CUSTOMER INSIGHTS


ORRNHG DW WKH VDPH SURGXFW FRQVLGHUHG RU ERRNHG 6LPLODULW\ PDWFKLQJ FDQ EH GRQH


DOJRULWKPLFDOO\ ZLWK FRQVLGHUDEOH LPSDFW EXW UHFHQWO\ LW KDV EHFRPH TXLWH FRPPRQ WR HPSOR\ PDFKLQH OHDUQLQJ IRU WKHVH W\SHV RI SUREOHPV ,Q WUDYHO ZH FDQ DSSO\ VLPLODULW\


PDWFKLQJ RQ VHYHUDO OHYHOV OLNH IRU D VLQJOH SURGXFW VXFK DV KRWHOV 7KHUH DUH VHYHUDO SOD\HUV LQ WKH LQGXVWU\ ZKLFK KDYH EHFRPH DGHSW DW SUHGLFWLQJ ZKDW KRWHO VRPHRQH ZLOO EH LQWHUHVWHG LQ EDVHG RQ ZKDW WKH\ȇYH DOUHDG\ ORRNHG DW 7KLV VDPH SULQFLSOH FDQ EH DSSOLHG


WR DOO SURGXFW W\SHV EXW FDQQRW EH GLUHFWO\ WUDQVIHUUHG EHFDXVH WKH GDWD VHW DQG UHOHYDQW FULWHULD DUH GLIIHUHQW IURP SURGXFW W\SH WR SURGXFW W\SH 7KH RWKHU OHYHO LV FRPELQDWLRQV RI


‘BY KNOWING WHAT BOOKS OR ARTICLES SOMEONE READS, WE MIGHT LEARN ABOUT THE DESTINATIONS THAT INTEREST THEM’


5HVWDXUDQWV DUH SULPH H[DPSOHV ZH


YLVLW WKHP ERWK DW KRPH DQG DEURDG %XW WKHUH DUH PDQ\ RWKHU SRVVLELOLWLHV )RU H[DPSOH E\ NQRZLQJ ZKLFK


ERRNV RU DUWLFOHV VRPHRQH UHDGV ZH PLJKW OHDUQ DERXW WKH GHVWLQDWLRQV WKDW D SHUVRQ LV LQWHUHVWHG LQ 6RPH fiUPV KDYH VWDUWHG WR XVH VRFLDO PHGLD SURfiOHV RI FXVWRPHUV ZKHUH SRVVLEOH DQG OHJDOO\ SHUPLWWHG WR GUDZ FRQFOXVLRQV DERXW WKHLU WUDYHO SUHIHUHQFHV 7KHVH H[DPSOHV DUH MXVW WKH WLS RI


WKH LFHEHUJ 0RUH ZRUN ZLOO EH GRQH LQ WKLV DUHD DFURVV WKH LQGXVWU\ 'RLQJ WKLV LQ D VPDUW ZD\ FDQ SURYLGH D FRPSHWLWLYH DGYDQWDJH


4. USE SIMILARITY MATCHING


8QOLNH VWUDWHJLHV WZR DQG WKUHH WKLV LV RQH WKDW SXUH WUDYHO VHOOHUV FDQ H[HFXWH ZLWKRXW WDSSLQJ LQWR RWKHU LQGXVWULHV (VVHQWLDOO\ LW LV DERXW GRLQJ ZKDW


SODWIRUPV VXFK DV $PD]RQ KDYH GRQH IRU D ORQJ WLPH :KHQHYHU \RX ORRN DW D SURGXFW \RX JHW UHFRPPHQGDWLRQV RQ ZKDW RWKHU SURGXFWV FXVWRPHUV ZKR


“Do you need closer ties with other


verticals to access more customer touchpoints?”


SURGXFWV :KHQ SHRSOH DUH SODQQLQJ PRUH FRPSOH[ W\SHV RI WULSV WKH\ QHHG UHFRPPHQGDWLRQV IRU URXWHV VWRSV ZD\V WR JHW IURP RQH VWRS WR WKH RWKHU DQG WKH DFWXDO WUDYHO SURGXFWV WR IXOfiO WKH VFKHGXOH 7R GR WKLV \RX QHHG D ORW RI VWUXFWXUHG HQG WR HQG LWLQHUDU\ GDWD 6ROXWLRQV IRU WKLV DUH VWLOO YHU\ PXFK LQ WKHLU LQIDQF\ FRPSDUHG WR VLQJOH SURGXFW EDVHG VROXWLRQV EXW WKH\ ZLOO HPHUJH


IN CONCLUSION


,V WKHUH D GRPLQDQW VWUDWHJ\" 7KLV TXHVWLRQ LV GLIfiFXOW WR DQVZHU $V PHQWLRQHG WKHUH LV SUREDEO\ QRW D VLQJOH VROXWLRQ )RU PH WKH ELJ TXHVWLRQ LV KRZ IDU D


WUDYHO FRPSDQ\ FDQ JR EHIRUH EULQJLQJ VWUDWHJLHV WZR DQG WKUHH LQWR WKH PL[ DQG VHHNLQJ FORVHU FROODERUDWLRQV ZLWK RWKHU LQGXVWULHV 7KLV ZLOO EH DQ LQWHUHVWLQJ DUHD WR


ZDWFK JRLQJ IRUZDUG :H VHH LW DV RXU fiUVW WDVN WR PD[LPLVH WKH RXWSXW RI VWUDWHJLHV RQH DQG IRXU WR PDNH VXUH ZH PDNH WKH PRVW RI ZKDW ZH FDQ GR ZLWKLQ WKH FRQWH[W RI WUDYHO 7KH ODFN RI UHJXODULW\ LQ WUDYHO SURYLGHV


DPSOH RSSRUWXQLWLHV IRU LQQRYDWLRQ DQG WKHUH ZLOO EH ORWV RI H[FLWLQJ VROXWLRQV HPHUJLQJ LQ WKH IXWXUH


TRAVOLUTION.CO.UK — SEPTEMBER 2021 — 23


PICTURES: SHUTTERSTOCK/ERLO BROWN


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