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OpalSky.Travel OPAL SKY What We Do W E S E L L P R O D U C T S and services to help travel companies deeply understand their customers W E H E L P T H E M apply this knowledge to create and execute more effective marketing and sales strategies and tactics T H E E N D R E S U L T revolutionizes the way a company interacts with, and markets to, its customers and prospects O U R M I S S I O N is to dramatically improve the marketing effectiveness of companies. OPAL SKY OpalSky.Travel OpalSky.Travel provides the complete infrastructure and set of associated services that travel & hospitality companies need to create, manage and execute RM strategies and programs Business Intelligence Marketing Applications API (Infrastructure) - and - Customer Analysis OPAL SKY The Results TURN YOUR COMPANY INTO A MARKETING MACHINE UNDERSTAND YOUR CUSTOMERS: cultivate valuable, sustainable customer relationships LEVERAGE YOUR DATA: convert customer and transaction information in to a powerful strategic asset IMPROVE CONVERSION RATIOS: increase marketing productivity and efficiency at all levels MANAGE THE MIX: exploit the multiple distribution channel reality EXPERIENCE A CULTURE CHANGE: inspired, excited employees treating customers intelligently OPAL SKY GETTING YOU THERE What You Desire WORLD CLASS RELATIONSHIP MARKETING ABILITY: A deep knowledge of your customers and channel across companies, with the corresponding ability to cross-sell, up-sell and clone effectively A UNIFIED MARKETING SYSTEM INFRASTRUCTURE across companies (providing both head office and individual companies a virtual view), and which works directly with your reservation and e-commerce systems THE SOLUTION… OPAL SKY WORLD CLASS RELATIONSHIP MARKETING ABILITY Today’s Marketing Challenge CUSTOMER FRAGMENTATION has drastically reduced the effectiveness of traditional marketing strategies The mass market no longer really exists Market share is often less important than share of the right customer Rapidly changing distribution channels Customers differ both in their responses to the marketing mix and their cost to serve THESE CHANGES ARE IGNITING A REVOLUTION IN THE MARKETING FUNCTION OPAL SKY Relationship Marketing RELATIONSHIP MARKETING uses information about customers and their behavior to develop marketing strategies for acquiring, developing and retaining profitable customers DEVELOPING CURRENT CUSTOMERS ACQUIRING NEW CUSTO MERS EXPAND market universe EXPAND market share ENTER new geographies / markets DEVELOP new products or services INCREASE frequency of purchase INCREASE revenue per purchase DEVELOP new products or services LENGTHEN relationships MOVE up loyalty “ladder” UNDERSTAND clients’ needs and preferences DISCOURAGE or change the behavior of unprofitable customers RETAINING PROFITABLE CUSTOMERS REDUCE turnover / churn REDUCE cost to serve CUSTOMER satisfaction - “catering” to clients’ needs and preferences OPAL SKY RM and the Travel Industry TRAVEL IS A HIGH EMOTIONAL RISK DECISION (a considered purchase) — and has a significant impact on a person’s perceived quality of life. Customers are therefore highly amenable to appropriate and targeted marketing. + TRAVEL TRANSACTION DATA IS HIGHLY REVEALING One booking or stay record can tell you a tremendous amount about a customer E.g.: who they travel with; class of service; travel preferences, destinations, seasons, patterns; planning and purchasing windows; reasons for travel, insight into pyschographics, activities engaged in, margin of individual items, etc. = RM CAN HAVE DRAMATIC IMPACTS ON THE EFFECTIVENESS OF A COMPANY’S MARKETING AND ON ITS PROFITABILITY OPAL SKY The Strategy Customer Contact Management Targeting programmes including measurement & feedback systems Behavioral Customer Segmentation All driven by customer data Customer Valuation Profiles Marketing / Customer Strategies* * Product, pricing, promotion, brand, channel OPAL SKY RM and Data Mining RELATIONSHIP MARKETING marshals the full range of customer data, including data on actual customer behavior, to tailor offerings to attractive customers and prospects WEB SITE ACTIVITY CUSTOMER CONTACT POINTS COMPILED DATA CUSTOMERS SURVEYS IDENTIFYAND PREDICT PRODUCT AFFINITY; CUSTOMER, BEHAVIOR, VALUE AND POTENTIAL TRANSACTION HISTORY TARGETED, customized communications TAILORED products and services “CLONE” ATTRACTIVE CUSTOMERS OPAL SKY Rich Data Mining 200 1 150 Revenue per customer month 100 2 3 4 5 6 7 8 9 10 11 12 Average 13 50 14 15 16 17 18 19 20 0 0% 20% 40% 60% 80% 100% Cumulative Percentage of customers OPAL SKY The Benefits • RETAINING AND ENHANCING the value of current customers • FOCUSED TARGETING on the most valuable prospects • TAILORING OFFERINGS (products, services, pricing, channels, branding) to specific segments + Customer Profitability 0 - Customers OPAL SKY A UNIFIED MARKETING SYSTEMS INFRASTRUCTURE What You Need OpalSky.Travel provides the complete infrastructure and set of associated services that travel & hospitality companies need to create, manage and execute RM strategies and programs Business Intelligence Marketing Applications API - Marketing repository capturing customer data from all customer “touch” points - Systems to manage, perform and keep track of customer activities and interactions, e.g., campaign management, personalized communications (e-and print), literature fulfillment, loyalty management - Real-time API (Application Programming Interface): the repository of OpalSky.Travel is properly exposed to your other developers (e.g., eCommerce) to make it easy to create enterprise applications with full data integrity - Queries & reports providing insights into customers and the effectiveness of sales and marketing efforts (Infrastructure) Customer Analysis - Sophisticated analysis and statistical models to solve marketing issues and identify opportunities e.g. behavioral segmentation, predictive response models, market basket analysis OPAL SKY The Schematic Roles Executives Marketing Customer Service Branches INTERNET INTERNET GDS CRS Applications WEB SERVER Customer Service Campaign Management / Personalization Literature Fulfillment APPLICATION SERVER Session Tracking PMSs Loyalty Plans Business Intelligence Query & Report Dimensional Analysis Repository WAREHOUSE ENTERPRISE or INTELLIGENT MINER OPAL SKY The Architecture Internal Opal Sky View of System Client B Client A etc.... Loader/Dumper Generator Client Data i.e. Orginal Source Data (uses Universal Repository for specification parameters) OpalSky.Travel Data Analysis Process Population & Summarization Process ETL Preparatory Application Pre-Load Tables Data Definitions & Business Rules "Loadable" Tables De-duping, standardization, etc. Universal Repository Load Application Ready Repository Dimensional Warehouse APIs Meta Interface Transfer Reports and Exception Records R3 - Report Dumper Domain/Client Specific Interface Thin-Client Applications User Reports Real-Time Messaging API Client View of System OPAL SKY OpalSky.Travel OPAL SKY