marketing; Customer; Relationship; Analytical; CRM; e-CRM; Direct; Mail; Telemarketing; Targeting; Segmentation; Behavioural; Analysis; Systems; Profiling; Campaign; Intelligent; e-marketing; Interactive; Market; Modelling; eCommerce; Internet; Information; Management; Research; Data; Protection