One of the UK’s largest leisure conglomerates is planning to centralise the data it holds on customers of its individual brands by 2016.
Bourne Leisure Group, which owns Butlin’s holiday parks, Haven Holiday Homes and Warner Holidays, said the move could “revolutionise” the business.
“Until quite recently, the three brands operated in almost competitive silos. But as a UK holiday operator we have quite a lot of data of the population,” said Emma Miller, Haven’s database manager.
“We have probably got 10 million households records but we don’t talk to each other. It could revolutionise parts of the business. I’m sure there are prospective owners in the Warner Holiday asset base, and [at Haven] we just haven’t tapped into that before. We’re really charting new territory.”
Warner Holidays and Butlin’s still use legacy database management system Ingres, but will migrate all Bourne Leisure’s customer data to a central database by 2016.
Historically, Bourne Leisure has operated competitively and the brands have not wanted to share anything.
“But from the data side of things, we need to,” said Dawn Macy, head of customer data at Haven.
“We’re very analytical about sales, but we tend to look more at the pound notes rather than the guests and their information.”
Big data investment brings big returns
Haven, meanwhile, is planning to use SAS until its is able to correlate all customer feedback across the conglomerate.
The company invested in the ANSWERS analytics tool from SAS to develop an anti-churn process that it puts into action when a customer is about to leave.
Data analysts at the company experienced the Haven holidays themselves and by understanding the customer journey, they used the SAS tool to identify patterns in the data that Haven held on its homeowners. Using this information enabled Miller to predict and take steps to prevent customer dissatisfaction.
For example, if a customer was letting their home frequently, they were more likely to leave.
After piloting the anti-churn process in August, Miller said that projected results showed Haven would retain 300 homeowners, equating to an estimated £1 million return.
“That’s 12 times the amount we invested”, Miller said.
The UK's Olympic Rowing team recently announced a partnership with SAS to better utilise rower's data to "make the boat go faster" and triumph at the upcoming Rio 2016 Games.