Adara, the marketing data provider, has come up with a "traveler value score" that estimates an anonymized customer’s capacity to spend on travel.
A frequent business traveler might have a score of, say, 500 out of 800, hinting that a particular brand should pitch to that person more earnestly than to someone else with a lower score.
The Mountain View-based company says the score -- inspired by the concept of US credit scores -- is the first such metric to provide insight into the revenue potential of a customer. The score will be couched with other information to provide insight into how much share of travel spend an anonymized customer gives a brand, based on his or her behaviors and past engagement with brands.
For years, Adara has aggregated data on traveler purchase patterns, preferences, and demographics. It uses search, booking, and loyalty behavior as shared by more than 90 travel companies, such as United, Delta, Hyatt, Marriott, and Hertz.
Unlike a credit score, the traveler value score is anonymized. It's not something assigned to named individuals.
In other words, a consumer shouldn't worry about calling up Adara to ask for their traveler value scores, because the company says it doesn't keep ones on named individuals. All the data Adara has is anonymized, the company says. The information it builds up is based on matching methods.
Scott Garner, Adara's president of data and analytics, told Tnooz:
"It’s a solution that provides the most holistic view of a customer and that gets maximum insights beyond the marketer's own customer knowledge."
He said the score is being made accessible through all of the access points and platforms that a travel marketer would typically use.