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Segmentation Breakout Session for Travel/Study PDF Print E-mail
Written by Kara Fischer   
Wednesday, 27 June 2007
The question was raised whether Remotes really want to participate in “intellectual” activities, or whether this is something any Ivy Plus alum feels compelled to say but may not necessarily mean or be willing to act  on (i.e., “I went to Princeton, of course I’m interested in intellectual activities”). Looking beyond Remotes, segmentation models present several possibilities for travel programs: identifying likely travelers within the broader alumni population, enhancing programming on trips and strengthening messaging to further appeal to segments with greatest travel participation. Without access to more developed segmentation models, the various schools are currently using the following demographic and behavioral data to target alumni with travel offers: age, past travel activity, giving ratings, other educational event activity, degree/discipline (as it relates to the topic of the trip), profession. Stanford has just started to incorporate the Relationship Model into our mailing list strategy and should have data and measurement next year. In addition, Stanford has started segmenting travelers based on frequency and recency (repeat, new, lapsed, etc.).
Last Updated ( Wednesday, 27 June 2007 )
 
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