Big data has taken over business marketing in the 21st century making its way into nearly every single industry, even travel. A recent study suggests that non-business travelers receive 6 messages a day from travel sites they have booked trips on, or shopped with. Business travelers are likely to receive as many as 11 messages a day offering deals or promoting specials. While many couponers may love this bombardment of stimuli, the vast majority of travelers are becoming quite frustrated with the big data outreach. 60% of customers who receive these messages admit to not reading or accepting such outreach from companies.
An Irish data mining company, Boxever undertook the task to find out why so many frequent travelers are shunning travel companies emails. Their conclusion, travel companies are doing a very poor job using the data at their disposal. Lack of personalization and overreaching has put them in the dog house with their key customers.
The result of the poor marketing is taking a direct toll to companies brand loyalty. Those customers with an app to aid travel plans are likely to delete the app, and unsubscribe to newsletters from an annoying company. It turns out no matter what the contact chanel, bad marketing burns bridges.
If you are among some of these people who have become very upset with the multiple emails per day from travel sites, never fear because Boxever may be to the rescue for your inbox and the airline firms. They are courting travel companies through their studies to show value in their big data services. Should they win over a few contracts, you might be receiving less emails, with better deals and alternative upgrades. Who does not want to sit in business class at a coach price? Until then, I would unsubscribe to these pesky inbox intruders.
To read the original Forbes article, please click here.