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Global Data
& Analytics


Data Planning - Global Airline

Ogilvy & Mather
Global Airline


Business Challenge

A global airline leader had enjoyed steady growth until the recession. They needed to...
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Data Planning – Global Airline

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A global airline leader had enjoyed steady growth until the recession. They needed to shift their strategy to focus on efficiency while maintaining credibility and retain loyal customers. Specifically: driving marketing efficiency, effectiveness, and targeting solutions suitable for global roll-out.

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Data Planning – Global Airline

  1. 1. Global Data & Analytics Data Planning - Global Airline Ogilvy & Mather
  2. 2. Global Airline Business Challenge A global airline leader had enjoyed steady growth until the recession. They needed to shift their strategy to focus on efficiency while maintaining credibility and retain loyal customers. Specifically: • Drive marketing efficiency (cost savings) • Drive marketing effectiveness (incremental gains through data insights) • Develop a targeting solution which is suitable for global roll-out in addition to accounting for specific requirements of individual markets • Can be used to help drive and inform strategy as well as be suitable for use in tactical campaigns The target audience was Loyalty Scheme members – higher frequency business travellers (both high & low value) as well as Leisure Customers Solution Our client’s business and therefore customer data is undoubtedly complex. A simple one-dimensional targeting framework of dividing the universe into 6-8 customer groups was too broad brush an approach to meet requirements. An additional complexity was that the targeting framework needed to be situational, in that customers effectively have two different mindsets at different points in time, in that they can be travelling on business or for leisure. Our unique approach was to build an agile targeting framework in effective a series of mini- segmentations, profiles, targeting variables and models that can be used in conjunction with each other or in isolation depending upon the objective. The easiest way to conceptualise the behavioural targeting framework is to think of its components as a series of lenses or filters onto the customer base incorporating: Customer value, travel behaviours, air miles earning & redemptions, partner engagement, and communications Our data consultants developed the overall approach drawing upon a huge breadth a depth of previous experience in this area gained from similar projects across numerous industry sectors. With this particular implementation, our close working relationship with our client meant that we were able to develop a solution that could be hosted within their existing Teradata datawarehouse and be implemented through their existing campaign management software CRM. Results A view of the first 12-months reveals a realistic gains equivalent to the size of the total loyalty marketing budget. The largest gains are based on application across two levers: Cost Reduction: Streamlining of contact strategy: In particular reduction of volume communications for those not/ with a low level of engagement in email and ensuring more relevant contact through a more data-driven communications strategy Marketing Effectiveness: Insights generated have allowed prioritisation of marketing activity, with particular focus now being afforded to customers deemed to have ‘revenue at risk’

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