Case Study: Global Airline Carrier improves route targeting with Syntasa propensity models

How Syntasa’s platform is enabling data scientists at a global airline to automatically ingest behavioral data and build propensity models

Syntasa partnered with a global airline company that wanted to deliver more relevant, personalized advertising to its travelers. The challenge was to build audiences of visitors most likely to purchase tickets for specific flight routes. The airline needed to unlock the value of its behavioral data from Adobe Analytics and overcome a key data issue where historical frequent flyer IDs could not be associated with online visitor data, preventing personalized targeting.

Syntasa implemented a solution by first processing the airline's historical and ongoing Adobe Analytics data. Using its ID Graph, Syntasa joined online behavior with hundreds of customer profile fields from loyalty and CRM systems. They then built propensity models to predict a traveler's likelihood to fly to specific destinations. The results enabled the airline's team to rapidly productionize these models, pushing targeted audiences into Adobe Audience Manager for retargeting campaigns and building ten additional destination models themselves.