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Develop a Data-Driven Marketing Analytics Platform

elinext.com

Hospitality & leisure

Tourism

Travel Technology

Challenge: Limited Marketing ROI and Customer Insights

Elinor Travel currently struggles to accurately measure the return on investment (ROI) of its marketing campaigns. They lack a centralized platform to analyze customer behavior across different channels, hindering their ability to personalize marketing efforts and improve customer retention. Data is siloed across various systems, making it difficult to gain a holistic view of their customer base and identify key trends.

About the Client

Elinor Travel is a comprehensive travel services provider offering booking, itinerary management, and customer support for various travel needs. They are looking to leverage data analytics to improve marketing campaign effectiveness and customer engagement.

Project Goals: Enhance Marketing Effectiveness and Customer Understanding

Improve marketing ROI by 20% within the first year.
Increase customer retention rate by 10% within 18 months.
Gain a 360-degree view of customer behavior across all touchpoints.
Enable personalized marketing campaigns based on customer preferences and needs.

Functional Requirements: Data Analysis and Reporting

Real-time campaign performance dashboards
Customer segmentation tools based on demographics, behavior, and purchase history
Predictive analytics for customer churn and lifetime value
Automated reporting and alerts
A/B testing capabilities for marketing campaigns

Preferred Technologies: Cloud-Based Data Platform

Cloud platform (AWS, Azure, or GCP)

Data warehousing solutions (Snowflake, Redshift, BigQuery)

Business intelligence tools (Tableau, Power BI)

Data integration tools (Informatica, Talend)

Required Integrations: Existing Systems

CRM system (Salesforce, HubSpot)
Marketing automation platform (Marketo, Pardot)
Website analytics platform (Google Analytics)
Booking system
Customer Support Platform

Key Non-Functional Requirements: Scalability and Security

Scalability to handle increasing data volumes
High availability and reliability
Data security and privacy compliance (GDPR, CCPA)
Robust data governance policies

Expected Business Impact: Increased Revenue and Customer Loyalty

This platform is expected to significantly improve Elinor Travel's marketing effectiveness, leading to increased revenue, improved customer retention, and a stronger competitive advantage. By gaining deeper insights into customer behavior, Elinor Travel will be able to deliver more personalized and relevant marketing experiences, ultimately driving customer loyalty and advocacy.