1. Private & Confidential
Private & Confidential
The right customer for the right
revenues at the right time
IQPC Customer Loyalty, 24 August 2011
PHANG Shueh @Chyan

2. 2
In a world of limited
resources…

3. 3
…some customers are more
equal than others

4. 4
Challenge: Find and focus on
the ‘more equals’

5. 5
Identified key behavioral variables in
trips/bookings
Purchase Lead Time Number of Passengers
1. Impulsive (<15 days)
2. Planned ( 15-30 days)
3. Well planned (30-60 days)
4. Very well planned (>60 days)
1. Single (1)
2. Couple(2)
3. Group (3-4)
4. Large group (>4)
Length of Stay Weekend Stay
1. Short (1-3 days)
2. Medium ( 4-5 days)
3. Week-long (6-10 days)
4. Very long (>10 days)
1. Weekdays (0)
2. Weekend (1)
GOAL
Create meaningful behavioral types for analysis
Analysis StrategyData

6. 6
Assembled the data into trip/booking types
that characterize customer behavior
Analysis StrategyData
Purchase Lead Time
1. Impulsive (<15 days)
2. Planned ( 15-30 days)
3. Well planned (30-60 days)
4. Very well planned (>60 days)
Number of Passengers
• Single (1)
• Couple(2)
• Group (3-4)
• Large group (>4)
Length of Stay
• Short (1-3 days)
• Medium ( 4-5 days)
• Week-long (6-10 days)
4. Very long (>10 days)
Weekend Stay
• Weekdays (0)
• Weekend (1)
Trip Type
e.g. impulsive, single
pax, medium stay,
weekend

7. 7
Associated trip/booking types with revenues
to understand relative profitability
Analysis StrategyData
Trip Type
Rank1 Lead Time No. of Pax
Length of
Stay
Weekend
Stay
Revenue Per
Booking
Trip Type 1 Impulsive 2 4 days Yes
Trip Type 2 Planned
Trip Type 3 Impulsive
Trip Type 4 Impulsive
Trip Type 5 Impulsive
1 Based on contribution to bookings
‘Last minute’ content
is important
Focus acquisition/
merchandizing
efforts on these
trip types

8. 8
Arranged trip/booking types into meaningful
segments
Analysis StrategyData
Pax
Lead
Time
Denotes volume
of bookings

9. 9
Arranged trip/booking types into meaningful
segments
Analysis StrategyData
Pax
Lead
Time
Denotes volume
of bookingsPax
Lead
Time
Denotes volume
of bookings
Group
Impulsive
Single
Impulsive
Single
Planned
Group
Planned

10. 10
Established the go-to-segments to pursue
Analysis StrategyData
Pax
Lead
Time
Denotes volume
of bookingsPax
Lead
Time
Denotes volume
of bookings
Group
Impulsive
Single
Impulsive
Single
Planned
Group
Planned

11. 11
Made the go-to-segments addressable by
marketing
Analysis StrategyData
Pax
Lead
Time
Denotes volume
of bookingsPax
Lead
Time
Denotes volume
of bookings
London
Sydney
Rome
Los Angeles
etc.
Group
Planned

12. 12
Peeked into destination demand seasonality
Analysis StrategyData
Jan Dec
TARGET SET
Seasonality – Travel Dates
Booking
Distribution

13. 13
Addressed destination demand patterns via
booking lead-times
Analysis StrategyData
Booking Lead Time for Dec Travel
120
Days
Dec
Seasonality – Travel Dates
Jan Dec
TARGET SET

14. 14
Aligned marketing mix and spend with
demand sweet spot
Analysis StrategyData
Seasonality – Travel Dates
Jan Dec
Marketing Intensity
120
Days
Dec
Peak spend
broadly across
channels
Soft ramp with
targeted
channels
TARGET SET

15. 15
Aligned merchandizing exposure and offers
with demand
Analysis StrategyData
Seasonality – Travel Dates
Jan Dec
Merchandizing Exposure
120
Days
Dec
‘Last Minute’
Deals
‘Early Bird’
Offers
TARGET SET

16. 16
The right offer at the right time to the right
customer drives ROI
Analysis StrategyData
Market Analysis
• Destinations to
promote
• Booking lead time
• No. of travelers
• Seasonality
 1.2x
 1.5x in RPM
 1.7x

17. Private & Confidential 17
Thank You!
PHANG Shueh @Chyan
Director, Marketing
shuehchyan.phang@zuji.com