British Airways OpenSkies: measurement to ensure accountability

 

The challenge 

 

Following our appointment to launch British Airways’ new premium airline OpenSkies, our first mandate was to identify a robust measurement methodology that integrated advertising, site, email, call centre and ecommerce data.

 

Working with multiple stakeholders at British Airways, ranging from finance to analytics teams, we where tasked to provide an integrated view of the measurement options available as well as provide technical support in the roll-out of the chosen solution.

 

 

The tailored solution 

 

1. We began the process by identifying the key performance indicators for OpenSkies, plotting the offline and online consumer interaction path against key data variables and data sources. Through this initial consumer and data mapping we where able to identify technical dependencies for the project.

 

2. Following the consumer and data mapping, we undertook a detailed technical, cost and capability audit of all major measurement platforms - managing the entire RFP and cost:benefit analysis process. The audit was undertaken following review of OpenSkies technical infrastructure including their CMS platform and customer transactional database.

 

3. The findings from the analysis where put forward to all decision makers identifying an implementation road-map as well as future enhancements based on a three year measurement plan.

 

 

The results

 

The measurement audit allowed OpenSkies to have an integrated view of advertising, site and ecommerce data, facilitating reporting and dissemination of data across different internal teams and countries.

 

Furthermore, it ensured OpenSkies leveraged the most robust, flexible and cost efficient measurement platforms to optimize, report and analyze data from different sources.

 

 

Download a PDF of this case study:
British Airways OpenSkies: Integrating measurement to ensure accountability

 

 

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