These days, airlines are making headlines that are almost as frequent and emotionally charged as political news. With fierce competition for passengers, airlines are in a constant quest to identify their most valuable target consumers in order to more effectively leverage their marketing dollars. Attributes like customer satisfaction, loyalty, level of service and frequency are key to airlines (and in fact most companies), and when matched with household composition are a way of ascertaining campaign impact. But the secret sauce that can make or break a campaign is to target that consumer who is more likely to engage with the marketing message, activate based on that audience and validate the results.
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