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El Al Airlines Optimises Homepage Visits to Increase Revenue
Image Credit  AF1621 Creative Commons license

El Al Airlines Optimises Homepage Visits to Increase Revenue

Aimee’s On-Site Automated Predictive Campaign Management was committed to improving our digital revenues from the EL AL home page, and they delivered,” said Ms. Carmit Dotan, El Al’s Digital Marketing Manager. 

Situation

Like many e-commerce websites, the El Al Airlines website homepage generates a lot of visits from prospective customers – in El Al’s case, travellers looking for flights to or from Israel.

Challenge

The challenge e-commerce websites face is to offer the right product or service at the right price to the right visitor. In El Al’s case, the company was looking to offer the right package – whether it’s a First Class tickets to and from Israel or a complete family holiday package including hotels and car rental – to increase digital revenue and meet business goals.

As a leading digital marketing manager of one of the largest and best known Israeli brands, Ms. Carmit Dotan, El Al’s Digital Marketing Manager, wanted to improve El Al’s digital marketing performance, but only if she could also generate better business results.

Solution

To increase digital revenue, El Al turned to Aimee Soft’s Automated Predictive Campaign Management solution. The company’s technology uses advanced behavioral prediction models and business intelligence to provide visitors to the El Al website with the best possible marketing message in real-time in order to improve business metrics. Aimee Soft calls it “Digital Adaptive Marketing”.

Aimee Soft’s technology enables serving the most relevant advertising message to visitors to El Al home and special offers page based on the available data. Therefore, Aimee will be able to analyse in-coming visitors and determine the best, most relevant marketing message to serve in real-time.

And Aimee’s team understands that each marketer is focused on a different performance metrics. Therefore, Aimee’s Automated Predictive Campaigns can be optimised according to any desired business metric: Total Revenue, Profits, Loyalty, Orders, Cost Reduction and more.

By using a built-in control group, Aimee is able to prove the effectiveness of the company’s technology versus the original targeting method used.

EL AL integrated Aimee into its web site home page and special offers page within several days, with minimum IT resources, and shortly after, Aimee’s technology began serving on-site marketing campaigns in real-time to inbound site visitors. Aimee served the most relevant marketing message based on an analysis of site-side data, anonymised search intent data and other industry data sources utilizing proprietary predictive analytics technology. In accordance with El Al’s defined business goal, marketing campaigns served were designed to increase revenue.

Results

Aimee’s On-Site Campaign Management solution increased digital revenue on the El Al.com home page and special offers page by more than 10%. 

“Aimee’s On-Site Automated Predictive Campaign Management was committed to improving our digital revenues from the EL AL home page and they delivered,” said Ms. Carmit Dotan, El Al’s Digital Marketing Manager.

“From our first meeting, Dotan was focused on Aimee’s ability to impact the El Al website bottom line,” said Noam Zeigerson, CEO and founder of Aimee Soft. “Aimee’s performance on the El Al website proves the efficacy of our technology, validating the need for paid and owned channel campaign management for smart marketers looking to improve digital business metrics.”

 

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