With the proliferation of shopping and buying channels, and the variety of travel-related services available, travel companies have more than one profile on the same person. And the data associated with each profile is important to mine for behavioral patterns. But a holistic look is necessary for truly integrated customer marketing (ICM)TM. Picking a starting point is often the hardest part of implementing true CRM in most organizations. This paper is an overview of our best practices approach.
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