Does Membership Really Have its Privileges? Web Mining in the Leisure Industry: Hotel Brands and Loyalty Programs through the Eye of the Frequent Traveler
Anderson Analytics to Present Web Mining Data at
ESOMAR’s 2006 Leisure Conference in Rome
ROME, ITALY—November 1, 2006—From discounts to reward incentives, companies across the travel industry try to build customer loyalty and brand identity with “frequent traveler” programs. But does it work? Tom Anderson and Jesse Chen of Anderson Analytics, a full-service market research consultancy, tackles this issue using cutting-edge web and data mining techniques combined with traditional market research. Tom will reveal Anderson Analytic’s findings at the 2006 ESOMAR Leisure Conference, running November 5-7, in Rome, Italy in a paper titled, “Web Mining in the Leisure Industry: Hotel Brands and Loyalty Programs through the Eye of the Frequent Traveler”.
In this study, Anderson Analytics “content-mined” data available on Flyertalk.com’s discussion boards, one of the most highly trafficked travel domains. Flyertalk.com features chat boards and discussions that cover the most up-to-date traveller information.
“The social networking of travel information is a very hot topic these days and it includes both positive and negative experiences to be shared. I strongly believe that the travel industry can not only learn by listening to their customers in real-time, but that by being active where the customers are on the Internet, they can create a unique generation of loyal, repeat customers,” Said Randy Petersen, founder of Flyertalk.com. “Customer service these days is where the customer is, not where you are.”
Text mining of websites can fill in the gaps between quantitative and qualitative data. Due to advances in software it is now possible to automatically identify and classify favourable or unfavourable terms relating to various brands and products. It is even possible to measure and categorize actual emotional reactions.
“The increasing importance of social media (consumer blogging and community boards) is changing how firms should measure marketing and PR effectiveness. Yet very few firms are allocating research funds to measuring the impact of this new media short of going in to monitor what is being said a few times a month,” said Rebecca Gillan, Senior VP, Research & Guest Satisfaction, Starwood Hotels & Resorts Worldwide, Inc. “Consumer blogging and community boards are a rich data source allowing firms to gain unbiased/top of mind thoughts from consumers and having a method to mine thousands of comments so that management can understand what is being said is exciting.”
Robin Korman, VP Starwood’s Loyalty Marketing Program, agreed. “It is crucial for us to get an understanding of how our most loyal customers think and what they value most in their travel experience,” Korman said. “Any data that helps us meet our loyal customers and attend to needs of future customers is worth its weight in gold.”
Anderson Analytics relies on several advanced, proprietary and commercial web scraping and text mining software to conduct their research. In this study extensive use was made of SPSS Text Mining Builder for Clementine 10.1, and SPSS Text Analysis 2.0. Olivier Jouve, Vice President Market Strategy at SPSS, Inc. commented “This was a very unique research case, Anderson Analytics is a company that truly understands how to leverage text mining to gain the information advantage. The application of Anderson Analytics’ text mining methodology employed on this project could help drive loyalty and brand marketing improvement in any industry and can be used across a number of data sources.”
To register or find out more about ESOMAR Leisure 2006 go to http://www.esomar.org/web/show/id=66292
To find out about gaining the Information Advantage though text mining go to:
ESOMAR is the world organisation for enabling better research into markets, consumers and societies. With 4000 members in 100 countries, ESOMAR’s aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making.
About Anderson Analytics:
Anderson Analytics is a next-generation market research consultancy that combines new technologies with traditional marketing research techniques. We focus on helping clients gain the “Information Advantage” by delivering both quantitative and qualitative solutions to challenging marketing problems. Anderson Analytics defies the definition of traditional market research because we combine the efficiencies and business experience found in large research firms with the rigorous methodological understanding from academia and the creativity found only in smaller firms. For more information, please see www.andersonanalytics.com.