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Club Med picks data integration partner

Club Med picks data integration partner

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Travel company Club Med has appointed Windsor.ai for attribution modelling and data integration duties over the next 12 months. The digital marketing agency will cover regional insights and optimisations for seven markets including Singapore, Malaysia, Indonesia, and Thailand.

The decision comes after a successful pilot in September that saw an 34% uplift in Club Med's booking revenue, according to a press release. In a statement to Marketing, Windsor.ai COO Matthias Kraaz said the company applied its machine learning model onto the consumer journeys and adjusted media buys on auto-pilot. Optimisations on search campaigns were implemented through A/B testing over a period of four weeks.

Club Med regional marketing manager, Asia Pacific Jamie Ng said the company's key objective was to get a deeper understanding of customer online and in-resort journeys as well as to bring all marketing data into a central repository. By doing so, it looks to deliver the brand's promise to continually reinvent happiness for families across Asia. "Windsor’s attribution modelling allows us to craft better and more seamless stories on our online touch points, all while driving better business results,” Ng explained.

Meanwhile, Kraaz said the company had opted for advanced methods such as machine learning and Markov Models algorithms to achieve positive and fast results. Classic attribution models, such as first and last touch, represent reality only "very schematically" as the customer moves across the most diverse channels until it comes to a transaction, he added.

 

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