Dynamic segmentation in the travel industry

Even if consumers know what they want, they are often unable to select the product option that promises the highest expected utility, simply because their individual product conceptualization is incompatible with the product-centred language the provider is employing.

Dynamic segmentation in the travel industry

Florian BauerVocatus AG, Germany

Markus OrthL'TUR Tourismus AG, Germany

PREFACE

Even if consumers know what they want, they are often unable to select the product option that promises the highest expected utility, simply because their in dividual product conceptualization is incompatible with the product-centred “language” the provider is employing. One consequence of this confusion is a cautious buying behaviour most prominent in industries such as tourism, financial services or telecommunications. This paper presents a conceptual framework and a pragmatic implementation of an online matching algorithm based on an efficient self-correcting customer profiling...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands