New Tool Assesses Value of Travel Customers

Travel data specialist ADARA has launched a new metric called the Traveler Value Score, to enable travel marketers to measure the potential value of a customer based on their spending over time.

ADARA is based in Mountain View, CA and helps companies understand and engage with customers via its flagship Magellan marketing and insight platform. Magellan is fuelled by first party loyalty, search, and booking data from more than 90 global travel brands and with access to nine billion travel searches annually. Users can target audiences across all devices and channels. Last year, the company launched a series of new tools for competitive benchmarking, customer value benchmarking, and attribution analysis.

The new metric draws on this data, with the Traveler Value Score representing a customer's capacity to spend on travel. The service also offers the ability to identify high scoring customers with low loyalty status, develop customer lifetime value models based on knowledge beyond demographic data and customer interactions with a brand, and analyze customer acquisitions by applying the score across referral channels to determine which delivers the customers a brand values most.

CEO Layton Han (pictured) comments: 'Travel executives and marketers only have insight into their customers to the extent they interact with their own brands; ADARA Traveler Value Score gives them a broader lens into their customers' revenue potential'.

Web site: www.adara.com .