Akira Mitsumasu | VP, Marketing & Strategy Research
Japan Airlines

Akira Mitsumasu, VP, Marketing & Strategy Research, Japan Airlines

Akira Mitsumasu joined Japan Airlines in 1989, and has previously been responsible in the company for passenger services, network planning, international affairs, business development in China and internal auditing, before taking on the role from June 2014 as VP for marketing and strategy of JAL's Asian and Oceania region. Akira holds an MBA from the University of Oxford and a DBA from Hitotsubashi University in Tokyo, where his research was on parent and subsidiary relationship of Japanese corporate groups.


Day One @ 14:40

Irrational personalisation: Do we really understand what customers want?

There is an attractive simplicity to the notion that customers choose what they most prefer, and that they are logical decision makers with a complete insight into the factors determining the choices they make. However, ironically, science has proven that they are not – customers are all much less rational and much more unpredictable than we think. In reality, their decisions are often determined by a variety of environmental, emotional and motivational factors. 
  • What does it mean to airline marketers? 
  • Should we continue to personalise our offers based on customers' seemingly impulsive purchasing behaviours?
  • How do we cater to both sides of our customers – the rational and irrational? 
  • How should we rethink the way we use data analytics (e.g. AI) for personalised marketing?

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