Case Study: Royal Brunei Airlines boosts conversions with Merkle Singapore’s predictive audience intelligence

Royal Brunei Airlines boosts CTR 37% with Merkle

Royal Brunei Airlines faced the challenge of gaining a unified view of traveler behavior to inspire bookings, as their data was spread across disparate digital platforms in a competitive aviation market. They partnered with the CXM agency Merkle Singapore, which leveraged Google technologies, to build a future-ready data architecture for smarter insights.

Merkle Singapore implemented a privacy-safe tracking framework using Google Tag Manager and Enhanced Conversions, then activated Google Analytics 4 Predictive Audiences. This solution used machine learning to identify users most likely to convert, integrating these predictive segments into Google Ads. The outcomes for Royal Brunei Airlines included a 5.87% conversion rate, a 37% higher click-through rate, and the lowest cost per conversion across all tested audiences.

Royal Brunei Airlines