Sociomantic Labs And British Airways Win Performance Marketing Award For Best Use Of Customer Insight
Sociomantic Labs, the leader in programmatic advertising solutions for the world’s top advertisers, took home the Best Use of Customer Insight award with client British Airways at the 2015 Performance Marketing Awards (PMAs). Today, results of the winning partnership are revealed in a detailed case study.
The award acknowledged how British Airways and Sociomantic collaborated to build a bespoke programmatic display solution, making it possible for British Airways to leverage real-time booking data in personalised display advertisements, ultimately enabling the airline to use a customer-centric approach to increase cost efficiency while boosting its e-commerce sales.
The pair also received a high commendation for their entry in the “Best-Third Party Performance Marketing Innovation” category. Sociomantic helped British Airways use data and offers from its Holidays brand to reach qualified potential bookers with individually personalised product recommendations via programmatic display advertising.
“Sociomantic’s advanced programmatic buying strategies enabled us to use our own customer data to better tailor our display investments and to personalise our communications with our customers,” said Tom Speck, Global Display Manager for British Airways, about the cooperation that led to the award. “By optimising each investment to the potential value of each new customer and his or her booking behaviour, we saw a dramatic increase in the overall efficiency of our programmatic display spend while continuing to scale. I am very positive about the future development of the partnership between British Airways, iProspect and Sociomantic, and the possibilities of generating further incremental sales as we are now exploring deeper CRM integrations across our key markets.”
The ninth annual Performance Marketing Awards recognised and celebrated the very best in the UK’s performance marketing industry across 26-hotly contested categories. The judging panel, featuring digital experts from the likes of Arcadia, Google, Hotels.com, the IAB and GroupM, assessed entries based on their ability to meet strict criteria, including pre-defined campaign objectives, execution, return on investment, innovation and overall success.