Use of Artificial Intelligence (AI) increases upsell from pre-travel emails – DFDS News

Passengers travelling on our Copenhagen – Oslo and Amsterdam – Newcastle routes receive a number of emails before departure. These emails provide information about the trip as well as offer add-ons like dinner in the restaurants, upgrades to better cabins etc. In order to increase the upsell revenue and offer a better service to our customers, the BUGP Marketing and Smart Data in collaboration built a machine learning (some would call this an AI) solution that is able to provide the most relevant upsell products to individual customers. The results have proved to be extraordinary, showing an increase in pre-travel upsell from emails by 33% while also simplifying the processes for the business. How can you actually test if this model works?