The Challenge

Trailfinders are experts in tailoring travel itineraries worldwide for customers. In a competitive industry Trailfinders was faced with limited customer knowledge and lack of internal marketing resources. They needed to revive their marketing strategy to communicate to the right person at the right time with the right message. They consulted GJI in search of customer insight.

The Answer

GJI's iPredict Team conducted a customer database review which investigated data quality, statistical and spending trends, and explored clustering and value modelling opportunities. GJI identified a customer value model that featured three key audiences: one retention group, and two propensity groups.

What our client said

"We were amazed to discover that 3% of our customers made up 25% of our revenue. This will change the way we look at our customers and will change the way we communicate to them in the future. We can’t wait to see the results."
- Senior Management, Trailfinders Australia