To support their quarterly Market Mix Modelling (MMM) and navigate complex data requirements, SAS was looking for a reliable, day-to-day source of truth. Enter: Alvie. By leveraging Alvie's attribution, and transitioning to a holistic roll-up property, the airline successfully gained clarity on their app and web performance, and began optimising their cross-channel investments.
The ongoing collaboration with SAS focuses on data and attribution to support their existing Market Mix Modelling (MMM) solution. While the quarterly MMM accounts for macro trends like cancellations and currency rates, SAS lacked a responsive, short-term measurement framework that could guide their budget optimisations on a daily, weekly and monthly level. And just like that, Alvie became the perfect addition to their MMM studies.
With Alvie, SAS established a robust attribution framework that serves as their operational source of truth. A major breakthrough was transitioning from a purely web-based GA4 setup to a comprehensive roll-up property.
This new holistic approach integrates data across the web, iOS, and Android apps, allowing SAS to accurately track user behaviour. This is crucial, as web traffic is typically used for ticket purchases, while the app is primarily used for ancillary sales like priority passes and add-ons. Both are very important to SAS' bottom line.
To truly understand performance and prove causal business growth, SAS has moved beyond single-source reporting toward a Triangulation Strategy. This framework balances three distinct measurement lenses to ensure marketing spend is both efficient and incremental:
By bridging the gap between quarterly reports and daily media operations, this three-pronged approach ensures that SAS captures the true profitability of every channel while continuously calibrating their bidding models based on experimental ground truth.
By implementing Alvie as their day-to-day source of truth, SAS successfully bridged the gap between their quarterly MMM reports and daily media operations. The transition to a cross-platform roll-up property ensures that they capture the true profitability of channels across both web and app environments. With a clear view of their Return on Ad Spend (ROAS) and conversion rates, SAS is fully equipped to navigate industry shifts and optimise their media mix effectively.
