Project Overview
An airline company embarked on a project to deploy a personalized marketing campaign aimed at boosting ticket sales through their online channels. To achieve this, the marketing team required a versatile Customer Data Platform (CDP) capable of unifying passenger data, creating targeted audience segments, and enabling the seamless execution of daily campaigns. Simultaneously, the IT team needed to ensure strong data security and privacy measures to comply with industry regulations.
The Challenge
The customer data was scattered across various siloed systems, with no common customer identifier. Booking data often originated from agencies, making customer ID resolution a complex task. Additionally, certain campaigns demanded end-to-end low latency response for maximum effectiveness.
Our Solution
To address these challenges, we developed a Cloud Data Warehouse that unified customer data, becoming the single source of truth for the marketing initiatives. We implemented Customer ID resolution using an ID graph and probabilistic matching techniques. For prompt data processing, we created a near-real-time data pipeline, incorporating incremental data synchronization to ensure low-latency response and optimal performance. Furthermore, to safeguard customer privacy, all personal identifiable information (PII) was detected and encrypted early in the pipeline.
The Outcome
The result of our efforts was a significant improvement in the airline’s marketing capabilities. Marketers were able to execute campaigns with ease using a user-friendly GUI. Simultaneously, customer data analytics became readily available to a wide analysis team while keeping sensitive data hidden and secure. A near-real-time recommendation system for abandoned ticket bookings emerged as a commercial success, resulting in increased ticket sales and a more personalized customer experience.
