Airline e-commerce teams have access to a wealth of customer data that could be used across numerous departments to improve revenue and offer personalization. An airline’s e-commerce team typically uses web-analytics data to understand overall site performance, as well as analyze path and flow performance, site traffic and transaction characteristics to pinpoint problems with the airline’s website. This insightful data could also help other areas across the organization improve the carrier’s bottom line.

For example, there could be up to 9 million shopping requests happening on an airline’s website on any given day. This data can provide valuable insights to the airline about a customer who has come to the website to purchase travel such as:

  • Which market they want to travel,
  • When they want to travel,
  • The length of their trip.

It can also reveal personal customer behaviors. For instance, when a customer searches an airline’s website, he inputs his origin, destination, departure and return dates. The data gives the airline a true indicator of demand for a particular O&D and travel date.

Taking this information a step further into what is being presented to the customer and what the customer actually selects, these insights can help an airline understand customer preferences and choices. This will ultimately help transform the experience to be more personalized and provide an opportunity to propose more relevant offers to a particular customer or customer segment. Taking this high volume of unstructured data and combining it with data already available can help the airline gain insights into various areas across its organization, including revenue management, marketing, merchandising and customer experience.

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