We’re pleased to wel­come another lead­ing brand into the Omni­ture Tech­nol­ogy fam­ily. Hawai­ian Air­lines is work­ing with the Adobe Online Mar­ket­ing Suite, pow­ered by Omni­ture, to col­lect real-time ana­lyt­ics data on its web­site and email mar­ket­ing chan­nel, and to test and opti­mize online con­tent for spe­cific vis­i­tor seg­ments. Cus­tomers have an increas­ing num­ber of options to book travel and travel expe­ri­ences these days so it’s impor­tant to offer a dif­fer­en­ti­ated and more valu­able expe­ri­ence online in order to remain com­pet­i­tive. Hawai­ian Air­lines is focused on mak­ing the travel pur­chas­ing expe­ri­ence much more rel­e­vant and engag­ing for its online customers.

Donna Mun, senior man­ager of pro­mo­tions for Hawai­ian Air­lines, says that real-time ana­lyt­i­cal insight is crit­i­cal for pro­vid­ing the com­pany with a holis­tic view of rev­enue across its web­site and email mar­ket­ing cam­paigns. This helps Mun and her team bet­ter under­stand how changes to online con­tent and offers may affect online book­ings and other key busi­ness objec­tives, right away. As a result, the team can cre­ate increas­ingly rel­e­vant expe­ri­ences for vis­i­tors the next time they return, while con­tin­u­ously opti­miz­ing online con­tent for the best pos­si­ble outcome.

In addi­tion, Adobe gives Hawai­ian Air­lines the abil­ity to not only mea­sure online rev­enue related to flight book­ings, but now it can also track rev­enue related to online pur­chases of air­line miles as well as ancil­lary pur­chases such as lei greet­ings, hotel pack­ages and car rentals and rev­enue gen­er­ated from mar­ket­ing emails. This can help Hawai­ian Air­lines eas­ily re-market and re-engage with cus­tomers through emails, dri­ving them back to www​.Hawai​ianAir​lines​.com .

Mun says that Adobe’s ana­lyt­ics solu­tion is so accu­rate and pow­er­ful for help­ing guide the airline’s online con­tent strat­egy that every mem­ber of the online mar­ket­ing team has become a reg­u­lar user. Hawai­ian Air­lines also plans to begin using Adobe’s online test­ing and opti­miza­tion solu­tion to auto­mate the test­ing of var­i­ous online pro­mo­tions to dif­fer­ent vis­i­tor seg­ments, depend­ing on their geo­graphic loca­tion. Its goal is to increase online con­ver­sions by deliv­er­ing more rel­e­vant offers to vis­i­tors based on where they live.

Location-specific pro­mo­tions are of course impor­tant in the travel and retail indus­tries, but what other appli­ca­tions exist for the tech­nol­ogy? We’d love to hear about your expe­ri­ences with geo-targeting content.