Home Transports How Virgin Velocity Program has Benefited from Machine Learning

How Virgin Velocity Program has Benefited from Machine Learning

According to the data analytics chief of the Virgin Velocity Frequent Flyers program, incorporating machine learning in the program has resulted in the increment of communication effectiveness by 10 percent. It has also boosted the ability of teams to utilize advanced analytics.

Virgin began its data transformation program slightly a year ago. This endeavor runs simultaneously with a broader digital transformation program across the entire organization.

The program emphasizes two things including improving customer experiences across the entire Velocity customer loyalty member base through enhancing redemption offers that are relevant and personalized. Also, it intends to increase the team’s capacity to comprehend and attribute what digital and communication activities are backing this endeavor.

The data analytics team utilized DataRobot’s machine learning platform as part of the overhaul process in a bid to improve predictive modeling abilities. In a statement to CMO, Oliver Rees, Torque Data ’s general manager said the group ’s use of machine learning entails spearheading customer experiences, and more importantly at pace, through the ability to run data modeling and analytics faster and more accurately.

Oliver Rees added that the program’s ambition includes personalization and relevance. As such, the better the company receives personalizing offers, the deeper it would push engagement with its members. He went on to say that the current availability of tools not only presents offers but also undertakes both inbound and outbound marketing.

This situation has resulted in an exponential increment in the complexity of offers. In fact, the company boasts 400 partners in the loyalty program and settling on the most relevant offer to give to someone is vital.

According to Rees, machine learning can determine various aspects regarding a customer quickly including the experiences they could be interested in or whether they have insurance or credit cards, etc. As such, the new technology would be a plus for the Virgin team since legacy tools for existing infrastructure environments or number-crunching fail to get the job done fast enough.

Mainly, Virgin is utilizing a combination of both transactional data and a series of modified segmentation variables created with Torque to power redemption models. On the other hand, the attribution models comprise of extra inputs regarding both non-traditional and traditional activity drivers.

Since every technological change brings about cultural angst, Rees asserted that Virgin’s transformation program intends to concentrate first on people than technology. He also said that getting the staff to embrace new technologies calls for sensitivity and leadership.

Accomplishments to Date

For Virgin, machine learning began in the redemption area, and ways of making more relevant redemption offer to its members in an attempt to derive more value from the program. The second area includes how to spearhead more powerful attribution models across the business.

Data transformation encompasses a journey that lacks an end game. Hence, Virgin is setting its path regarding this undertaking. In fact, the company’s analytics team has proven that it can execute predictive modeling at ten times the previous processing speed. Furthermore, Virgin has experienced an upsurge of nearly 10 percent in models.

Source CMO

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KC Cheung
KC Cheung has over 18 years experience in the technology industry including media, payments, and software and has a keen interest in artificial intelligence, machine learning, deep learning, neural networks and its applications in business. Over the years he has worked with some of the leading technology companies, building and growing dynamic teams in a fast moving international environment.
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