To reduce the costs of its frequent flyer programme (FFP) and maximise the lifetime value of its members a European Airline used a Customer Lifetime Value (CLV) Analysis process to help transform: 1) campaign management, 2) marketing planning, and 3) multichannel communication. The company conducted numerous FFP marketing campaigns annually, and CLV analysis revealed that Gold and Platinum members had low response rates to several kinds of campaigns, including costly premium campaigns, but respo...

BPIR Categories

1.1.6 Analyse customer data
4.1.2 Manage advertising & promotional activities

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