Reliable Marketing Data Helps WestJet Boost Online Bookings and Achieve Greater Savings.

In an industry where higher fares coupled with fewer services is becoming the norm, WestJet quickly became Canada’s second-largest airline, building the company’s reputation upon their ability to consistently deliver outstanding services and offer amazing savings. The company aims to delight passengers by providing them with relaxing, fun experiences that exceed their expectations — in the air, on the ground, and online. Those experiences include WestJet’s digital marketing campaigns.

In recent years, WestJet’s holiday video campaigns have achieved viral success, showing WestJet that creative and meaningful campaigns — based on targeted, reliable data — can guide marketing strategies to reach more travelers, drive more website traffic, and more positively impact the bottom line. To effectively deliver and measure better digital customer experiences, WestJet relies on Adobe Marketing Cloud solutions. For instance, Adobe Analytics allows WestJet’s marketers to gauge how customer experiences across multiple channels — including email, web, app, and social media — increase online bookings.

“Because we can see how successful our campaigns are, we know which ones are best at encouraging customers to book on our website instead of other channels,” says Ahmed Elemam, senior digital analyst at WestJet. “Increasing online bookings can help us achieve greater savings that we can also pass on to customers.”

Personalized customer experiences can increase those sales and savings. Adobe Audience Manager and Analytics work in tandem to power messages — such as fare upgrades or rewards-program benefits — sent to consumers after they’ve booked flights, and Adobe Target identifies a customer’s location to deliver relevant ads.

Using Adobe Media Optimizer alongside Analytics allows WestJet to review search-campaign performances daily to maximize search-engine marketing (SEM) investments. Besides reducing SEM support time by 40 percent, overall costs of weekend campaigns dropped 14 percent.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/analytics/reliable-marketing-data-helps-westjet-boost-online-bookings-and-achieve-greater-savings/

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