Using Data to Make Decisions

We recently spent some time talking with Virgin America’s Bowen Payson, manager of online and digital marketing about how they are using Adobe solutions. Bowen’s comments provide insight about how online marketers can effectively measure multiple online channels.

In the beginning, many of Virgin America’s marketing efforts were based on trial-and-error and educated guesses from prior experiences, because the company didn’t have a way to easily access its online data. “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 Payson.

With Adobe Solutions, Virgin American now has valuable information about how their customers interact with content and uses that information to drive business decisions.

Virgin America is measuring both traditional web experiences as well as social media channels including Facebook and Twitter. Adobe helps Virgin America determine the overall traffic and bookings each post has generated, as well as view average order value, how many travelers are booked, and when travel will occur.

Adobe has really helped Virgin America achieve a cadence and rhythm to its marketing programs. Virgin America’s revamped website has seen a 35% increase in revenue generated by targeted e-mail to a 5.5% increase in conversion rates from promotional content that reaches customers at the very time they’re planning a trip.

For more information about how Virgin America uses Adobe solutions to make data-driven decisions, please download their recent case study. We’d love to hear how you are using Adobe solutions to increase your marketing efficiency and online relevance, so feel free to comment here, on our Facebook page at www.facebook.com/omniture, or e-mail us at customersuccess@adobe.com.

Customer Success Team

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