Enterprise IT vendor IBM announced its analytics technology deal with Russian airline Aeroflot.
As per the IT deal, IBM analytics will assist Aeroflot to transform the customer experience of 40 million passengers in a bid to increase passenger numbers and brand loyalty.
IBM did not disclose the size of the analytics deal.
As per the IT outsourcing deal, Aeroflot, Russia’s leading airline, will utilize IBM’s analytics to collect insight from structured and unstructured data from across the company’s properties including travel booking website, social networks, IT and accounting systems amongst others.
Aeroflot aims to improve customer service and conduct more targeted marketing campaigns using this data to understand customer preferences and buying behaviors.
“The deployment of IBM analytics will be of great benefit to our customers while searching for and selecting the best offers. Personalization and targeted marketing tools will allow us to proactively attract new customers while successfully developing relationships with our existing base,” said Mikhail Fandeyev, marketing director at Aeroflot.
IBM said the system will use data mining, machine learning and predictive modelling technologies to analyze the buying behavior of Aeroflot’s customers. Aeroflot, leveraging over 300 data points including last purchase, purchase history, the number of purchased tickets, destination types and price sensitivity, will create customer profiles and calculate customer lifetime value.
Aeroflot selected IBM’s analytics technologies including BigInsights and SPSS as a result of a market analysis. IBM’s business partner Technoserv Consulting is the system integrator for the deal.