{"id":120353,"date":"2019-05-23T18:22:52","date_gmt":"2019-05-23T18:22:52","guid":{"rendered":"https:\/\/www.bnreport.com\/tracking-digital-touchpoints-volaris-seeks-the-perfect-algorithm-for-turning-online-behaviors-into-sales-2\/"},"modified":"2019-05-23T18:22:52","modified_gmt":"2019-05-23T18:22:52","slug":"tracking-digital-touchpoints-volaris-seeks-the-perfect-algorithm-for-turning-online-behaviors-into-sales-2","status":"publish","type":"post","link":"https:\/\/www.bnreport.com\/en\/tracking-digital-touchpoints-volaris-seeks-the-perfect-algorithm-for-turning-online-behaviors-into-sales-2\/","title":{"rendered":"Tracking Digital Touchpoints: Volaris Seeks the Perfect Algorithm for Turning Online Behaviors into Sales"},"content":{"rendered":"<p><strong>What: <\/strong>Demographics may have once been the Golden Rule for turning market segments into sales, but <strong>Volaris goes deeper with attribution that tracks and analyzes exactly what customers do online <\/strong>and<strong> what messaging and channels work best<\/strong>.<br \/><strong>Why it matters: <\/strong>Moment to moment, Volaris is watching consumers internet browsing behaviors. <strong>Using a constantly updated algorithm for precise attribution<\/strong>, the airline drills down to individual preferences to convert interests and preferences into ticket sales.<\/p>\n<p>Male, female, Baby Boomer, Generation Y: the basics of market segmentation have guided brand marketing and media purchases for years. <strong>But AI-powered attribution anchored in methods for tracking consumers behaviors online<\/strong> have <strong>changed the playing field forever<\/strong>.<\/p>\n<p>Take the Mexican low-cost airline <strong>Volaris<\/strong>. Volaris sold its first ticket in 2006 and flies to domestic and international destinations in the Americas. Its domestic market share in Mexico tops 30-percent.<\/p>\n<p>In the highly competitive field of airline ticket sales, <strong>Volaris Head of Performance Marketing Jose Langarica <\/strong>is all things digital. In a sit-down interview with <strong>Portada at <a href=\"https:\/\/www.portada-online.com\/events\/PORTADAMIAMI19\/\" rel=\"noreferrer noopener\" target=\"_blank\">Portada Miami<\/a>,<\/strong> he <strong>pulled the curtain back on how the brand uses sophisticated attribution and data analysis<\/strong> to identify and convert potential customers.<\/p>\n<p>One key takeaway Langarica offered is that <strong><em>where and what consumers do on digital<\/em> is now more important than which demographic segment they belong to.<\/strong><\/p>\n<blockquote><p>We analyze all channels but focus on the one channel that had more impact than another.<\/p>\n<\/blockquote>\n<h2>Watching Online Behaviors<\/h2>\n<p>\u201cWe look more at conduct, not demographics,\u201d Langarica told Portada. \u201c<strong>Im interested in how often you purchase, how often youve been looking for flights, are you looking for swimwear.\u201d<\/strong><\/p>\n<p>Using what Langarica said is a <strong>\u201cvery complex algorithm<\/strong>,\u201d <strong>the airline assigns a value to each of the digital touchpoints consumers make.<\/strong><img decoding=\"async\" src=\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2019\/04\/volaris-logo.jpeg\" \/><\/p>\n<p>Using its own and third-party data, tracking online behaviors combined with its algorithm lets Langaricas team <strong>see well beyond demographics, drilling down to consumers individual preferences and learning which channels and which messages work best<\/strong>.<\/p>\n<p><strong>\u201cWhat we do is analyze all of the touchpoints and look at the consumers behavior at each one: did they open or not open an email, did they see a banner ad but not click on it,\u201d <\/strong>Langarica explained.<\/p>\n<p>Volaris has its finger on the pulse of \u201call the digital channels,\u201d and works with content to <strong>bring consumers to the Volaris page for a purchase.<\/strong><\/p>\n<h2>Attribution: Measuring Which Channels and What Content Work Best<\/h2>\n<p><strong>A consumer may start the day viewing a Volaris email, then see the brand on social media, and later Volaris content on their computer.<\/strong> Then later in the day, the consumer may see a video or an announcement that they click on which converts into a sale.<\/p>\n<p>\u201cWe analyze all channels but focus on the one channel that had more impact than another,\u201d<strong> Langarica told Portada.<\/strong><\/p>\n<p>Volaris is<strong> testing its attribution model \u201call the time.\u201d<\/strong><\/p>\n<blockquote><p>We look more at conduct (online), not demographics.<\/p>\n<\/blockquote>\n<p><strong>The most important channel varies depending upon the campaign. <\/strong>\u201cIt depends on the promotion and the objective. The attribution model has to be very well defined,\u201d Langarica said.<\/p>\n<p>\u201cWhat was the channel that produced the conversion: that is the most important,\u201d he said.<\/p>\n<h2>Third-Party vs. First-Party Data<\/h2>\n<p>Volaris uses third-party data in its analysis of consumer preferences and digital behaviors, but <strong>Langarica said first-party data is the \u201cmost trustworthy<\/strong>.\u201d<\/p>\n<p>\u201cWith third-party data, you dont have the same level of conf<a href=\"https:\/\/www.portada-online.com\/2019\/04\/29\/tracking-digital-touchpoints-volaris-seeks-the-perfect-algorithm-for-turning-online-behaviors-into-sales\/\" rel=\"noreferrer noopener\" target=\"_blank\"><strong>Read More \u2013 Source<\/strong><\/a><br \/>\n[contf]<br \/>\n[contfnew]<br \/>\n        <img decoding=\"async\" src=\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2017\/10\/PortadaNewLogo1.png\" \/><\/p>\n<h5><a href=\"https:\/\/www.portada-online.com\/\" rel=\"noreferrer noopener\" target=\"_blank\">portada online<\/a><\/h5>\n<p>[contfnewc]<br \/>\n[contfnewc]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What: Demographics may have once been the Golden Rule for tu..<\/p>\n","protected":false},"author":1,"featured_media":120354,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[202],"tags":[],"class_list":["post-120353","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finance"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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