Etihad Airways: Meta-dynamic automation

ETIHAD, the airline, streamlined its formerly highly complex annual sale advertising across global markets with the Advanced Dynamic Engine (ADE) marketing automation tool.

Campaign details

Brand: Etihad AirwaysBrand owner: Etihad AirwaysEntrant company: Crossmedia, DüsseldorfMarket: GlobalSector: AirlinesMedia channels: Programmatic display, Social mediaBudget: 500k - 1 million

Executive summary

The Advanced Dynamic Engine (ADE) took marketing automation in display and paid social to the next level, coordinating and controlling all campaign-relevant data flows and automatically generating dynamic audience segments based on input parameters. The tool then automatically created the perfect matching dynamic creative permutation relevant for each of those dynamic audience segments. This meta-dynamic approach produced unparalleled efficiencies.

The ADE was developed...

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