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.
