SME Model

OVERVIEW

As business related programs are very important to airline company both from revenue andcustomer loyalty perspectives, we will support multiple campaignson business programs by developing Small and Medium Enterprise (SME) Personamodel and deliver scores via Signal Hub. The aim of SME persona model is to generate a series of SME/persona scores that specify a customer’s likelihood ofbeing a type of actively engaged business traveler: with behavior similar to aPerksPlus, a PassPlus, Big Corporate, or just a general business traveler. The scores do not reflect the probability of enrollment in a specific businessprogram. Instead, a score of a given business program provides how similarlythe customer behaves as travelers who have enrolled in the program. The scores are the output of analytics models, by incorporating customer basic profile andavailable historical information of a customer, such as travel behavior,redemption behavior, and buying channels. As a result, those are customer-levelbehavior scores.

The SME persona model uses two well-trained non-linear models to support four outputscores. Although it is a lack of reallife examples for “general business traveler”, a data driven model is built to learn the common characteristics of the business program participants. The “Business score” could be a good measure of “to what extent a customer is like abusiness”. Another model aims to identify the uniqueness of participants of each business program in termsof traveling behaviors. “PassPlus”, “PerksPlus”, and “Corporate” scores providemeasures for how much similar a customer is to “PassPlus”, “PerksPlus”, and “Corporate”members, respectively. As the persona scores are a summary of a customer’s currentstatus and did not change dramatically, they will be refreshed monthly to reflectthe customer’s possible status change.

Signalsconsidered in the SME persona model include but are not limited to 1) Customer profile; 2)Trip behavior; 3)Purchasing power; 4) Booking/Agency channel; 5) Redemption/Deposit mileagetransaction; 6) Upgrade; 7) Email engagement; 8) Elite level; 9) Elite earn;10) Health.