How one airline is taking small steps along the road to personalization
We might be living in a big data world but it’s not much good unless you can access it and know what to do with it once you do.
So, where to start was among themes at the Amadeus Airline Digital Conference alongside merchandising and personalisation.
A session from Kendall Ramirez, marketing director of Southwest Airlines, was refreshing for a number of reasons.
She began by talking about the customer data the carrier used to use to target passengers – time of day, location, IP address and frequency – in order to build up a picture of how that has grown in the past four years.