The Brief
Cathay Pacific faced rising CPA and underutilized first-party data. The brand needed a predictive targeting solution to improve efficiency and optimize spend.
Involvement
The Strategy
We activated Cathay’s first-party and CRM data to train a machine learning model using DSP impression-level and conversion data. Each user was scored for booking likelihood, enabling higher bids for high-intent travellers and reduced spend on low-value impressions. Success was reframed from lowering CPA to maximizing booked journeys per dollar spent.
The Execution
The model integrated directly with the DSP for real-time bidding. Analysts refined audience segments and creative sequencing across the funnel with personalized messaging aligned to booking probability. Regular workshops ensured AI-driven decisions matched business goals.
