Travel XRay™Travel XRay™ is the first major tourism segmentation system that combines behavioural, attitudinal and demographic data. Travel XRay™ is the result of two years joint research and development by Consumerdata and Arkenford. For further information or if you have any queries please contact:
Arkenford Ltd
Consumerdata Ltd |
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Technical Introduction to Travel XRay™Essentially there are three broad approaches to market segmentation, these are based on socio-demographics, behaviour or attitudinal data. Each has its strengths and is appropriate in some situations, but they also have flaws. In order to overcome these shortcomings, our approach in building Travel Xray™ has been to take the strengths provided by each of these approaches and to create an integrated solution. The objective being to provide a robust segmentation that has intuitive meaning and real predictive power. To achieve this the Travel XRay™ segmentation has been built from three different data sources: The centre piece for the segmentation is behavioural data selected from more than 7 million Consumerdata records captured from holiday takers across the UK. This information covers data like: holiday choice, spend, likelihood to return to the same place. It is the kind of personal insight that is an excellent predictor of other discretionary purchases. We have also carried out extensive analysis of the census in order to select a limited set of variables that capture the most discriminatory information about personal circumstances to ensure the segmentation reflects life stage, educational and income factors. Finally, Arkenford’s research data base, built on years of psychographic research, is the foundation of the successful value based ArkLeisure® system and the psychographic factors we incorporate into the classification. This approach allows the Travel XRay™ segmentation to draw upon all the major influences of customer behaviour, and to provide a targeting system that operates at individual postcode level. The diagram opposite shows where the Travel XRay™ segmentation sits in relation to the data sources upon which it is based. |
