Predictive Budget Allocation helped KLM automate cross-channel and in-flight adjustments to improve performance.

About the Customer

KLM Royal Dutch Airlines, established in 1919, is the world’s oldest airline still operating under its original name, serving more than 30 million passengers annually. With innovation at the core of everything they do, KLM is committed to being a future-proof airline, continuously evolving to meet and exceed the needs and expectations of its customers.

Industry

Travel

Company Size

33,000

Objective

Managing a high number of campaigns and channels meant that the KLM team frequently had to prepare detailed budget shifts. A solution was needed that could reduce the strain on resources while helping to improve social performance across multiple channels.

Solution

Implementing PBA across channels vastly reduced the time spent analyzing data and preparing budget shifts. Two hours of analysis per week were reduced to a 15-minute cross-check of automated changes, allowing the team to spend less time monitoring impact and more time working on strategic projects

“PBA gives us the ability to globally diversify our marketing mix. Manually tracking the specific platform dynamics for the markets that we operate is not efficient for us. PBA creates the possibility to invest our time on other projects that require more strategic input.”

Joris Mulders

Global Paid Social Manager - KLM Group

Results

PBA dynamically steered investments towards the best-performing channels, resulting in cost efficiencies with a 10.5% decrease in overall CPA and a 26% uplift in conversion rate compared to manual optimizations. Additionally, there was a 28% decrease in prospecting CPA, which increased the effectiveness of social channels. The optimizations also resulted in a 62% lower CPM and a 15-20% increase in unique reach generated, depending on the market.