DoubleClick by GoogleDoubleClick by Google

The Goals

  • Digitalize the marketing strategy and scale up global marketing activities
  • Reduce operational costs and increase efficiency
  • Increase ROI through more personalized messages

The Approach

  • Implemented a holistic strategy across display and search
  • Integrated different data sources into one place through DoubleClick Campaign Manager and Google Analytics 360
  • Created user segments to drive personalized messages through DoubleClick Dynamic Creative and DoubleClick Bid Manager

The Results

  • Expanded activities to 16 markets without increasing the size of the team
  • 203% increase in revenues
  • 346% surge in marketing ROI
  • Decreased cost of sales by 78%


Published September 2016

Founded in 1946, Scandinavian Airlines is the largest airline in the Nordics region. While looking into smarter and more efficient ways to reach global consumers, they partnered with DoubleClick. Their goals weren't just to define and implement a data-driven approach to digital marketing, which would result in more relevant traffic and increased revenues — they also needed to scale their marketing activities from 3 to 16 markets without increasing the size of the team.

We see our partnership with DoubleClick as a logical step in our ambition to move towards a truly data-driven approach to digital marketing. DoubleClick have an impressive suite of technology platforms that can help scale our digital marketing ambitions, track and evaluate ROI and allocate the marketing budget in the optimum way.

William Reed, Acting Vice President Brand & Marketing


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