At airBaltic, evidence-based marketing takes flight with Google Data Studio
Case Study

At airBaltic, evidence-based marketing takes flight with Google Data Studio

Insights-driven decisions from the top

Air travel might be getting easier, but for the companies that carry us from where we are to where we are going, there is an amazing amount of complexity at work — and they need insights to make critical decisions. For airBaltic, a regional airline based in Latvia, recognizing that its digital information was siloed in separate proprietary systems like booking platforms and revenue management tools pushed the company to reshape its analytics strategy.

airBaltic already used Google Analytics 360 to measure the effectiveness of its marketing campaigns, but the company wanted to streamline all of its different data sources across Google and internal systems. Thanks to Google Data Studio, teams across airBaltic were able to do just that, easily visualizing insights to consistently make smarter decisions.

Data Studio has helped airBaltic undergo a digital revolution.

Maris Rudens, Head of Digital Marketing, airBaltic

Before airBaltic started using Data Studio, its employees spent a substantial amount of time and investment generating reports from different systems. Once they had the information, sharing it across teams and third-party agencies was a headache, too.

As champions of insights-driven marketing, the executives at airBaltic knew that something had to change. Since they’d already invested in Google Ads, adding Data Studio to their suite of marketing tools was a no-brainer. It allowed the airline to make the most of the information it already had.

Through Data Studio, airBaltic was able to set up a single “source of truth” dashboard that could be used securely by both internal teams and external partners. Data Studio let everyone align on the same KPIs, goals, and definitions. Plus, employees saved time and eliminated the need for manual pulls, aggregation, and visualization thanks to Data Studio’s automated reporting.

A reporting revolution

Data Studio, which turns raw information into useful reports and dashboards, transformed the way airBaltic does business. “Data Studio is very convenient. It helps us understand data with much less effort, and it’s taken months off our data analytics processes,” said Maris Rudens, the head of digital marketing and loyalty at airBaltic.

In fact, now the team has expanded to 25 unique custom views with 35 different pages and reports, and they’re continuing to find and add new use cases. For example, the best-practices report in their Google Ads account allows the team to easily identify gaps or inconsistencies, such as missing ad extensions in large-scale Google Ads accounts.

Finding results

As the number of Data Studio dashboards and reports has grown, more employees have gained data expertise. As head of digital marketing, Rudens has served as an evangelist, bringing insights-driven marketing to over five teams, including eCommerce, Top Management, and external agency teams. This enabled airBaltic to make better marketing decisions faster.

The company has raised brand awareness in important submarkets, generating incremental revenue without a huge investment. Using the Data Studio dashboard for Google Ads sales, the team has seen a staggering 125% increase in sales. With more insights and more employees digging into its data, airBaltic is getting better results every day.

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