Case Study: Virgin Atlantic unifies customer profiles and drives personalized travel experiences with Amperity and Databricks

Virgin Atlantic unifies 2M+ customer profiles in under 4 days with Amperity

Virgin Atlantic faced challenges with disparate customer data sources from bookings, loyalty, and complaints, which limited their understanding of the traveler experience. Their use of deterministic matching resulted in low match rates on PII and left gaps in personalization possibilities. They turned to the vendor Amperity for a solution.

Amperity implemented a solution using zero-copy data sharing with Databricks to centralize data and perform identity resolution. This created a unified customer buying journey from integrated datasets while ensuring compliance with PII. The results included creating over 2 million unified customer profiles in less than four days and having more than five use cases live within 90 days, enabling data-driven decisions to drive exceptional travel experiences.

Virgin Atlantic