5. Digital Strategy
4 drivers to achieve the goals
#DISCOVERALITALIA
Search
& Plan
Buy
Create intimacy &
loyalty by engaging
customers
in a seamless
relationship
along the entire
journey
Prepare
Experience
(flight &
around)
Share
Connect
Inspire
Increase customer retention
• Design customized contents, optimize 1:1 emailing and deploy real time marketing to
segment and target customers to increase visit frequency and purchase
Increase and enrich the customer base
• Increase marketing investment to broaden reach especially abroad
• Increase and optimize customer data collection (Newsletter enrollment, Social login, etc.)
Leverage contestualization & relevancy through data
• Focus on MilleMiglia and personal profile to deliver cross channel seamless offers and
experience.
• Exploit new target groups and new digital marketplaces
Improve cx, customer service & satisfaction
• Enhance the digital experience obsessively improving the UX and enlarging the self
services tools
• Deliver a cross channel 24/7 seamless customer support.
• Proactive outbound service recovery
6. Digital Opportunity
Right price, right customer, right time
#DISCOVERALITALIA
+ 83 destinations = 6’888 city-pairs
+ 18 booking classes
+ 40 fares for each city-pair
+ different booking factor of specific flight/date
= millions of prices
mw we
J
E
D
Y
B
P
I
H
M
A
P
A
K 749€ 779€
V 649€ 679€
T 569€ 599€
N 529€ 559€
S 489€ 519€
X 449€ 479€
1.967€
1.929€
1.608€
1.379€
1.079€
800€
4.820€
3.701€
3.014€
2.379€
2.198€
1.989€
11. Mash the ingredients, industrially
#DISCOVERALITALIA
AdvertData Contextual
picture
Contextual
message & price
Millions dynamically created and served per month
13. Results
#DISCOVERALITALIA
• Time To Market on new campaigns
down from 2 days to 2 hours
• Full compliance to national trade
regulations, showing real fares
• +11% Click Through Rate*
• +22% Conversion Rate*
* vs. standard “static” banner, without price
