“Independent of who you were, you were pretty much getting the same offers presented to you,” Ghosh added. “It was very generic.”
Spirit is in the process of implementing marketing analytics platform Qubit to improve its web analytics to start, but ultimately the airline hopes to understand the path to conversion.
The next step is to marry operational data, which includes info like routes and cancellations, with customer and ecommerce data collected by Qubit.
Spirit also envisions applying Qubit’s data insights to brand campaigns in social, where it focuses most of its paid media efforts.
“We don’t invest a tremendous amount on the paid media side, and part of that reason is we generally fill our planes being a low-cost carrier,” Ghosh said. “Having said that, we think we can do a better job [where we have invested].”
As with Groupon’s early days, a major challenge is retaining discount-minded customers post-purchase.
Spirit doesn’t want to be perceived as a one-time deal, particularly when loyalty programs are a point of pride for many airlines.
Thus, gaining repeat business was the basis of Spirit’s new loyalty program that rewards passengers with points when they spend less on selected routes.
Ghosh said all of these moving parts – the new loyalty program, rebranded website and Qubit deployment – will help Spirit establish baseline data to begin improving the experience both online and in-flight.
“We’ll use data to tweak our model and understand where there’s dissatisfaction and where we can make changes in our policies,” he said. “One part is operational. Did we get you to your destination on time with a clean and friendly experience? Then, are they amenable to putting Spirit at the top of their list for their next flight?”