Ensighten worked with United Airlines to boost optimisation ROI
Challenge
United Airlines first engaged Ensighten during the post-merger integration of the United and Continental websites. For this project, United Airlines wanted to implement tag management for three key reasons:
· To ensure the analytics and marketing pixel tagging of the combined site was accurately and completely accomplished, without constraints or limits from IT
· To ramp up testing and targeting during a time when IT resources were limited
· Setting the data foundation for a long-term omnichannel, customer-centric personalisation strategy, which included gaining a single view of all customer interactions. Before Ensighten, there were gaps in user interaction data, and visitor data was not unified or customer centric.
Solution
United Airlines chose Ensighten as their tag management vendor because Ensighten was in the best position to be able to:
· Improve data quality
· Establish a unified layer of customer-centric data
· Ensure consistency of data across applications
· Enable faster optimisation and quicker rollout of test results
· Speed up deployments of new code
Using Ensighten Manage with Ensighten Mobile and the Ensighten Data Layer, United was able to track across all combined digital properties, including mobile apps and kiosks. Having Ensighten Mobile in place has given United greater agility in how they manage their apps (see United Airlines App successes below).
Boosting optimisation ROI
At the time of the merger, United Airlines had no testing programme. By rolling out optimisation with Ensighten Manage, United can now deploy new tests within a matter of weeks – while also using Ensighten to prove that the tests had no negative impact on the website.
At the same time, our IT resources became even more limited, but even with this obstacle, Ensighten enabled us to successfully run an optimisation program that leveraged the Ensighten Data Layer. In fact it was so successful, United Airlines saw eight-digit ROI after ten months of using Ensighten to increase optimisation agility.
Unifying customer
Using the Ensighten data layer as the unifier of all customer data, United Airlines gained:
· Cleaner data
· Consistency of data across applications
· The elimination of data silos
Improving marketing agility
Prior to using Ensighten, deployment of new marketing technologies took one to three months as analytics and other marketing tools were low on the IT priority list. Using Ensighten, these cycles were now reduced to weeks and often just days, and IT is no longer a gating factor.
United Airlines app successes with Ensighten mobile
Same day mobile app changes with the Olympic logo
For this year’s Olympics, the Digital Strategy team within United Airlines received an urgent request to include the Olympic logo at the footer of the mobile app; this request was too urgent to wait for IT release cycles.
With Ensighten Mobile, the team was quickly able to deploy the change within a day. When the Olympics were over and it was time to remove the logo, this change took less than a minute to deploy within the app.
Mobile app fixes on the fly
United Airlines recently released a popular new mobile app, but just after the launch, they noticed a small but important error where the app was showing erroneous text that caused confusion for the app users. While creating a long-term resolution, they were able to immediately fix the problem with Ensighten Mobile, which removed the confusing text and immediately made the experience better for United Airlines app users.
Results
Using Ensighten, United Airlines was able to dramatically boost marketing ROI by improving analytics and optimisation programs, unifying customer data, and enabling greater mobile marketing agility.
What the client said
Michael Venditti, Manager of Data Strategy & Infrastructure at United Airlines said: “Ensighten unified our data and provided a 360-degree view of the customer. Ensighten Mobile increased our mobile agility, from quick app updates to on-the-fly app customisation.”