Case Study: Virgin Atlantic achieves 50% more clicks and 15% higher conversions with Alteryx

Virgin Atlantic - Customer Case Study

Virgin Atlantic, the British airline serving 33 destinations, insourced its CRM marketing in 2017 to drive a data‑led marketing transformation. A small two‑person team unfamiliar with Alteryx faced the challenge of turning raw data into daily actionable insight, proving ROI to IT, and delivering incremental revenue, faster campaigns and improved customer engagement.

The team used Alteryx for data prep, A/B email testing, spatial targeting, scheduling and predictive modeling. A concise email design drove 50% more clicks and 15% higher conversions; postcode‑based airport targeting increased interactions by 10% and conversions by 15%; a propensity model produced an audience three times more likely to convert and lifted partner campaign conversion by 20%. Automation via Alteryx Scheduler enabled daily reporting, freed analyst time for advanced analytics, and helped secure licensing by demonstrating clear uplift.

Virgin Atlantic

James Heimers

Manager, CRM Planning and Insight