As an international airline that serves millions of customers a day, KLM needed to take a data-driven marketing approach to consistently provide relevant products and services. With this need in mind, KLM partnered with Relay42 and Google – with Relay42 as the central hub to connect all touchpoints and data sources, and Google as the supporting technology.
KLM’s main goals were to develop more efficient buying models, drive relevant advertising and scale their predictive modelling. Through our DMP and its agile connection to Google’s various solutions, KLM was able to leverage their first party data and activate it in real-time.
As a result, KLM reduced cost per booking by 40%, generated twice as many bookings with the same previous spend and also attained 1.4 times higher click-through rates (test vs. control group).
“We believe that data in combination with technological innovation is bound to make advertising smarter and more relevant on every touchpoint.”
– Kevin Duijndam, Cross Channel Marketing Manager, KLM