TBO.Com, a global travel distribution platform has extrapolated this data-driven storytelling to the B2B travel industry. To consolidate the available data, derive insights, and enable travel agents to hyper-personalise customer engagement, it partnered with marketing automation company WebEngage a year ago.
Towards the end of 2023, TBO conceptualized a year-in-review feature called ‘TBO Rewind’ for its customers- Travel Agents. The partnership with WebEngage enabled TBO.com to bring the plan to fruition.
The ‘Year-in-Review’ feature that gives users a fun retrospective summary of their activities in the past 12 months has been a revelation for personalized engagement. Music streaming platform Spotify famously embraced it with its ‘Wrapped’ feature, demonstrating the impressive power of first-party data.
‘Wrapped’ drives engagement by playing into the psychology of persuasive and personalized content. It taps into our innate need to feel special, exclusive, and appreciated. The feature has rightly found admirers in millions of Spotify listeners.
Speaking on this unique feature, Shyam Sunder, Vice President of Marketing at TBO.com said, “You just cannot ignore data anymore. It is the only objective force in a subjective marketing world. Data is being beamed everywhere. If you know how to catch and wield it, I guarantee it’ll put you ahead of the curve. Despite the data points at its disposal, TBO understood the challenges lying ahead in the execution of TBO Rewind.”
WebEngage’s Customer Success team helped break down the complex data sets. The data was standardized and readied for analysis by WebEngage’s platform, where the ‘Catalog’ feature was leveraged to derive and execute individual insights of users. The Services team conducted thorough testing and accommodated multiple changes to produce ‘TBO Rewind’ promptly.