Case Study: Skyscanner achieves deeper insights and faster analysis with Google Marketing Platform and BigQuery

Google Analytics 360 and BigQuery improve efficiency and insights for Skyscanner

Skyscanner, a leading travel search company, wanted deeper insight into anonymous customer behavior across markets, device types, channels, and site functionalities. Working with Google Marketing Platform and Google Analytics 360, the company sought to move beyond standard reporting so it could better understand customer journeys and optimize its products.

Google Marketing Platform helped Skyscanner integrate Google Analytics 360 with BigQuery, enabling more detailed analysis, faster reporting, and easier use of tools like Tableau and Python. The solution improved workflow efficiency, supported one-off investigations and daily dashboards, and helped Skyscanner better isolate marketing effects from site changes, contributing to a 30–40% lift in mobile conversion rates.

Skyscanner

Mark Shilton

Principal Analyst