How Air France uses AI and data to manage and optimize its media mix
May 17, 2022 | 2:35 PM - 2:50 PM
May 17, 2022 | 2:35 PM - 2:50 PM
Description
Air France is one of the advertisers for whom online is a crucial issue. Present in more than 100 countries, e-commerce represents a significant part of the brand's turnover. In a complicated and volatile context, Air France uses all digital channels to develop its sales and brand awareness. Hence the need to understand the objective ROI of each of its marketing actions on the one hand, and to manage its media mix and results on a daily basis in a changing environment on the other.
To do this, Air France used purely data-driven marketing attribution and artificial intelligence. Air France thus analyzes its customers' buying paths and has a centralized, granular and objective view of the performance of each of its marketing campaigns and channels. And operational recommendations for optimizing its media mix.
