Case Study: WestJet achieves broader reach and higher conversions with Adobe Audience Manager

WestJet - Customer Case Study

WestJet, Canada’s second‑largest airline, faced the challenge of driving more direct online bookings, gaining a clear cross‑channel view of customer behavior, and getting more teams using data to guide decisions. To tackle this, WestJet partnered with Adobe Audience Manager as part of the Adobe Marketing Cloud and Adobe Creative Cloud stack (including Adobe Analytics, Adobe Target, and Adobe Media Optimizer) to power audience discovery, personalization, and creative asset production.

Using Adobe Audience Manager together with Adobe Analytics, Target and Media Optimizer, WestJet unified cross‑channel data, automated personalized retargeting and geotargeted ads, and streamlined SEM support. The vendor’s solutions cut SEM support time by 40%, reduced weekend campaign costs by 14%, helped renegotiate agency deals to save about $1M annually, and drove higher conversion and more direct bookings through tailored content and improved measurement.

WestJet

Jason Wiegand

Manager of Digital Analytics and Optimization