WASHINGTON, D.C. – Thomas Cook has signed an agreement to license Applied Predictive Technologies (APT) Test & Learn® software. Thomas Cook will use APT software to improve data-driven decision-making across capital investments, promotion, marketing, operations and an omni-channel view of the customer.
APT has helped Thomas Cook better understand the impact of initiatives on customer and purchasing behaviour across multiple channels. Through APT’s Test & Learn software, Thomas Cook is able to target initiatives into areas that deliver the best ROI.
Asif Vhora, Finance Director eCommerce at Thomas Cook, said: “We are constantly trying new ideas within our business to ensure that our customers continue to enjoy the great customer experience that Thomas Cook is known for. APT has proven to be a valuable partner in the pursuit of constant growth and innovation, enabling our team to conduct in-market tests to determine which initiatives work best, before rolling them out to all of our customers”.
About Thomas Cook
For 175 years, Thomas Cook has been the UK’s trusted pioneer in global travel, opening up the world and enabling travel for all. Now one of the world’s leading holiday company’s – Thomas Cook operates across 15 source markets, employs 21,813 people and has generated a total of £7.8 billion in group sales in 2015. Thomas Cook has six own-brand hotel groups – including SENTIDO, Sunprime, Sunwing, SunConnect, smartline and most recently Casa Cook – accounting for 190 international properties.
The UK business sent six million British customers on holiday in 2015. From booking their holiday right through to their return back home, our customers are supported by 7,800 employees in the UK, including our stores lining high streets across the country.
APT, a Mastercard Company, is a leading cloud-based analytics software company that enables organisations to rapidly and precisely measure cause-and-effect relationships between business initiatives and outcomes to generate economic value. Our intuitive and proprietary Test & Learn® software utilises sophisticated algorithms to analyse large amounts of data, enabling business leaders to conduct experiments and allowing them to make optimal decisions and implement business initiatives at scale. We also offer products that support decision-making for specific business needs including transaction analysis, space planning, category management and location selection. APT’s client portfolio features some of the world’s best known brands, including Walmart, Starbucks, Coca-Cola, Boots, Victoria’s Secret, Dixons Carphone, American Family, Hilton Worldwide, SUBWAY, TD Bank, T-Mobile, and others. APT has offices in London, Washington, D.C., San Francisco, Bentonville, Taipei, Tokyo, Sydney and Chicago. Visit www.predictivetechnologies.co.uk to learn more.