Client name withheld under a non-disclosure agreement.
The challenge
The brand sells flights, hotel stays and packages through its website and app to customers across Asia Pacific, and runs a loyalty programme with several million members. Its marketing team sent the same weekly email and push campaigns to everyone. A member who had searched for a beach holiday received the same city break offer as a member who travelled only for business.
Campaign content was chosen in planning meetings weeks ahead, so offers often went out after the search interest had passed. The team knew which campaigns performed best overall, but not which offer suited which member, and had no capacity to test more than a handful of variations.
What we delivered
- Dynamic Personalization & Behavioral Intelligence. Models that read each member’s recent searches, bookings, loyalty tier and response to past campaigns, and select the destinations, offers and send times most likely to lead to a booking. Each email and push message is assembled from these selections.
- Autonomous Marketing Decision Engines. A decision engine that runs continuous tests across offers, creative and timing, measures results against a control group, and adjusts the next send on its own within the rules the marketing team set. Decisions outside those rules go to a person for approval.
We began with one market and the email channel only, with a control group held back so the team could see the effect before anything changed elsewhere. The remaining markets and the app channel followed once the first results had been reviewed.
Timeline
- Month 1: data audit, member data model and agreement on the decision rules
- Months 2 and 3: personalization models and the first campaigns in one market
- Months 4 and 5: decision engine, rollout to all markets and the app channel, then handover
Outcomes
- 10 to 15% higher booking conversion from campaigns, measured against the control group
- Campaign planning time fell from weeks to days
- The team now tests dozens of offer variations a week without extra effort
