Founded in 2007, Virgin America set out to change the face of modern domestic air travel in the United States with brand new planes, attractive fares, and top-notch service. To better reach customers, Virgin America uses a mix of traditional marketing, online marketing, and social media to direct customers to the company’s Web site. The goal is to offer customers and potential customers a unique online experience that will drive brand advocacy, improve conversions and, ultimately, drive sales. Through e-mail marketing campaigns, search engine optimization (SEO) programs, and social media programs on popular sites like Facebook and Twitter, the company established a significant presence that outweighs its physical route network in the online space.
However, even with relative early success of the airline’s online marketing programs, Virgin America managers needed a more sophisticated solution to analyze data and gain a holistic understanding of customer behaviors and identify key drivers for online interactions. to achieve greater transparency into customer interactions and to execute innovative brand awareness and revenue generating campaigns. “We needed to find a way to dive deeper into our data for better insight about how people were engaging with our content and make the necessary adjustments to enhance their overall experience,” said Bowen Payson, manager of online and digital marketing at Virgin America.
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