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Does your data strategy cover 6 realms of relevancy?

July 9, 2019

The 6 Realms of Relevancy is a path to creating relevant interactions with your travelers by getting the most from […]

The 6 Realms of Relevancy is a path to creating relevant interactions with your travelers by getting the most from your data. From accessing and analyzing data to communicating, integrating and beyond, this model is one we’ve seen implemented in some of the most data savvy companies inside and outside the aviation industry.

Every business has a unique mix of needs and goals, so consider this a guide you can adapt to the specific objectives your organization or team is trying to achieve.


Accessing data isn’t just about having some access to some of the data. To make the data work for you it requires merging a variety of sources together, cleansing and matching all the data points, and storing it in a way that makes it easy to slice and dice. To take action on that data and share it with others, you also need it to export in a format best suited for your needs. When you can curate your data in this way and have it all living in harmony, it opens the door to the other five Realms of Relevancy.

Sometimes this step means getting the right licenses and partnerships lined up, or it could simply mean having the right infrastructure in place to store all the data. This is the critical step you don’t want to skip, even if it means partnering or building out your data infrastructure in phases to make it happen.


Do you learn something new from your data every day? If your team is up to their ears with trends and insights or dreams of color-coded dashboards filled with KPIs, you’re on the right track.

Nobody said you have to follow the leader here — analysis can mean different things in different scenarios and it’s all about finding what works for your teams.

We’ve seen enterprises who want to put on their hard hats and mine the data all the live-long day. Other business models depend more on monitoring a handful of key metrics month over month. They use a steady eye to spot important updates. Whatever your approach to analysis, the key is spotting the trends and opportunities that will help you find your competitive edge.


When your team uncovers a true piece of insights gold, they no doubt climb on their chair and shout it out. It’s human nature to share what we learn, and teams who want to capitalize on the knowledge they glean from their analysis build reports and newsletters to get the word out. The most successful organizations go beyond internal communication and leverage their learnings to improve the traveler experience — including by sharing key metrics with customers through messaging and alerts.


To advance the business, grow your reach, and support more travelers, your teams have to keep all data in sync. Once the data is flowing through your systems, teams are able to create repeatable processes based on what they’ve been monitoring and learning and — previously — sharing manually. These repeatable processes, based on triggers, can help create a sense of confidence in the traveler when they know your organization can be trusted to communicate key information on a regular basis.

Linking data to specific workflows can have an impact throughout your business. These triggers can lead to more actionable insights, speeding up your business processes, and thereby amplifying your progress toward better Access and Analysis. It’s also the beginning of anticipating what’s coming, both from your competition and your customers.


Are you customizing automated processes based on user profiles, preferences and behaviors? Targeting travelers, who are also consumers, starts with linking their experience and their profile. The winners in the personalization game have shifted from blanket statements that apply to broad customer segments and can drill down into targeted messages based on a user’s past behaviors, demonstrated preferences, and profile information. Building alerts and notifications with a personal touch gives the customer a better experience and significantly improves the success of your communications. At this level, it’s possible to get analytics at a very granular level, allowing you to pinpoint and leverage microtrends.


The holy grail of relevancy builds on all the previous steps and adds a critical element: Context. The greatest chance of success for any message is to deliver it at precisely the right moment. Teams seeing a strong ROI from integrating data are building optimized campaigns and designing customer experiences around the combined analytics across their customers, operations and planning data. Creating smart, dynamic business logic around the insights you’ve curated, integrated and targeted, means you’re now able to harness the historical patterns to better anticipate what each customer needs. By creating time-based or context-based messages that are targeted to a specific user’s interests and needs, you’re not just talking at the customer, you’re coming alongside them in their moment of opportunity or need. You might be feeding analytics into recommendation engines, or maybe you’re predicting your forecast with greater confidence. The potential for application is as varied as the types of customers you serve.

Achieving results with every data integration, your team is at the top of their game and making a measurable impact on the traveler.


Know your impact on the traveler by taking the 6 Realms of Relevancy quiz. Get your relevancy score and ideas for how to take the next step.

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