American Airlines: How Personalization = Increased Revenue

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Presented by

Erin Lomers, Senior Manager Marketing Comms Planning & Owned Channels, American Airlines

About this talk

American Airlines is one of the world's largest airline carriers moving nearly 200 million passengers annually. Email is a huge driver of revenue for the brand and they looked to increase revenue per customer while adding a deeper level of personalization based on individual customer preferences. The Cheetah Digital Strategic Services Team developed a strategy that utilized the Customer Engagement Suite to reach that goal. First, Cheetah Experiences was deployed to collect the ever important zero-party data, including psychographic information about how, when and where customers would plan to fly. Those insights fed into Cheetah’s Journey Designer which put each customer on a unique email path that included hyper-personalized content and offers matching their needs. They essentially moved from the typical ‘batch and blast’ email with a one-size-fits-all offer and delivered personalized, real-time offers based on known psychographic data declared directly from the customer. This led to increased open rates, a lift in engagement scores and ultimately a lift in revenue per member. In this session we’ll discuss this strategy, the mechanics and the results with Erin Lomers, Senior Manager in the Marketing Comms Planning & Owned Channels at American Airlines. This is a must-attend event for anyone looking to unlock the power of zero-party data and lift revenue using personalization in any marketing channel.
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Marigold is a global pioneer in Relationship Marketing, providing tailored, industry-specific martech solutions to over 40,000 businesses around the world. With Campaign Monitor, Cheetah Digital, Emma, Sailthru, Selligent, and Vuture under one roof, Marigold delivers the technology and expertise marketers need to grow relationships, grow revenue, and ultimately grow their businesses. Find out more at MeetMarigold.com