Many brands face challenges in viewing data in one consolidated place. With the inability to view everything in one place, high level business decisions on a brand level can be difficult, if not impossible to make.
The Aller Leisure brand faced this challenge as it comprises six independently managed travel agencies. As Aller Leisure is a data-driven company, they were collecting insight from a variety of sources in order to activate the potential of their data, such as newsletter sign ups and leads from Google Ads, YouTube, LinkedIn, Facebook advertising, and many others. Additionally, the agencies use a number of different booking systems.
Aller Leisure had identified that one of the primary drivers for their profits was reengaging already existing customers. Without consolidating their data, it would be difficult to activate these activities in an efficient way. Aller Leisure also desired to have one common data model which means that they are now able to – more easily – roll out flows, etc. across agencies and to create synergy effects.
Many processes would also be needed in order to import, transform, and clean data to be ready for utilization. The whole process had a large risk of de-synching, with many moving parts under several teams/agencies and systems. That’s when Aller Leisure and IIH Nordic paired up to audit Aller Leisure’s data sources and activation channels, discovering their KPIs and consolidating user data for Agillic.