We knew travellers were purchasing tickets - before arriving at the airport wanting to add baggage, food and seats. In an effort to reduce hassle and encourage uptake of these ancillary products in advance of traveling to the airport, we recognised the opportunity in harnessing data to change the nature of our media targeting.

The idea was to be more meaningful in our communications with potential and current passengers, by understanding and shaping content to fit the context of the interaction. All the while recognizing that for a low-cost carrier to thrive in this challenging environment, it needs to find the most valuable and profitable passengers - at a lower cost than its competitors.

The first step was an extensive technical consultation process with Jetstar in order to identify gaps within their technology stack, and find a solution to make the business truly customer centric.

With our proprietary data further supplementing and informing audience creation and insights in real-time with interest, demographic, behavioural, and a host of other data types we were able to aggregate over 700 million unique, people-based profiles in Asia Pacific alone.

Our proprietary DMP technology not only informs and enriches Jetstar's audience creation process, it also connects into the largest DSPs for a complete view of the digital marketplace. By activating created audiences across multiple exchanges at once, it allows for consistent optimisation across media platforms, including walled gardens, and even during campaign flights.

Now, with both BlueKai and our DMP technology informing and enriching audience creation and activation, Jetstar was able to ingest its own data, layer on our proprietary data to enrich audience creation and insights in real-time, and rapidly connect to those audiences across all addressable media channels, all in one single interface.

As a brand, it's easy to say that you put your customers at the centre of everything you do, but Jetstar walks the talk, we were able to use data and technology to put our words into action. By creating a data rich overview of our consumers at scale, we were able to be truly meaningful in our communications. Furthermore, we were able to generate lookalike audiences of our most valuable customers to bring new flyers into the Jetstar family.

Using a data driven approach means that customers saw helpful and relevant media messages from Jetstar, and we were able to prospect potential flyers with data driven messages to resonate more effectively.

All of this resulted in an 18% reduction in Customer Acquisition Cost, a 46% improvement in Media Effectiveness, and perhaps most importantly - incremental revenue gains of over 2 million US Dollars.