Knowing your customers
For the creative marketing team at WestJet, just getting customers to the website isn’t enough. Making it easy for people to book flights or find the information they want is the key to bringing them back again and again. Using Adobe Experience Cloud, WestJet is getting a better idea of what customers want, whether they’re on the website or using the WestJet mobile app.
These insights are used to create and deliver more personalised messages, depending on who and where a customer is. Adobe Audience Manager combines behavioural data from Analytics with audience profiles to power the delivery of more effective experiences, such as retargeting messages. For example, if someone looks at a flight to Las Vegas, WestJet can display a banner ad for a Las Vegas hotel package the next time the customer visits the site. Once a flight is booked, WestJet can suggest that passengers with Econo or Flex fare tickets upgrade their flight with advanced seat selection or send an email detailing the benefits of the rewards programme.
WestJet further tailors online experiences to give customers ads based on their locations. The digital team first creates multiple banners using Adobe Illustrator or Adobe Photoshop. With the geotargeting feature in Adobe, the team can then automatically identify a customer’s location and display the proper ad. Customers in Toronto may see a special promotional code for travel, while customers in Vancouver see holiday packages to California.
“We have limited space on our web pages and personalising ads lets us get the best offer in front of every customer,” says Wiegand. “Using Adobe Creative Cloud and Experience Cloud, we can quickly create and deliver banner ads for new campaigns.”
Adds Socrates Alvarez, Digital Analyst for WestJet, “In past tests, we found that relevant offers lead to increased conversions. We use Adobe Audience Manager and Target to automatically personalise the content we deliver to get the most out of every customer interaction.”
Savings on the radar
Search engines like Google are still one of the primary ways that customers find WestJet online. An advanced learning algorithm in Advertising Cloud Search allows WestJet to maximise its investment in search terms and help customers find WestJet easier. Combined with data from Analytics, WestJet has a clear view of search campaign performance.
“Campaign reports often don’t tell the whole story,” says Karim Elemam, Senior Digital Analyst at WestJet. “If someone clicks a link for flights to Toronto but books a flight to New York, we can’t really attribute that booking to the marketing campaign. Adobe Advertising Cloud Search and Adobe Analytics work together to give us true cross-channel data so we know how our campaigns are performing and what we can change for even better returns. We reduced the time to support search engine marketing efforts by 40% and overall costs dropped for our weekend campaigns by 14%.”
Using Advertising Cloud Search and Analytics to determine accurate campaign performance, there is far less debate between WestJet and the agencies running its campaigns over results. WestJet can look at results every day, eliminating the need for weekly meetings with agencies, while clarifying which agencies are delivering campaigns with superior performance. As a result, WestJet has renegotiated terms with its agencies and reconfigured campaigns to deliver savings of one million dollars annually.
Across the WestJet team, the use of reliable data is informing every strategy, as managers and executives alike see the value of accurate data in their work. “With Adobe solutions, WestJet is reaching customers with relevant and compelling campaigns that help us to drive better conversion, improve online guest experiences and shift business directly to us from higher cost distribution channels and competitors,” says Wiegand.