Scandinavian Airlines case study
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Rocket Fuel was hired by Scandinavian Airlines (SAS) to increase flight bookings and achieve a positive return on investment. Initially using only prospecting new audiences, Rocket Fuel delivered a cost per acquisition (CPA) 63% better than the goal. Based on this success, SAS then had Rocket Fuel implement retargeting to utilize its full-funnel approach, and the monthly spend increased 72%. Through artificial intelligence and tracking pixels, Rocket Fuel analyzed user attributes and behaviors. This allowed Rocket Fuel to lower the CPA further, achieving a CPA 38% better than the blended goal. Key results showed users near airports were more likely to convert.
Scandinavian Airlines case study
- 1. OVERVIEW Rocket Fuel was tasked with generating flight bookings, alongside achieving a positive ROI and hitting an aggressive blended CPA goal. SAS initially enlisted Rocket Fuel to increase airline ticket sales. Utilising Rocket Fuel’s online partners and prospecting new audiences only, Rocket Fuel was able to deliver a CPA 63% better than goal. As a result of the programme’s previous success, SAS then introduced retargeting into the strategy – thus allowing Rocket Fuel to use its full-funnel approach. During this time, the monthly spend increased by 72%. STRATEGY Rocket Fuel employed its optimisation capabilities to continually evaluate every opportunity by utilising a user- by-user strategy to drive incremental airline sales for SAS. CASE STUDY: SCANDINAVIAN AIRLINES ADVERTISER In Scandinavia, Scandinavian Airlines (SAS) is the single largest airline, with a market share of about 1/3 of the total air travel market. SAS flew almost 30 million passengers in 2014 to destinations in Europe, the USA, and Asia. SAS is a member of Star Alliance, and, together with 28 member airlines, offers more than 18,500 daily departures to 1,321 destinations in 192 destinations around the world. The success of MediaCom is based on their “People first, better results" philosophy. Their passion is to help businesses grow, move ahead of their competitors, and stay there. By putting people first, they believe they can deliver better results for their customers. MediaCom is responsible for planning and buying advertising for some of the world's biggest companies - among them P&G, Shell, GlaxoSmithKline, RBS, VW, and Universal. The graph shows the decrease in CPA throughout the length of the programme, highlighting the increase in spend and the change to the full-funnel model. Sept Oct Nov
- 2. IMPLEMENTATION Thanks to artificial intelligence, Rocket Fuel examined the attributes of SAS’s responders and their environments to evaluate each impression opportunity. Rocket Fuel implemented tracking pixels on the SAS website two weeks prior to the start of the programme, thus enabling Rocket Fuel to collect valuable customer data. Through the placement of a conversion pixel, Rocket Fuel was able to find out about the characteristics of users buying airplane tickets. RESULTS Rocket Fuel achieved a CPA 63% better than the prospecting goal when running prospecting activity from Sept. - Nov. Introducing the full-funnel approach alongside the increased spend of 72%, Rocket Fuel were not only able to improve on the previous CPA by an additional 54%, but they were also able to achieve a CPA that was 38% better than the blended CPA goal. Rocket Fuel were able to show that users were more likely to convert if they lived in proximity to airports. The top four are listed here: ROCKET FUEL—BRINGING ROCKET SCIENCE TO DIGITAL ADVERTISING Rocket Fuel delivers a leading programmatic media-buying platform at big data scale that harnesses the power of artificial intelligence to improve marketing ROI. Awarded #4 on Forbes’ 2013 Most Promising Companies In America list, Rocket Fuel was founded by online-advertising veterans and rocket scientists from NASA, Yahoo!, Salesforce.com, and DoubleClick. ROCKET FUEL LTD. 34 Bow Street, London, WC2E 7 , UK +44(0) 203 651 1300 | infouk@rocketfuel.com “ . ” Ryan Gillett, Digital Planner Buyer, MediaCom UK London Aberdeen Manchester City of Bristol This graph shows the number of conversions (represented by size) driven for each region as well as the percent conversion lift (represented by colour). “ ” Simon ule, Digital Marketing Manager, Scandinavian Airlines