Case Study: U.S. Airways achieves 401% annualized ROI with Tealium

US Airways Sees Bottom Line Improvements with Tealium

US Airways, the nation’s fifth-largest domestic airline operating more than 3,100 flights daily to 198 destinations, faced a lost revenue opportunity when its marketing partner Adara required additional travel data for retargeting. The Adara tag was hard‑coded into the site, and IT couldn’t prioritize the needed changes, leaving the marketing team unable to deliver the data and monetize the program.

Using Tealium iQ, the marketing team was able to send Adara the additional data points already collected by web analytics—without altering the hard‑coded tag or waiting on IT—unlocking immediate revenue gains. Within eight months US Airways realized a 401% annualized ROI and saw average monthly commissions rise nearly 394%.

U.S. Airways

Preston Harlow

Online Strategy and Sr. Analyst at US Airways