How airlines can use big data for more efficient online targeting
Etienne BellCrimtan
Airlines are no strangers to the use of data, and have been making the most of it for years, segmenting their customer bases and using predictive models to forecast everything from sales and revenue to customer retention. This allows airlines to tailor and customise their promotions and frequent flyer programmes to each audience segment, maximising profits and guaranteeing revenue streams.
But the relatively recent explosion of big data in online advertising has given airlines and digital marketers new ways – yet to be fully exploited...