Using Marketing Analytics in the Travel/Entertainment Industry

Richard Boire

Chapter Chapter 27 in Data Mining for Managers, 2014, pp 211-213 from Palgrave Macmillan

Abstract: Abstract The growing importance of analytics and data mining has led to the development of solutions in industry sectors such as travel and entertainment. Let’s look at sports as one example of entertainment. Here, a flagship team like the Toronto Maple Leafs or New York Yankees does not need to be very effective to achieve its goal of putting more fans in stadium seats in a cost-effective manner. The reality for these organizations is that the product they offer is highly price inelastic—that is, the price charged for the product can easily be increased or decreased with minimal impact on overall ticket demand. The use of analytics and data mining in this context is meaningless.

Keywords: Travel Behavior; Sport Organization; Customer Segment; Online Purchase; Travel Industry (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-40619-4_27

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DOI: 10.1057/9781137406194_27

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