AZAL: global campaigns and attribution
For the national airline we worked on the overall digital strategy, advanced web analytics and attribution models. Campaigns ran in the key international markets.
- Role
- Head of Digital Marketing (agency)
- Year
- 2021 - 2022
- Markets
- International
- Focus
- Strategy and attribution
Many markets, many channels, one budget
Different channels work in different countries, and a ticket is often bought only after several touchpoints. We needed to see which channel really contributed to sales.
Goals
- One digital strategy across markets
- Measurement up to the ticket purchase
- Split the budget by channel contribution
How we did it
Market plan
Channels and messages for each market.
Measurement
Analytics for the booking flow.
Attribution
Comparing models and a budget recommendation.
Reporting
A view by market and channel.
Results in %
- +[X]%sales in international markets
- +[X]%ROAS
- [X]markets with campaigns
The attribution model decides who splits the budget. That is why it has to be chosen deliberately.