British Airways is one of the most recognized global airline brands. Their online marketing strategy with affiliate and meta search partners is pivotal to their growth. With 5 networks across 20+ countries, BA had developed a program that sustained strong yearly growth but it had become complex, fragmented and difficult to understand performance across each region/network. They were unable to manipulate the wide range of granular data they were capturing, and incorporate this into their overall channel strategy.
Nick Troup | Head of Digital Marketing, BA