Virgin Atlantic tests everything with Adobe Audience Manager before putting campaigns into development. For now, Adobe is there to help optimize the runway to efficient, accurate reporting. Training sessions give best practices around how to navigate the different capabilities. Eventually, Virgin Atlantic will gain the confidence to do it themselves.
With support from Adobe, they’re on their way. As Dan explains in a recent milestone in adoption: “The other day someone asked me, how did that test perform? Because I’m just about to do a design on this page, and I need to know how it performed in Adobe Target first. It’s those little milestones that are as good as any kind of data that we can get out of the test: it’s people saying that they’re using our reporting.”
Virgin Atlantic is also learning how to measure their marketing efforts. An issue on the website wouldn’t align data to customer bookings. As a result, Virgin Atlantic couldn’t see their true marketing ROI. That was stalling their investment in pay-per-click experiences. Adobe consultants performed a full-site analysis to uncover the problem areas. Virgin Atlantic’s marketing channel data wasn’t properly tracking activity that led to customer clicks. Collaborating with third party vendors, Adobe increased Virgin Atlantic’s marketing channel visibility by 70%.
Adobe also enables Virgin Atlantic around better day-to-day analysis and reporting performance. Challenges around data sharing and organization made insights hard for teams to use. Now, Weekly regional and global performance dashboards are automatically sent out. “Adobe's consulting made an immediate impact. They are driving not only teams at Virgin Atlantic, but also our third-party suppliers.
They’re configuring Analytics and fixing a number of issues we have,” says Neil, “The consultants’ knowledge, proactiveness, and
communication has been a great advert for Adobe Customer Solutions.”