The Diggintravel Podcast

In the fourth and final episode of the How Airlines Become Data Driven series, we move from analysing relationships to one of the most difficult questions in airline marketing: does marketing actually generate additional demand and bookings? Traditional attribution can show which marketing channel received credit for a conversion. But it cannot necessarily tell us whether that booking happened because of the campaign or whether the customer would have booked anyway. In this episode, I share a practical six-step framework for moving beyond attribution and correlation towards measuring the incremental impact of airline marketing. In this episode, we talk about: Why airline digital teams rarely reach the incrementality stage The difference between attribution, correlation and causation How to define the business outcome or key metric you want to influence Why airline teams need trusted, connected data before attempting advanced measurement How external factors such as capacity, pricing, seasonality and competitor activity can influence results Why clear hypotheses are the starting point for meaningful analysis How existing or deliberately created variability makes marketing impact measurable How correlation, regression analysis and experimentation can help teams test their assumptions How market matching, causal-impact analysis and GeoLift tests can estimate incremental lift Where Marketing Mix Modeling fits into the measurement toolkit Why collaboration between airline marketing teams and data scientists is critical Why marketing leaders must be willing to challenge previous decisions, learn and adjust future investments The episode is accompanied by a companion article featuring a visual six-step framework and five practical examples from airline consulting projects. These examples illustrate how airline teams can explore relationships between advertising and bookings, develop hypotheses, create test periods, compare treatment and control markets, and estimate incremental impact using different data science methods. Explaining all the technical details behind these methods is beyond the scope of one podcast. Instead, the episode focuses on the practical questions airline marketing and analytics teams need to ask, the conditions required for meaningful measurement, and the importance of building a bridge between business experts and data scientists. Whether you are evaluating an individual campaign, questioning the value of paid brand search, measuring the impact of brand advertising, or deciding how to allocate your marketing budget, the central question is the same: did your marketing create additional demand and bookings, or would they have happened anyway? RESOURCES: Read the companion article with the six-step framework, practical airline marketing analytics examples, charts, experiments and key takeaways from this episode: https://diggintravel.com/does-airline-marketing-drive-more-bookings/

This is the fourth podcast in our Airline UX Series in partnership with 815Labs! In this series, we’re speaking with top airline and travel UX leaders to uncover the secrets behind building exceptional digital experiences. This episode is a special one, recorded on the road in Belgrade with Srdjan Prokić, Head of E-Commerce at Air Serbia. Srdjan shares his journey of building Air Serbia’s mobile app from scratch and offers practical insights into mobile-first design, collaborating with UX agencies, and using user feedback to tackle complex airline challenges. From simplifying payment flows to innovative features like the histogram for flexible pricing, Srdjan provides real-world examples of how Air Serbia creates seamless mobile experiences. RESOURCES: You can find the full article with examples, key concepts, quotes, and other notes from this chat here: https://diggintravel.com/airline-ux-series-mobile-first-design/

This is the second podcast in our new Airline Leader Interview Series, where we talk with industry UX leaders about how to build a great digital experience and user experience (UX) for airlines. Together with our new podcast partner, 815Labs—experts in building top-tier airline UX—we’ve structured a series of episodes that bring together insights from leaders across various perspectives to understand what it takes to create exceptional airline UX. In this second episode Carlos Lima Santana, Senior Product Designer shared his unique views, and broad understanding in what goes into designing great airline digital experience. Carlos talked about the basic principles of UX design, why you need to cover the basic first, the balance between doing the most obvious things and innovating new, about the most important trait for a great UX designer, testing and many more. RESOURCES: You can find the full article with examples, screenshots, key concepts, quotes, and other notes from this chat here: https://diggintravel.com/airline-ux-what-sets-top-designers-apart/

