COUNTERINTUITIVE INSIGHTS LEAD TO CONTACT STRATEGY THAT KEEPS ENGAGEMENT CLIMBING BY OVER 47%
Delta Airlines experienced uneven performance across its marketing campaigns and needed a more precise understanding of customer engagement. While significant data existed across loyalty activity, search behavior, bookings, and redemptions, it wasn’t being fully leveraged to inform strategy. Delta Airlines sought a way to align campaigns with each customer’s unique travel patterns to unlock incremental revenue and improve return on investment.
CHALLENGE
SOLUTION
We partnered with Delta Airlines to analyze six years of SkyMiles member data, spanning every marketing contact, search interaction, booking, points transaction, and redemption. Through this deep behavioral analysis, we uncovered 7 unexpected insights that challenged long-held assumptions about engagement and purchase behavior.
From there, we redesigned Delta’s contact strategy around performance and personalization. Customer segments were refined, contact frequency was calibrated to reduce fatigue, and messaging was aligned to moments of highest intent, maximizing both engagement and ancillary revenue opportunities. To ensure impact could be accurately measured, we developed a fractional response attribution model that assigned weighted credit across channels based on proximity to purchase and visibility within Delta GO’s ecosystem.
RESULTS
The analysis surfaced 7 key behavioral insights that reshaped Delta’s targeting strategy and refined how campaigns were deployed across channels, leading to a 47% increase in engagement. Marketing ROI improved through smarter segmentation, better timing, and reduced customer fatigue. Attribution accuracy increased across digital touchpoints, and real-time performance visibility within Delta GO enabled faster decision-making.
We’re blushing.
“I don't think we would’ve been able to innovate and get our data in order the way we have without our partnership with B+T.”
Impossible missions we made possible. No big deal.
