A direct marketing strategy for The Adventure Company
The Adventure Company wanted a customer segmentation which would help them form a Direct Marketing strategy.
Using customer booking data, we built a model to predict customer value for the following year.
We then segmented the customers based on their future value, and profiled the segments on all aspects of their holiday bookings.
The Adventure Company now have a real, in-depth understanding of their customers’ needs and wants.
Their direct marketing spend is allocated based on the value of the segments, and they can plan their contact strategy based on each segment’s booking profiles.