Diggintravel Podcast is back for our fifth year, and we couldn't think of a better way to start the new season than with one of the top digital minds in the airline industry, Ricard Vila, Chief Digital Officer at LATAM Airlines. In this talk, Ricard explained how LATAM Airlines built a unique ecosystem to succeed and move faster in the digital world. Ricard's talk goes beyond the usual digital transformation buzzwords and narratives, delving into concrete concepts and examples--as you'll see some are quite unconventional--to illustrate how LATAM is actively re-shaping its digital culture. This was one of the most enlightening talks on our podcast, so we highly recommend it to anyone interested in understanding how airline digital transformation unfolds. RESOURCES: You can find the full article with examples, screenshots, key concepts, quotes, and other notes from this chat here: https://diggintravel.com/airline-digital-culture-latam-airlines/

For all you digital professionals who want to learn how the best airlines are mastering analytics and doing so at scale, this Diggintravel Podcast episode is a must-listen. Today, we bring you another insightful case study: the Lufthansa Group and their Digital Hangar’s journey from web and CRO analytics to airline product analytics. Laura J. Hornbake, Product Analytics Community of Practice Lead at Lufthansa Group Digital Hangar, talked about their shift towards a decentralized model and the establishment of a digital analytics community of practice, highlighting how some of the most innovative airlines are revolutionizing the use of analytics to build better products more efficiently and on a larger scale. And naturally, our discussion wouldn’t be complete without delving into personalization and AI. RESOURCES: You can find the full article with examples, screenshots, key concepts, quotes, and other notes from this chat here: https://diggintravel.com/lufthansas-group-evolution-to-airline-product-analytics/You can find how airline marketers can build relevant, timely, trustworthy customer experiences on autopilot with AI here: https://useinsider.com/sirius-ai-generative-ai-solution-for-customer-experience/

Marketing and marketing technology are changing fast! With constant changes and mounting pressure on airlines to stay on top, we've decided to help you navigate these shifts with a special two-part podcast series. Today, in Part II, join us and founder and editor of Martech Weekly Juan Mendoza as we explore the state of digital analytics and how analytics and measuring measuring marketing effectiveness will change in the future. And why we need to get back to basics and find alternative approach to when it comes to measuring how you airline digital marketing campaigns perform and which channels and initiative really generate incremental growth and bookings. RESOURCES: You can find the full article with examples, screenshots, key concepts, quotes, and other notes from this chat here: https://diggintravel.com/airline-marketing-digital-analytics-marketing-effectiveness//You can find how airline marketers can build relevant, timely, trustworthy customer experiences on autopilot with AI here: https://useinsider.com/sirius-ai-generative-ai-solution-for-customer-experience/

Artificial intelligence is developing so fast that we just had to share this!A few months ago, ChatGPT was an interesting new gadget; now, AI is revolutionizing how we approach airline digital marketing.AI tools can now analyze your websites and campaign landing pages. Even more impressively, they can evaluate images like your airline ads and creatives.In our latest episode we provide you these and many other cases of practical AI applications for your daily work.You'll also find examples of how Lufthansa and Eurowings Digital are pioneering with internal AI tools for smarter operations and enhanced customer insights. RESOURCES: You can find the full article with key key concepts, quotes, and other notes from this chat here: https://diggintravel.com/the-latest-airline-ai-news-airline-marketing/You can find how airline marketers can build relevant, timely, trustworthy customer experiences on autopilot with AI here: https://useinsider.com/sirius-ai-generative-ai-solution-for-customer-experience/

We went back to our roots with this podcast! Diggintravel was crafted with a single mission in mind – to serve up practical insights tailor-made for you, the airline digital professional. In this episode - talk with Joonas Leppävuori, Digital Product Manager at Finnair - we discussed in detail how Jonas and his team are doing booking funnel optimization. Joonas explained how they optimized all key pages of their booking flow (flight results page, passenger info page, seat selection page). If you are an airline digital pro working on increasing the conversion of your website or APP you'll like this episode. You can find the full article with key key concepts, quotes, and other notes from this chat with Joonas here: https://diggintravel.com/airline-booking-funnel-optimization-finnair/