When was the last time you took a root and branch approach to your marketing and data strategy?
It took Scandinavian Airlines (SAS) a 20% cut in marketing budgets coupled with mounting pressure to increase bookings to force them to think differently. Their fundamental change in thinking was enabled by an internal audit. SAS were able to productively focus on agreed business outcomes and achieve broad consensus on what success looked like. Having achieved a shared vision, and only then were they able to set the measurement framework and next steps.
After an investment in analytics and an important culture shift to ensure adoption throughout the organisation, Scandinavian Airlines were able to champion a new data strategy. They shifted focus on the data points that mattered most (15 crucial data points; capacity change, external factors, etc.) to increase their bookings more efficiently.
Scandinavian Airlines attributes the evolution of its data capabilities to more efficient operation across the board including smarter ad purchasing. This evolution lead to a 38% jump in marketing-driven revenue, and that’s even with a 20% budget cut.
So often we see organisations suffering information overload. Without clear objectives, it’s easy to get lost. It’s only by starting with the right outcome, and working backwards from there, that the best results will be achieved. Having a clear, shared goal is the recipe for success.
We specialise in providing clarity, stakeholder alignment and delivering robust data strategies that are ready to be implemented. Talk to us if you’d like to realise the potential of your data.
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