Online Optimalisation at KLM

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• Online Optimalisation at KLM

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Agenda

• Introduction to KLMs (E-) Business
• Adserving
• The Challenge
• The Solution
• The Results
• The Future
• The Learnings

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• Introduction to KLMs
• (e-) Business

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Air France KLM group

• Numbers (2007/2008 last full year)
• Revenues 24,1 billion
• Nett income 913 million
• Employees 102.000
• Other 75 million passengers, 600 aircraft, 316
  destinations, 2370 daily flights
• Distribution model

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Direct online the preferred channel

• Reasons for .com as preferred channel
• process efficiencies (compared to airport, call
  centre, etc)
• lower distribution costs
• ability to build a relationship with the customer
  by offering relevant products and services
• opportunity to sell additional products
  ancillary products
• But how to get our customers to AF.com and
  KLM.com?
• Acquisition!

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E-acquisition driving passengers to our websites

• Traffic/sales for .com generated through 5 main
  channels

MetaSearch
E-mail
Banners
Affiliates
Search Engines
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AF.com and KLM.com in numbers
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• The Challenge

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Challenge (further) optimize ROMI

• E-acquisition policy attracting customers via
  most cost effective online distribution channels
• Complexity
• 40 countries
• 5 structural channels
• Channels treated and measured as silos
• Various suppliers and networks within channels
• Tagging issues online affect OPEX
• Outside developments deaccelarated growth in
  online travel industry, increasing media costs
• Need for better technology, measurement data
  managing opportunity as well as complexity !

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• The Solution

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Management per Channel reached its limits
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Dart Floodlight facilitates our solution
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• The Results

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Results 08/09
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Insights from Display analysis
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• The Future

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Next Steps

• Attribution ModelCross Media Insights

• Allign with AF for comparison and benchmarking
  per channel and country

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• The Learnings

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Learnings

• A smooth implementation and successful operation
  requires
• Presence of a clear business owner
• A dedicated IT project manager
• Simple but solid business cases
• Organizational resources to work with the tool
• Training/teaching the business users.