Case Study: Virgin Atlantic achieves 75% time savings and 22% revenue growth with Marin Software

MG OMD Save Virgin Atlantic 75% More Time with Marin's Automated URL Builder

Manning Gottlieb OMD (MG OMD) manages Virgin Atlantic’s paid search campaigns and faced a fragmented ad/analytics stack, complex URL structures from combining multiple tracking sources, constantly changing airfares across many routes, and bid rules that didn’t account for fluctuating profit per booking. These issues created data discrepancies, required laborious manual URL and price updates, and diverted time away from strategic optimisation.

Marin solved this by integrating with TagMan and Coremetrics, deploying a tracking pixel to preserve historical data, and using an automated URL builder that saved the team 75% of the time spent building URLs. Marin’s daily automated bidding, advanced tracking of cabin and route data, and “Dimensions” with “Actions by Dimension” for mass price updates let MG OMD optimize at scale. Results included a 17% decrease in cost per conversion, a 22% increase in revenue and a 10% increase in ROAS.

Virgin Atlantic