Case Study: Lastminute.com achieves increased marketing ROI with OpenText Big Data Analytics

Lastminute.com group Big Data Analytics as a cornerstone of the corporate mission

lastminute.com group is a leading European online travel retailer operating in 40 countries. To become the most relevant and inspiring travel company, it set a corporate mission to harness Big Data Analytics—requiring both a technical overhaul and new organizational capabilities to improve marketing effectiveness and overall innovation.

To meet this, the company created a Data Science team within Marketing Technology and partnered with Quantyca to deploy Data M.A.G.: a Google Cloud data lake combined with the Vertica analytics engine, consolidating legacy BI and enabling real-time, scalable analytics on anonymized customer data. The initiative increased marketing ROI and operational efficiency, enabled advanced attribution and automated SEM bidding, and established a data-science center of excellence that keeps the group positioned for ongoing innovation.

Lastminute.com