Case Study: WestJet achieves higher conversions and reduced campaign costs with Adobe Marketing Cloud

WestJet reaches more travelers with high-flying campaigns created with Adobe solutions

WestJet, Canada’s second-largest airline, faced the need to boost website and app bookings, gain a clear cross-channel view of customer behavior, and get more teams using data to drive decisions. To address these challenges it worked with Adobe, deploying Adobe Marketing Cloud (including Adobe Analytics, Target, Media Optimizer, and Audience Manager) and Adobe Creative Cloud for enterprise to power creative assets and unified measurement.

Adobe delivered an integrated solution that unified analytics, audience segmentation, geotargeting, personalized content and search optimization, enabling WestJet to tailor campaigns and automate retargeting. As a result—using Adobe’s stack—WestJet cut SEM support time by 40%, reduced weekend campaign costs by 14%, renegotiated agency terms and reconfigured campaigns to realize roughly $1M in annual savings, while improving conversion and driving more direct online bookings.

WestJet

Jason Wiegand

Manager of Digital Analytics and Optimization