Alaska Airlines utilizes Google Analytics for multi-touch and data-driven attribution, integrating media mix modeling (MMM) and other methodologies for comprehensive measurement. Owen Bickford, the paid performance media director, emphasizes that relying on only one attribution method is not feasible. Alaska Airlines tests Meridian, Google's open-source MMM product, in partnership with Adswerve to improve its customer analytics. Results indicate that new media channels, like CTV and out-of-home, can be illuminated through MMM, especially as the airline expands its services in Asia, Europe, and aligns with Hawaiian Airlines.
Alaska Airlines uses Google Analytics for multi-touch and data-driven attribution along with media mix modeling (MMM) to assess marketing effectiveness.
Owen Bickford stated, "...you have to run the gamut of all these other ones as well" to achieve a comprehensive marketing measurement strategy.
Meridian, Google's open-source MMM product, provided promising results for Alaska Airlines, helping to allocate budgets effectively across media channels.
Alaska Airlines is expanding into new markets, enhancing its marketing efforts to reach a broader audience globally.
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