Reviewing a Digital Driving Partnership
redtag.ca, one of Canada’s leading online travel agencies, has found success with technical solutions for the challenges involved in running an online travel agency by using Adobe and its array of business products. redtag.ca’s ongoing partnership with Adobe has allowed the travel specialist to enhance its customer experience and focus on newer digital strategies, such as artificial intelligence (AI).
“Adobe has helped us deliver a data-driven culture that gives us a deeper understanding of the overall business and drives success,” says Robert Gennaro, redtag.ca’s chief digital officer. redtag.ca was established in 2004, and Adobe has supported redtag.ca throughout its history, Gennaro adds.
In the Beginning :
The company’s foundation for digital experiences started with gaining actionable insights from customer data by deploying Adobe Analytics. Early on, redtag.ca gathered anonymous data about customers visiting its websites, such as time spent on the site, page views, clicks, conversion, and client reviews.
Those insights allowed redtag.ca to improve its customer experience and differentiate itself from other travel brands, Gennaro notes. The travel company’s success using Adobe Analytics and Adobe Campaign has encouraged redtag.ca to expand its investment into Adobe products to include Adobe Target within the Adobe Marketing Cloud.
Using customer data retrieved through Adobe’s software, redtag.ca has been able to refine its travel deals to make deals more relevant and personalized. For example, for a past summer campaign in Toronto, redtag.ca planned to promote travel packages to Cuba. However, with the help of Adobe Analytics, they discovered travelers in the area were more interested in Jamaica. redtag.ca subsequently altered its campaign to focus on Jamaica instead of Cuba.
The Next Step: Artificial Intelligence (AI)
More recently, redtag.ca has been using Adobe’s artificial intelligence solution, called Adobe Sensei, and the early reviews are positive. By leveraging Sensei, the company can further improve customer experiences and drive revenues. Advanced machine learning will enable redtag.ca to target the most relevant offer to individuals, such as discounted flights for price-sensitive customers.
“With machine learning through Adobe Sensei, we can see beyond basic activities, monitor multiple channels and audience segments, reveal actionable insights buried in data and act instantly to help ensure we’re delivering the best experiences possible,” says redtag.ca’s Gennaro.
Adobe Sensei also has anomaly detection technology, which can help redtag.ca uncover issues such as incorrect booking paths or slowdowns on the company’s website.
Targeting Customer Loyalty :
“We have to work hard to win customer loyalty in the travel industry,” says Gennaro. “If they see a cheaper deal or have one poor experience, they are likely to move on to a competing site. Having Adobe Campaign and Adobe Analytics work in tandem helps us make sure we are delivering the best experiences possible, across touchpoints.” For instance, the company can integrate e-mail metrics with website behavioral data to provide an extended view of a customer’s journey from start to finish.
Using Adobe Analytics, redtag.ca can identify which vacation packages and other offers resonate best with customers, both new and existing. The company’s digital marketers can then target audiences with relevant mobile and online content. Redtag.ca is also targeting customers with e-mail campaigns, with personalized offers based on user profiles, interests, history, and online reviews. This strategy has been shown to increase e-mail open rates, click-through rates and time spent on redtag.ca.
redtag.ca can also encourage customers to provide reviews of past travel experiences with the company. Such reviews are helpful for redtag.ca’s clients, both potential and established, as many customers enjoy providing feedback to help others, particularly if the experience is a positive one.
redtag.ca has embraced technology since the travel site was first established, partnering with Adobe on what are now everyday services, such as web analytics and e-mail campaigns. But redtag.ca has gone further, working with Adobe on new ideas and products, such as using the cloud and artificial intelligence. It’s this willingness to move forward with new technology that helps redtag.ca differentiate itself from the competition.
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