Unlocking marketing’s competitive edge through behavioural market segmentation

BSG worked with a leading South African hospitality group enabling them to better understand their customers’ behavioural patterns, to enhance marketing offerings and drive increased online bookings.

overview of the clients needs
  • Tailor offerings to customers based on their unique behavioural characteristics
  • The ability to translate customer data into insights that drive effective marketing campaigns that increase bookings
  • Removal of data barriers that limited the ability to utilise rich existing data
  • Creation of a single view of their customers’ behaviour
  • Marketing spend needed to be optimised for optimum return on investment
  • The ability to generate new insights from their customer data on an ongoing basis, long after the engagement with BSG ended
  • Enrich, enhance and consolidate disparate customer data sets into a single view
  • Gain insights into existing market segments and identify previously unknown market groups and the opportunities they present
  • Enhance and tailor service offerings, increase online bookings and drive sales based on customer insights from existing rich customer data
  • Enable better returns on marketing spend
  • Create reusable data analytics models in the customer’s technology for future use
  • Deep understanding of customer behaviour and valuable market segmentation as a result of that
  • Empowering the hotel group to continue generating new customer insights after the conclusion of the engagement
  • The ability to run effective marketing campaigns to the customer segments identified that address revenue generating opportunities
  • Increased efficacy of marketing campaigns to show better return on investment

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Driving effective data-led marketing campaigns, enhanced offerings and increased bookings through customer insights.

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