• by editor , June 25, 2018

The company uses "happiness data" which is comprised of customer feedback about their holiday, their booking experience, etc. to determine how to communicate with customers. Combining this data with other data, helps the company target customers. 

"Learn as you go and don't be afraid to make any mistakes," says Jochem Veenstra, channel manager, email at Otravo. "When we make mistakes we hear from our customers and we use that to optimize our customer journey."