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EL AL Airlines Raised Digital Revenue More than 10% on its Homepage Via the Aimee Adaptive Campaign Management Solution

May 22, 2014 Financial No Comments Email Email

While many digital marketing solutions offer improved ad metrics – higher Click-Through Rates (CTRs) and increased engagement – today, marketers need to show improved business metrics, whether it’s an increase in revenue, profits, loyalty or another Key Performance Indicator (KPI).

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. To do so, Dotan turned to Aimee Soft.

Aimee’s On-Site Campaign Management technology uses advanced behavioral prediction models and business intelligence to provide prospective 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”.

EL AL integrated Aimee into its website 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, anonymized 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.

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%.

“Campaign management or message management is a long and complex process involving high costs. Moreover, it is essential that we understand that there will always be scenarios that we did not take into consideration. The human brain is complex and frequently makes decisions according to built-in scenarios, and therefore the Aimee generates new scenarios for various users and to optimize the messages,” added Dotan.

“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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