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航司如何利用大数据提升辅营收益?国双告诉你

2018-7-31 13:46| 发布者: admin| 查看: 7690| 评论: 407

近年来,全球航司非客运、货运之外的辅营收入不论在规模还是重要性上,都保持了持续提升。在国内,众多航司也纷纷发力布局辅营业务,四大航、春秋等航司的辅营收入日益成为新的增长亮点。但总体来看,国内航司辅营业务发展参差不齐,较全球10%的辅营收入占比还有差距。

国双商业事业群全国解决方案总经理卢元

2018年中国航空营销峰会上,国双商业事业群全国解决方案总经理卢元向与会嘉宾分享了国双如何利用大数据助力航司提升辅营收益。在演讲中,卢元提出:非航业务潜力巨大,但是也非常考验航司的用户洞察力。航司想要抓住辅营巨大的商机,关键在于透过数据设计有价值的产品和服务,并利用精准营销手段将它们匹配给目标用户。得益于在大数据领域的多年积累、沉淀,国双已实现全景用户洞察,可助力航司开发、推送与用户需求匹配的非航产品。

大数据串联旅客乘机全旅程

如果把旅客乘机的体验算作一个旅程,在这个旅程中,从信息搜索、决策、购买、登机,甚至后续的吃住行游购娱,航司都可以实现用户触达,进行辅营产品售卖。而大数据可以把消费者的整个旅程串联在一起,对消费者行为进行标签化处理及用户画像分析,然后设计相关产品,更高效地售卖给消费者。目前,国双已实现第一方数据、第二方广告监测数据及第三方数据(国双自有数据、外部合作数据、社交大数据、OTA数据等)的打通、分析,可应用于公众号推送、机场WIFI推送、精准营销推送。

卢元提到,“对于航司非常关注的数据安全问题,国双服务了很多航旅和政府类的客户,在数据安全上拥有非常丰富的管理经验,支持以本地化部署的方式与第一方数据对接。此外,国双已先后与人民大学、哈工大建立联合实验室,共同研究中文自然语言分析技术。在中文分词、情感识别、评价关系抽取、页面解析、新闻分类、语义消歧等多个领域都达到了业内领先水平。

透过数据看需求,非航产品更贴心

辅营产品的成功打造关键在于对数据的应用。从市场洞察、到产品组合搭配、细节打磨、创意设计,再到建模、试验,数据应该贯穿于产品的整个设计思维当中。

国双是如何运用数据指导非航产品开发呢?卢元以近几年大热的旅行目的地——日本为例做了分析。通过国双的舆情工具发现,福冈旅游深受追捧,进一步分析福冈旅游人群特发现:中年人、亲子游居多;一般为4-5天的多地游为主;主要关注景观;太宰府、传统日料以及经典就近酒店是首选。根据这些发现,锁定产品方向:以机+景为主的多地游产品。然后,对产品细节进一步打磨、创意,以人文景观+自然景观为卖点,侧重亲子游、情侣游。之后,完成产品整体设计:日本福冈+别府54晚轻松自由行,体验人文景观与自然景观的交融,亲子、情侣出游绝佳选择。最后,进行多渠道分发试验,根据反馈进行调整。

产品越丰富,越需要匹配精准营销

与产品设计相同,精准推荐同样需要全景用户洞察。特别是当前产品比较丰富的情形下,消费者选择比较多,通过对他们兴趣的了解,可以更精准地对他们产生影响。无论是“机票+景点”、“机票+酒店”,还是“机票+用车”,国双都可以实现不同的渠道触达不同的人,让营销效率进一步提升。

举个例子,以候机厅为例。候机厅有两大特点,第一是停留时间很长,第二是流动性比较低,这为企业微信公众号创造了很好的营销场景。国双研发的SCRMSocial CRM)为航司微信营销提供了强力工具。SCRM在不同机场设置不同二维码让消费者扫描,然后依据交互行为自动打标签,同时自动推送相关产品,并实时进行效果评估。卢元表示:国双SCRM产品专注于数字化、社交营销与服务,已实现自动化营销,智能激活用户参与,提升产品粘性、渠道适应性及转化率,助力航司赢得消费者的青睐。

国双是中国领先的企业级大数据和人工智能解决方案提供商,长久深耕于数字营销、智能CRM、融媒体及数据智能、电子政务、司法大数据、工业互联网等领域。国双的解决方案能够使客户充分洞悉数据间的复杂关系,获得全新的商业洞察,以利企业和政府客户做出更好的业务决策。在航司领域,国双将继续运用数据驱动营销升级,利用自身多年经验和技术,打造智能营销解决方案,助力航司营销新机遇探索和辅营收益提升。


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