促销管理是在正确的时间以正确的价格向正确的客户销售正确的套餐(机票和航空附属十大网赌靠谱平台)的过程. 这是完善的收益管理过程的延伸,优化库存控制的机票价格,也包括航空公司的附属十大网赌靠谱平台.  This is the first of three articles describing how machine learning methods can generate targeted, ancillary bundle offers by customer segment to delight customers and maximize revenue for airlines.

Retail merchandising of branded fares (pre-defined, static bundles) and ancillaries is growing in importance for airlines. Average airfare in the airline industry has declined annually by -0.9% over the past decade (IATA 2018 [1]), but sales of air ancillaries, like checked bags, 额外的腿部空间, wifi and food and beverage, 增长+ 40%. In 2018, 辅助设备的总销售额为930亿美元(美国)(Ideaworks和Cartrawler 2018年[2]),预计将在2019年突破1000亿美元的门槛. 那’s a lot of in-flight cocktails!

有效的航空公司十大网赌靠谱平台管理需要了解所有分销渠道的客户偏好和购买行为模式, from online travel agencies, corporate booking tools or directly from the airline’s website. 由于亚马逊.com, 网飞公司, iPhones and other high-quality consumer applications, traveler demands are changing, and they now expect simplification and personalized services throughout the travel planning process.  全球十大网赌靠谱平台网站提供管理决策支持的框架可以提高旅行者的简化和个性化. See this earlier 全球十大网赌靠谱平台网站 posting about our dynamic ancillary bundles 原型[3]).  The core components of an offer management solution are:

  • 第1部分:数据收集和基于旅行背景的客户细分(旅行目的细分),
  • 第2部分: a recommendation engine to recommend bundles to customers based on such segments or persona, and an offer engine to customize and price the offer for a segment of ONE (1:1 personalization) and
  • 第3部分:一个测试和学习的实验引擎,使用强化学习来不断调整十大网赌靠谱平台建议,以适应不断变化的消费者行为和新的竞争对手的十大网赌靠谱平台.

The following diagram depicts these offer management processes:

全球十大网赌靠谱平台网站已经为旅行社和酒店应用程序实现了上述框架的选定模型, and beta-versions are in-work for the end-to-end process on airline.com网站.  从实现和使用的角度来看,十大网赌靠谱平台最初使用这些方法的经验通常是积极的. 实用性一直是指导十大网赌靠谱平台报价管理应用程序设计的一个重要考虑因素. Here are some of our design choices, and why.

Data Availability

在整个旅游价值链中,一个常见的主题是根据十大网赌靠谱平台所知道的关于客户的隐性或显性信息,向给定的客户显示目标内容. 这种类型的深度理解可以从一系列数据中获得,比如事务性预订和票务数据, 人口统计资料, 社交媒体, 调查和更多.

十大网赌靠谱平台的框架主要基于历史机票数据和辅助销售(因为这些信息通常是广泛可用的).  In addition to selling volumes, such data contains rich information about the selling channel, booking and departure times and dates, fare types purchased, 等.  十大网赌靠谱平台的“测试和学习”实验框架还使用了网站印象和转化率的信息,以及相关的元数据.e. pages visited, request details, any bundle customization performed by the user, 等.).  A future data requirement (currently being tested in a research mode) involves use of agency low-fare search shopping results; which can provide further insights on current competitive offerings in the marketplace for use in dynamic pricing decision making.

Customer Segmentation

Customer segmentation based on context for travel is important to support customer acquisition, maximize revenue-generation and retain the most profitable customers. In our experience, segmentation of customers based on purchase-behavior patterns is helpful in determining relevant offers; however, 分割从来都不是完美的,应该定期使用来自新数据源的信息进行细化.

十大网赌靠谱平台提出的分割方法推荐基于旅行目的和揭示偏好模型的分割. Trip purpose segmentation uses classification based on characteristics of the trip itself (e.g. 提前购买, travel days-of-week, 滞留时间, number of travelers, distance traveled, purchase time-of-day, flight departure and arrival times, O&D market, selling channel, 等.).  These characteristics can reasonably segment customers into similar types (e.g. 业务和. leisure-like travel), and they work even when the customer’s identity is not known. 例如, 提前几个月提出5名乘客的旅行要求与最后一刻提出的要求完全不同, weekday trip request for one traveler. 此外, 基于行程属性的非重叠分类是互斥和集体穷尽(mee),简化了航空公司营销分析师使用的规则管理和分析. 十大网赌靠谱平台已经成功地应用了诸如层次聚类和CART(分类和回归树)等技术来进行行程分割.

In the next part of this blog series, we will talk about recommendation and offer engines.

参考文献

  1. 航空公司 Financial Monitor. http://www.iata.org/publications/economics/Reports/afm/Airlines-Financial-Monitor-Jan-2019.pdf, December 2018–January 2019.
  2. Ideaworks and Cartrawler. Airline Ancillary Revenue Projected to Be $92.9 Billion Worldwide in 2018. http://www.ideaworkscompany.com/wp-content/uploads/2018/11/Press-Release-133-Global-Estimate-2018.pdf.
  3. Airline Offer Management – 全球十大网赌靠谱平台网站 的见解 http://www.cnbroadcasting.com/insights/innovation-hub/prototypes/airline-offer-management/