Has your use of Amperity data shifted at all now that we’re entering a post-vaccine world? Has there been anything surprising?
The biggest (and best) shift is that people are starting to travel again! We had expected a slow recovery because of economic uncertainty, but most of our flights are getting close to pre-pandemic levels again. Less surprising is the shift in demand towards leisure destinations such as Hawaii due to most companies still having their staff work from home, and all the vacation days that people have saved up over the pandemic.
Even though we can see that leisure travel is very popular right now, we can’t just take the average and apply it to everyone. We are using machine learning to figure out what other destinations are on people’s radar, and utilizing Amperity data to figure out the different audience segments so that we can target them accordingly. For example, traveling for business vs. visiting Hawaii or Disneyland.
What’s one interesting thing you’ve been able to do with data?
Do you remember at the start of the pandemic when every brand would send a generic “unprecedented times” and “a message from us about COVID” email? It was very general, and I usually received them from brands that I no longer engaged with. At Alaska Airlines, my team was very quick to partner with our email team to set up personalized messages relaying COVID travel restrictions based on where the customer was traveling.
As the country shut down, each state had its own set of travel restrictions that weren’t always clear for the few essential travelers out there. An example was when Hawaii began to allow travel in October 2020 but required either a negative COVID test result or a 14-day quarantine. No other states required testing so we were able to give this information to those who were interested in booking a trip to Hawaii or had already booked one. Even though it wasn’t the best situation, it was memorable to have played a part to aid those who decided to travel during such a moment in history.
What kinds of results have you seen with the work you’ve done with Amperity?
Our ad agency worked with Amperity to develop a dynamic pre-trip journey orchestration, creating an automated process that delivered four personalized messages per guest based on where they were in their pre-trip travel experience. The framework was flexible and allowed the marketing team to customize each message and target offers based on the customer’s individual itinerary, seat selection, loyalty program status, and meal choice.
The pre-trip messaging was super successful and resulted in a 61.1% increase in open rate, a 22.5% increase in click-through rate, a 198% increase in conversion rate in loyalty program sign up, and a 30% cost-savings in online advertising by leveraging 1st-party data for targeting. It also allowed us to turn around new segmentation, triggers, and personalized content in pre-trip guest communications as new travel restrictions were announced by the Centers for Disease Control, letting us quickly notify guests traveling to those states.
What is your favorite feature or capability in Amperity and what do you use it for?
SQL segmentation is my favorite feature because I don't have to work within the constructs of data, so as a result there’s a lot more I can discover. I use it to size opportunities when people come up with ideas. I also like to use it as more of an opportunity finder rather than just a discovery tool. For example, if we plan on sending a message, is it going to actually be relevant for a majority of our customers? The SQL segmentation allows us to test this.
I also like the householding feature from Amperity that gives us insight into loyalty behavior, such as whether frequent flyers share cards in the same household, or prefer to have their own card. This helps us roadmap what benefits to add and where to expand offers.
What’s one of your hobbies outside of work?
I enjoy motorcycling! I once went on a two-week motorcycling trip riding across Croatia, Slovenia, and Italy — nowadays you might see me on my yellow SV650 driving around Seattle.
Thank you Vickie!
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