Travel XRay
Mass scale segmentation systems are traditionally based on geodemography since there are few data sources sufficiently robust to be extrapolated across the country. Most have been based on census, post office deliver data and other demographic variables.
Travel, where the thought process in deciding where, when and what to do is not dictated by where you live, the type of house you live in or -in some cases- the money you have. True if you have a baby and you take it on holiday, you are limited in options. But for the most part what you decide to do is moulded by upbringing, interests, hobbies and the sort of person you are. You will also react under different circumstances. If you travel on your own you will do things that you will not do if you bring your family including small children. So understanding the make-up of each person helps to determine which destination and type of holiday will appeal.
This thinking was behind the planning of Travel XRay, a joint venture between Arkenford Ltd and Consumerdata. Using over 14.4 million data records going back over 5 years, customer satisfaction, destination, holiday type, media, attitudinal, psychographic and survey data was modelled to statistically link people together. Because our data selection was non-linear, standard approaches to modeling had to be varied. Important to us was the level of duplication within the data set as this enabled us to track what one traveler did over time and then assign this information after the completion of the modelling. Finally some census data was introduced as clients would want to know household make-up so the model was varied so that this information would not dominate the outcome. Importantly, the system is reviewed each year to reflect the changing holiday habits.
Travel XRay was designed for attractions, destinations and travel accessory companies. Containing a number of elements, the first is a profiling tool that enables a destination, for example, to see how its customers compare to a dataset that contains over 50% of those UK households who travel. A client can then use this profile to modify its media policy by determining which newspapers, radio door drop area or magazine might increase sales. It can also rent postal, e-mail or telephone numbers to directly promote its services or create bespoke newsletters under the aegis of the CD-Traveller banner.