Micro targeting: A data driven analysis to understand online consumer behaviour with focus on travel industry

Marketers of recent times are aware of consumer preferences and are making use ofthe technological revolution to enhance their experience through hyper-targeted advertising tocreate a personalized experience for them. Thanks to micro-targeting, companies know usbetter than we know our self to create customized content. The paper attempts to study theinfluence of micro-targeting towards the formation of consumer experience and also toanalyse the role of it in the development of purchase intention. The study was conductedthrough a survey using a structured questionnaire by collecting data through a conveniencesampling method in and around Bangalore. Regression analysis was used to understand therelationship between variables and data was analysed through SPSS software to determine theresult of the study. The respondents use digital platforms intensively for their travel-relatedactivities and in addition to the detailed analysis of their usage and effect of onlineadvertisement, a model was developed to understand the effect of micro-targeting onconsumer experience and purchase intention. This research study would be useful to theonline travel industry in understanding how micro-targeting is beneficial for enhancingconsumer experience online. Organizations that are in marketing and strategizing can use thefinding of the research study to understand the impact of micro-targeting and its variables.There has not been any direct study to see the influence of micro-targeting on consumerbuying behaviour with a focus on the travel industry hence this research paper is novel.