Campaigns for the most beautiful time of the year

Picture: Adobe Stock #206356322, Maksim Pasko

Holidays are the most beautiful time of the year – working people, trainees, children or senior citizens alike, everybody wishes to spend eventful and relaxing days. Assistance with holiday planning can be obtained from tourism companies which use targeted campaigns to provide information on holiday areas, travel opportunities and leisure activities, thus connecting products and customers.

Wunderlich Analytics has introduced a campaign management system in tourism industry that had been aimed at the establishment of a systematic customer relationship management as well as the marketing of individual travel experiences. In the course of two years of project work, a data warehouse for customer data has been developed, a software for the purpose of individual campaign management has been implemented and customer segments and target indicators have been derived. Wunderlich Analytics was responsible for the technical project management as well as the interim management for data mining, customer segmentation and target selection.

In the meantime, both letter and ad-hoc campaigns have been established, same as automated e-mail campaigns based on the online clicking behaviour of customers. Personalized next-best activity offers across all touchpoints ("omni-channel") are meant to follow.

With project implementation, the system has been integrated completely into the daily routine processes of the IT- and marketing department. The analytical target selection is performed independently in the marketing department. Also, the success of the project is recognizable already for the tourist company. This success can be learned from the high turnover created in direct marketing campaigns as well as from thousands of happy customers who enjoy the most beautiful time of the year.