Cover Story: In the Right Market
Slicing and Dicing
Sophisticated modeling helps AIG Travel Guard identify not only the best prospects in which to invest but also the best time of the year to spend marketing dollars on them. “We look at ‘what if’-type scenarios, or we can look at certain slices of that file and make meaningful kinds of data interpretations,” says Berggren.
Seasonality can have a dramatic impact on the effectiveness of travel marketing campaigns, he adds. So the ability to derive actionable intelligence from data—for example, summer is not the best season to prospect or January is the best month to market to those on cruise lists—is critical.
“Travel Guard came to us to understand those subtle differences between [when people travel] and where they’re going,” says Berggren. “It’s all kind of confusing, but with the ability to present the information in an easy-to-understand form and the ability to go in and … redraw the plan on the fly, it gives them much more of a surgical approach.”
What’s more, “having all of that data and having it enhanced gives you the ability to … clone behaviors that are desirable,” he continues.
Bringing It All Together
Ruf’s NavigatorSM online customer relationship management system serves as the control center for AIG Travel Guard’s marketing. It houses and maintains the company’s database of prospects and policyholders; it automates many marketing processes, including data mining, campaign management, reporting and media analysis. In addition to providing a holistic view of the company’s marketing, NavigatorSM minimizes the internal IT support needed to carry out marketing department initiatives, observes Jake Ruf.
Trina Sankey, senior project manager at AIG Travel Guard, says the tool puts power back into the hands of marketing practitioners to produce targeted customer communications, including those that may be time-sensitive. For instance, “We can pull a certain criteria of customers and survey them about an upcoming trip or find out if they have concerns about things going on in the travel industry,” she explains.