An effective marketing plan that leverages data to target the right customers with specific routes can cut costs while boosting revenue for airlines.
Marketers are understanding the impact data has on creating relevance when it comes to carrying out effective communications channels with customers and potential customers. However, marketers are also finding data collection, segmentation and activation to be a daunting task.
In the below infographic by Yieldr, all of these points are outlined. For instance, one-third of marketers say their ability to analyze data to create personalized experiences is poor. Therefore, many marketers are seeking outside help, with data-management platforms playing a vital role.
If you’ve asked yourself ‘Aren’t we already doing that?’ when it comes to Big Data marketing, you’re not alone. Although marketers are feeling the pressure – both externally and internally – to evaluate and adopt new technologies and techniques, many struggle to identify how their current data-driven techniques really vary from the Big Data phenomenon at play.
Does Big Data marketing leverage different data? More data? Better data?
Do the technologies and processes change how I engage with my customers? Smarter? Faster?
Are the results different? Better? Impossible to achieve with what we have today?
Well, yes and no to all of the above. It’s not about altering the data used; it’s about altering the way the data is used. And it’s not about changing how you engage with your customers; it’s about automating the delivery process to extend relevant reach. Lastly, it’s not about aiming for different results; it’s about optimizing the process to expedite those results.
Many marketers who are focused specifically on cracking the code for ‘successful mobile marketing’ are turning their sights to Big Data marketing based on the points mentioned above – data analysis, automation, and optimization. It’s just not feasible to... Read more
Time Magazine recently published the cover story ‘Data Mining: How Companies Now Know Everything About You.’ It’s another intelligent and well-articulated point of view from Joel Stein; however…
I think as we tend to do with the hot topics du jour, there is an inaccurate portrayal of what consumers truly perceive to be important. To clarify, I’ll define what consumers “perceive” as important based upon two metrics:
(i) What they say is important/what their beliefs are and
(ii) What they actually do (i.e. what they purchase).
For example, a recent Harris Poll conducted in November 2010 found that while more Americans now describe themselves as being environmentally-friendly, their actual purchase behavior contradicts that. We say we want to be “green” but don’t live that way. So what gives? A new Rasmussen Reports survey finds that of those who will buy a “green” car in the next decade, nearly half (49%) are more likely to do so because of high gas prices, not because it’s good for the environment…and there’s the 900 pound gorilla in the room – economic motivation.
When it comes to behavioral patterns online, most consumers would still prefer to pay not with currency,... Read more