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Mark Ross-Smith's Blog – February 2016 Archive (4)

How to Segment Your Customer Database (Frequent Flyer Edition)

Step by step guide on implementing a customer segmentation solution - without paying millions of dollars for an enterprise platform.

Customer micro-segmentation is without a doubt one of the most powerful methods for extracting value from your database, and a must for every frequent flyer loyalty program.  Segmentation underpins almost every aspect of a successful program, from loyalty marketing, revenue management, member engagement and being able to measure analytics and…

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Added by Mark Ross-Smith on February 25, 2016 at 7:56pm — No Comments

Commercializing The Data Flow: Airlines & Frequent Flyer Programs

I recently shared an article on how airlines are using information to individually price airfares and extract maximum value from passengers which was thought provoking and insightful for many airline industry and big data…

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Added by Mark Ross-Smith on February 16, 2016 at 2:00am — 1 Comment

How Hotels use Big Data to Generate New Revenues

Hotel revenue management and use of analytics for room sales has remained largely unchanged for decades since the early 1980s when hotels started looking at yield and how they could optimize the revenue each room could generate. By the mid-1990’s, Marriott’s successful execution of revenue management strategies were adding between $150 — $200 million in annual…

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Added by Mark Ross-Smith on February 9, 2016 at 2:00am — 2 Comments

How Airlines Measure Loyalty

An ongoing debate in the loyalty world is what type of customer is more important? One that spends big on airline tickets or one that filters millions of credit card miles through the banks?

Recently at the Loyalty Event in San Diego, Mike Hecht from Delta noted that they don't mind whether their customers are loyal due to credit card spend, or…

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Added by Mark Ross-Smith on February 2, 2016 at 2:00am — No Comments

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