Predictive Personalization: The Next Frontier of Online Travel

By Mark Simpson President & Founder, Maxymiser | March 31, 2013

Personalization is undoubtedly an overused (if not abused) industry term. Almost any online marketing vendor will tout it as a way to say they can help you target your consumers. Fair enough to them, I say, because the potential impact of personalized online marketing is enormous, but companies must be careful with what personalization means to them, their business, and most of all their consumers. And this holds even truer for travel marketers.

The problem is that after years of vendor hype and over-promises, personalization has not lived up to it's billing in the industry.

So when it comes to web sites, mobile sites and apps and CRM platforms, the travel industry needs to realize: only through a combination of 'self-learning', predictive personalization and multivariate testing technologies and services, all delivered through a single platform, will they begin to reap the benefits of truly personalized marketing to each and every customer. But it must be an ongoing commitment – it's about evolution rather than revolution.

Defining Personalization

Personalizing the customer experience has been marketing's holy grail for over a decade. Yet ask ten marketers to define personalization and there will be no consensus answer. And in reality, very few are looking to achieve anything more than product recommendations and rules-based re-targeting.

According to Forrester Research, web personalization is "creating experiences on web sites or through interactive media that are unique to individuals or segments of consumers."

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