Take Flight with Lufthansa's First-Party Data: Marketing Hacks You Need to Know
Are you tired of generic marketing campaigns that fall flat? For optimised campaign performance and increased transparency into first-party data, the marketing team of Lufthansa Group is transforming its strategies.
Michaellyn Gruenewald, Head of B2C Marketing Strategy & Standards, shares her insights on how to enhance revenue growth by capitalising the power of data and AI chatbots for targeted marketing, cultivating deeper connections with loyal customers and brand evangelists in the digital space. As she puts it, “Our goal is to transform the way we engage with customers by understanding their pain points and delivering personalised experiences.” From identifying customers’ preferred channels to looking into their purchasing behaviour and ensuring consistency in brand messaging, Lufthansa Group has been able to deliver exceptional results!
Discover how they're using data to:
- Optimize Campaign Performance: Making informed decisions about retargeting and budget allocation based on attribution performance models and market mix modelling.
- Understand Customer Behavior: Gain valuable insights from Google Analytics to identify customer preferences and pain points for re-adjustments in their marketing approaches.
- Target Potential Customers: Dive into past website searches and provide real-time pricing to boost conversion rates at the lower end of the sales funnel.
- Leverage Cutting-Edge Technology: Utilize tools like full view impact, A/B testing, and AI-powered chatbots to optimize campaigns and enhance customer interactions.
In a post-event quick fireside interview with her, she mentions that the Lufthansa Group works closely with their partners such as Google and Meta to leverage on AI created audiences. As there is no defined percentage of which audiences have been outsourced, they are constantly looking to new opportunities from preferred suppliers. A/B testing is also conducted on audience matching technologies to build on their existing knowledge in the marketing ecosystem for optimising reach and overall ad spends.