Fiona Blades and Caroline Smiley, Delta Airlines, sharing how the Marketing Impact Score generates more money for Delta Air Lines at ESOMAR Big Data World
MESH’s Real-time Experience Tracking (RET) isolated the experiences the Delta marketing team was responsible for from all others to create a metric, which takes out all the other “noise”. This showed that if higher spend increased reach, the score would rise. If spend didn’t increase yet communication was more engaging, this would also lift the score.
The Marketing Impact Score was embedded into a modelling project that demonstrated marketing had significantly contributed to Delta revenue.