Aviation
Case Study
Objective
The airline wanted to better understand and reach two key traveler groups: Malaysians traveling abroad and foreign tourists visiting Malaysia. The goal was to use data to identify travel intent, strengthen targeting, and deliver more relevant, localized messaging.
Data Strategy
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Mobility-Based Segmentation
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We analyzed ad event and location signals over ten months to map user movements within and outside Malaysia.
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Two distinct segments were defined:
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Malaysians with at least two events abroad.
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Non-Malaysian visitors with multiple events in Malaysia.
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Behavioral and Contextual Enrichment
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Travel frequency, destination clusters, and temporal patterns (e.g., seasonal spikes) were layered onto mobility data to refine traveler intent.
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Behavioral data revealed top destinations such as Singapore, Indonesia, Thailand, and the U.S.
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Geo-Contextual Audience Insights
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Using country-level travel corridors, we built location-based audience intelligence that guided creative personalization and regional promotions.
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Results
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Granular Audience Clusters: High-value traveler groups defined by origin, destination, and travel frequency.
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Actionable Insights: Destination trends and timing patterns for campaign planning.
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Improved ROI: Data-driven targeting reduced waste and improved engagement among global travelers.
Impact
By transforming raw mobility data into meaningful traveler segments, the airline gained a data foundation for personalized marketing, smarter media investment, and stronger customer relationships.