Aeroméxico optimizes its digital campaigns with data and machine learning
Aeroméxico set out to increase occupancy on all its routes, and the manual management of its digital marketing campaigns was an obstacle. On Google Cloud we built a data platform that automates the extraction and cross-referencing of information, and machine learning models that segment by occupancy risk and adjust each campaign. The results were measured from the first month.
- Client
- Aeroméxico
- Sector
- Airlines
- Country
- Mexico
- Project
- Analytics and machine learning for digital marketing campaigns
- Technologies
- BigQuery · Looker · Google Cloud
In numbers
- 35.3x
return on advertising spend (ROAS)
- +146%
in campaign conversion rate
- +USD 170,000
in additional revenue in the first month
- 60%
increase in the team's operational efficiency
In short
Aeroméxico, Mexico's leading airline, connects more than 21 million passengers a year to 89 destinations around the world, with a fleet of more than 144 aircraft and 518 daily flights. Since 2019 it has turned its data into information to offer safe, comfortable and efficient travel, with value for passengers and for the business.
Its goal was to fill every seat. That required digital marketing campaigns managed precisely and on time, something manual operation did not allow. Amarello, with Google Cloud technology, implemented data-driven campaign management.
01 · The problem
Higher occupancy on every route, with campaigns managed by hand
Increasing occupancy on all routes depended on the effectiveness of the digital marketing campaigns.
- 01
A universe of combinations
Each route has its own needs and each passenger their own expectations. Aligning both in every campaign, on time, is beyond what a team can do by hand.
- 02
Manual operation as a brake
Managing campaigns manually limited the speed to create, adjust and optimize strategies by route.
- 03
Scattered data
Route performance, advertising platforms and third-party data lived in different systems. Without integrating them, decisions could not be made with fresh information.
02 · How we solved it
Integrated data, automated decisions and machine learning by risk level
We implemented data driven decision making for campaign management, with business rules as the priority and data as the raw material.
- 1
A governed data foundation on Google Cloud
Prioritizing security and governance, we made the data available on Google Cloud with controlled access and consistent naming through a landing zone. On that foundation we automated the extraction, transformation and cross-referencing of data, integrated in BigQuery as the data warehouse.
This made it possible to visualize the performance of each route in real time and identify opportunities to create and optimize revenue management strategies based on occupancy risk.
- 2
Connections to external platforms and analysis in Looker
We automated connections with external platforms and incorporated third-party data to enrich campaign personalization across all channels. With Looker, the team analyzes trends and compares the KPIs of each campaign and of the routes considered at risk.
- 3
Machine learning to segment by risk
With machine learning, Aeroméxico achieves more precise risk segmentation: it optimizes digital campaigns, allocates resources more efficiently and shows each passenger the most attractive options according to their preferences and travel behavior. It generates dynamic creatives and adjusts the intensity of the strategy according to each route's risk level.
03 · The benefit for the client
Results measured from the first month
The metrics of this case are transparent: conversion rate, return on advertising spend and additional revenue.
Higher conversion
- High-precision risk segmentation raised the campaigns' conversion rate by 146% at the time the case was documented.
A 35.3x ROAS
- For every peso invested in advertising, 35.3 pesos in return.
Additional revenue
- The increase in occupancy translated into more than USD 170,000 in additional revenue in the first month.
A more efficient team
- The effective use of AI increased operational efficiency by 60%: faster, more precise decisions in response to market changes.
In the client's words
At Aeromexico we celebrate the success of this project that puts the customer at the center. We developed an innovative solution with scalable and automatic infrastructure, connecting business information to different tools. AI has allowed us to optimize resources and seek incrementality. At Aeromexico, we are convinced that the future of marketing lies in innovation and technology.
Related solutions
See all case studies- Custom engineeringWe build agents, modernize applications and integrate data and systems. We work with you to decide what to build and which existing tools to use.See how we work on it
- Cloud, data and governanceWe design, migrate and operate infrastructure and data platforms. We assess architecture, security, continuity and costs against the project's needs.See how we work on it
Do your campaigns or commercial decisions depend on data that is not integrated?
Tell us what you want to optimize and which systems your team uses. We define an initial scope with you.