GoalsWizz Air is the largest Central and Eastern European low-cost airline with over 500 routes from 25 regional bases. As a value-driven airline, it focuses on innovation all along the customer journey. Its goal is to provide affordable services with great user experience for its passengers. To successfully represent these core values, such as innovation and optimized user experience, it is critical for the company to understand its customers’ needs by analyzing relevant data and providing personalized interactions based on the insights gained. One of the customized experiences that Wizz Air offers is the personalized recommendation of ancillary products, such as seats and priority boarding.
ChallengeWizz Air was carrying out non-personalized email campaigns prior to departure. The performance of these campaigns was below expectations and Wizz Air was looking for a way to improve the email campaigns with personalized messages and recommendations. Wizz Air was also using the Google Analytics 360 Suite to record user interactions on its online platforms but they had not yet made use of the stored data. The challenge, thus, was fourfold:
- Extract useful features from Google Analytics 360.
- Segment customers to obtain targetable groups.
- Recommend relevant ancillaries to relevant customers.
- Demonstrate the improvement of personalized messages ensuring the performance was AB tested.