Priceline.com is set to hone its predictive technology capabilities having struck a new partnership with Intent Media.
The leading global OTA will use Intent’s machine learning technology to gain insight into consumer behaviour to deliver a more personal and smooth experience.
Intent Media uses insight derived from analysis of over one billion user searches per month to predict in real-time the likelihood of a web visitor’s propensity to book.
Firms use this to tailor the shopping experience on site to help them compete for bookings from increasingly sophisticated shoppers in the highly competitive online sector.
Intent said the new agreement “creates a collaborative test environment in which Priceline will have access to Intent Media’s proprietary data science products and services”.
Priceline will have real-time access to Intent’s predictive scores so they can test and learn various ways to serve users.
Priceline will use this to experiment with targeted promotional messages, media and other innovations to improve customer experiences and drive revenue and loyalty.
Maryellen D’Aiuto, vice president of online marketing, Priceline.com, said: “Among our most important pillars of innovation is continuously improving how we identify customer types and tailor an offering to them.
“We believe this innovation partnership has the promise to accelerate our ability to deliver a more personalised and frictionless experience for our customers.”
Richard Harris, chief executive and founder of Intent Media, added: “Machine learning dramatically improves the ability of travel commerce brands like Priceline.com to identify user insights such as who is ready to buy and who is still shopping.
“This concept requires investment in data science and a sophisticated infrastructure. No one was able to deliver intelligent segmentation at scale before we introduced our data science-powered approach in 2010, and no one can match our accuracy or delivery today.
“We’re excited to collaborate with our partners at Priceline.com to pursue new avenues of innovation and provide an even better experience for their customers.”