ADARA, the leader in leveraging global travel data to drive future business performance, announced that it has further expanded its Data and Analytics business, and is introducing a suite of products designed to provide complete visibility into the traveler. “Predictive Analytics in travel already represents a huge global opportunity that is expected to expand exponentially over the next decade, potentially reaching $2.5 billion by 2022,” says Layton Han, CEO, ADARA.
Building on its Magellan travel intelligence platform, the products draw on ADARA’s dataset of global booking, search and loyalty data from the world’s largest travel brands. They allow travel suppliers, companies and others to gain instant access to forward looking booking and search activity to produce greater customer insight, more effective decision-making capability and enhanced revenue optimization.
The new products include:
Competitive Benchmarking – Purchase path metrics that allow travel providers to measure their performance against competitors and defined industry standards.
Customer Value Benchmarking – A complete 360 view of the travel journey and profile that brings together disparate data in ways that have never been done before – providing holistic, share-of-wallet insights into all aspects of customers and their potential.
Attribution Analysis – The ability to track and attribute actual purchases to the right marketing source.
Scott Garner, ADARA’s President of Data & Analytics, says, “Partners tell us there is a huge need for enhanced analytics to help track the consumer travel journey; access forward looking analytics to predict future trends and demand.” He adds, “ADARA’s new SaaS-based Analytics products fill these gaps, providing an even sharper toolset for understanding customers more completely, and better monetizing traveler contacts.”
The introduction of the new products follows the launch of ADARA’s Magellan platform late last year, and the subsequent appointment of Jie Cheng as Chief Analytics Officer to lead ADARA’s data and analytics strategy and product development in the Americas, Europe and Asia. With more than twenty years of executive level experience developing and executing global data and analytics product strategies, Cheng is an expert in data sourcing, data science methodologies, business data applications, as well as enterprise analytics solutions. Cheng is spearheading continuing enhancements to the new product suite, and will be supported by additional ADARA professionals whose appointments are expected in coming weeks.