v0.

9A

Know Your Passenger

Proposal to

Session Aug 4, 2022

Agenda & Focus

• Problem/Opportunity • Focus:
• Roots of KYP
• Who uses KYP Business value of KYP
• Measuring the success, RoI
• Key Success Factors Engaging a successful Plan
• Future Options
• Suggestion of Plan How it works
The problem

Millions of passengers

No knowledge of their
“preferences“ for most of
them

None or little digital

relationship

= Lost opportunities

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The opportunity

Capture & “calibrate“ interactions

+ purchasing behaviors
(products, services)

Before, during & after presence

• Newsletters
@ Airport
• Reservations (taxi, bus, flight, parking, hotel..)
•
•
Rental cars
Use of mobile App
= Intimate relationship
• Use of WIFI
• Use of Lounge
• Purchase @ local stores Opportunity to promote
• Social networks targeted benefit(s) with
• Airline interactions @ Airport a great success ratio
• Use of Airport infrastructures
• …
Incremental Revenues (Airport)
Increased Experience (Passenger)
Increased Performance (Services)
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The solution

Know You
Passenger
(KYP)

For an augmented
passenger
knowledge

Using data
management &
marketing
automation

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Roots of KYP = KYC

Keywords:
Proximity
Path discovery
• Proximity marketing for stores
Seasonality
• Local customization of corp. marketing Revenues Impact
operations: offer, products mix, customers
targeting, mix-and-match

• Tracking & interaction @ each step of a client = Organized ecosystem

path. From web site engagement towards
deployment and maintenance
• System of lead nurturing through marketing
automation for building the right offering at = Proactive marketing
the right time
campaign “machine“

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KYP is just a tool

• Who uses KYP

à Marketing Team

• When
à Every day, creating, adjusting,
launching campaigns

• Overall strategy
à Grow the contacts Database
à Discover “nuggets“ and other micro
segments in it
à Create & test campaigns (“scenarios“)
à Measure impact(s)
à Qualify new sources of data

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 A tool with a
quick RoI
• Our experience tells us
between 9 and 12 months

• Secret Sauce?: Keeping the

contact with Customers
AFTER the transport
service has been delivered

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Measure of success, illustration (1/2)

• # of unique contacts in naly

sis

DB ect
RO
Ia
Dir
• # reservations of a
service
• Cross-selling (e.g. combo
reservation travel +
parking)
• Voucher usage-ratio
• Time to anticipate

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Measure of success, illustration (2/2)

Parking reservations

Growth in # contacts

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RoI (Nantes case)

• Turnover up to x2 for parking

reservations in 12 months
à +50% year 1
à +100% year 2

• For 120% increase in unique

contacts

• For a cost of €0,1/contact/year

(post initial setup)

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What matters CA résa vols + 51%

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 Ramp-up cycles

Leverage

External Airport Info

Internal Airport Info
• Add IoT
of existing • Add Traffic info
data • Add Open data
• Add Weather
Mktg Value

• Mktg driver autonomy

• Initial exploration
• 1st pass of a segment
• Successful stimulation &
DB enrichment

• Leverage L2B Airport Data-model

• Survey data sources
• Cloud deployment
• L2B as Mktg driver

Existing DATA
Time

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Timing
Debrief
Train
Marketing next Steps
champion
6 weeks test
Period

Tune Data Train

Survey Define step 1 Make 1st
Demo model Marketing Assistance
Data estate data sources segment
blueprint champion

Define specs Connect to DBs

Deploy
Deployment model Define Sync strategy

Review of future data

sources Travel related, incl
Air, Rail, Road
4 weeks 4 to 8 weeks

Link2Business: PoV Management & overall responsibility, with Staff based in FR & CH
MUC: IT Assistance & Marketing
SITA: Tracking CDP usage progress & Data sourcing scenarios

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Success factors embedded into KYP
• GDPR compliance
• Passenger’s name is less of importance to KYP
• Ability to “forget me“
• No manual entry of data
• RoI as an Objective
• Step by step approach, aggregating more sources of data
Future Options

Managing sources & attributes of data Compliance, engagement

for enforcing policies of ownership gamification

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 A future “boost“ factor

• Multilot Corporation • Use images as tickets to • Any digital screen or • Run through Social Media
has developed and enter drawings - live 3D medium can be used channels for,
deployed sweepstakes graphics on jumbotrons to create user communication
that have creating and screens create a activation.
huge viral spread. combination of “Kiss
Cam” and competition
engaging audiences.
Win Win

• Charity
• Additional revenue
• Recurring revenue
Marketing and • Greater engagement
Marketing and
promotions to On Site
• Larger community base
promotions to
drive on • Subscribers
• Easier to donate drive on
property • Community involvement
Customer centric property
engagement engagement
• Winners engagement
Traveling • Rewards – fiscal or goods Online
PRIVATE AND CONFIDENTIAL, ALL RIGHTS RESERVED - 2021 6

Promotion and Loyalty

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What to remember on KYP

• The objective of KYP is to

qualify and best
understand
à the customer journey,
à not the customer

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Thank You!

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