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Is a banker from New York, who is traveling from Las Vegas to San Francisco and recently bought expensive jewelry online, more or less likely to pay to upgrade his seat on the flight, than a high tech engineer from Silicon Valley who earns the same amount of money and is flying on the same flight?

The answer is not straightforward, and it’s not intuitive. The banker may be willing to pay for prestige, and legroom.
The technology superstar may be willing to ante up for extra overhead space, and peace and quiet to think about the next big change to his algorithm.

You cannot know who had a good night at the tables and who feels better about himself leaving Las Vegas than before he got there.

But you can know how a particular traveler is likely to want to transact online, his loyalty status, and the best way to interact with him to make a sale.

The starting point is collecting Profile Data, an important part of targeting the traveler online.

According to a Forrester research report on data personalization, profile data encompasses “aggregate information about the audience segment members and their behaviors — for example, how they interact with digital channels, key concerns, and subject-matter knowledge.”

And in the aggregate, this data is powerful stuff.

Adara, for example, has more than 225 million monthly unique traveler profiles, and 70 data partner relationships with leading travel providers, including major hotels brands, and international air carriers such as Delta, RyanAir, Marriott, and Hilton.

But at the end of the day, the big numbers are important only if the data can help you directly support real-time decision-making – that is, if you can get access to first-party data at a transparent level.

That kind of high quality data includes variables such as:

  • Demographics
  • Behavioral Insights
  • Travel Insights
  • Performance Insights

So, back to our two Las Vegas travelers: To understand them as potential targets, you would want to know the flights they booked recently, which destinations they visited, the amounts of money they’ve spend during the course of each trip, and maybe even the kinds of hotels they like to visit.

Knowing which sources to use to obtain the data, how to cull and analyze it, and how to deploy it, can make the difference between success and failure in targeting them in real-time online environment.

With that knowledge, you might ask: After they land in SFO on this trip, are they likely to want to rent a car when they land, or hire a professional chauffeur?

And which one is likely to book at a Five-Star restaurant or use the spa at their hotel?

The data holds the answers. Personalizing the data is a critical first step toward understanding the holistic traveler in the context of your business.

This content is created collaboratively in partnership with our sponsor, ADARA.

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Tags: big data, data, personalization

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