Here's some snippets from a recent econometrics piece for an airline operator. The operator has struggled for a number of reasons (internal and external). Now wanted to show more accountability for it's marketing spend.

1. Measuring the Social
Voice of the Customer
(Earned Media)
Econometrics Approach

2. Client Situation
1) Low cost airline has found it’s profitability squeezed in the last year.
2) Media spending has increased threefold – There is a need for accurate measurement and accountability. Up to now,
everything has been based on “gut feel”.
3) Online customer experience reviews on SKYTRAX are becoming increasingly important – can we measure the impact they
have on flight bookings?
4) Key question: how can we optimise media spending to ensure it is geared for bottom-line growth.
1) Undertake Econometric analysis to quantify the impact of key business growth drivers including media and marketing.
2) Measure the impact of social/online customer reviews on flight bookings.
3) Assess the relationship between media spending and business constraints such as seat availability (Passenger Load Factor)
4) Optimise spending such that we can reallocate media investments to drive future growth in flight bookings.
Our Approach

3. Developing the airline brand Semantic Engagement
Index SEITM
SKYTRAX is an online
airline quality review site
Mine social media
conversations and online
customer reviews
Apply our Linguistics
approach to textual corpus
Distil what is important
based on engagement
scoring
Develop a trended SEI metric for
the airline brand.
Score Themes and Topics
Value
Overhead
lockers
Food Leg room Friendly
Staff
Knowledge Found
Resolution
Quality Baggage
Allowance
Inflight
Experience
Customer
Service

4. Environment
SEI scored Topics
SEI Themes
Consumer Experience and
Engagement
Offline Media
Digital Media
TV
Radio
Outdoor
Print
Digital display network
Digital display premium
Display Retargeting
Paid Search branded
Paid Search generic
Seasonality
Macro economic
Retail
Number of routes added
Passenger load factor
Flight Prices
SEO - Website
Net
Flight
Bookings
The impact of media on sales is
‘amplified’ via earned social media.
Modelling the Earned
Media Impact on
Sales Value
Overhead
lockers
Food Leg room Friendly
Staff
Knowledge Found
Resolution
Quality Baggage
Allowance
Inflight
Experience
Customer
Service

5. 37% of bookings driven
by:
 Macro-factors
 Flight Prices
 Seasonality
 JetFuel Prices
 Exchange Rates
 Ashcloud
 Olympics
Incremental Media Contributions
Digital Media is the dominant driver of this
airlines’s business, although it previously didn’t
know how important it really was.
Passenger Load Factor (3%)
Number of routes added (8%)
Baseline
Sales 37%
Media
Contribution
52%
Generic Paid Search (0.3 %)
Digital Premium Display (2.4 %)
Generic Paid Search (6.0 %)
TV (7.2 %)
Digital Display Retargeting (7.2 %)
Digital Video on Demand (3.6%)
Google Trends, Digital Trends, SEO (8.4%)
Branded Digital Paid Search (0.3 %)
The media contributions include within them the
amplification effect through earned media
customer comments taken from facebook, twitter
and SKYTRAX. We estimate this Amplified impact
to stand at around 19% (see next slide)

6. Media Channel
Current Spend
(Last 12 months)
Modelled
TOTAL
Revenue
Contribution
(last 12
months)
Direct
ROI Per
£1 Spent
ROI Per £1
Spent with
SEI
Amplified
Earned
Media
Amplifica
tion
Effect
(SEI) F - E
%
Amplifica
tion
(G/E)
SEI
Amplificatio
n Revenue
Impact
Direct
Revenue
Impact
Generic Digital Paid Search £2,173,913 £350,000 £0.11 £0.16 £0.05 29% £102,000 £248,000
Digital Premium Display £10,869,565 £3,280,000 £0.29 £0.30 £0.01 3% £97,187 £3,182,813
Digital Display Network £8,695,652 £8,200,000 £0.87 £0.94 £0.08 8% £669,224 £7,530,776
TV £8,695,652 £9,840,000 £0.87 £1.13 £0.26 23% £2,252,344 £7,587,656
Digital Display Retargetting £6,521,739 £9,840,000 £1.32 £1.51 £0.19 12% £1,218,670 £8,621,330
Digital Video on Demand £2,173,913 £4,920,000 £2.00 £2.26 £0.26 11% £561,381 £4,358,619
Google Trends, Digital Website SEO £4,347,826 £11,480,000 £2.41 £2.64 £0.23 9% £1,000,853 £10,479,147
Branded Digital Paid Search £2,173,913 £22,960,000 £7.01 £10.56 £3.55 34% £7,724,211 £15,235,789
Total £45,652,174 £70,870,000 £1.55 £1.85 £0.30 £13,625,870 £57,244,130
Marketing ROI per Pound spent: Earned Social
amplifies overall media ROI by +19%
Total amplified impact from SEI

7. Marketing ROI per Pound spent

8. Full Marketing Spend Optimisation
Spending optimization finds +4% more revenue by reallocating the current
£45.6M budget towards more branded paid search.
£45,652174 £45,652174

9. 9
FlightBookings
FlightBookings
FlightBookings
+31%
Lift
+51%
Lift
+65%
Lift
+38%
Lift
Driving Growth via Integrated Media Measurement
The marketing mix is
like a symphony
generating more than
the sum of its parts

10. Earned Social Media Content Drivers
(19% Amplification)
Bookings
Inflight experience
content drivers made
the largest
contribution to flight
bookings.

11. What did the client do as a result of this insight?
Media & Business Planning Changes
 Re-allocated planned marketing spend towards more effective channels.
 Integrated campaign execution as per media synergies.
 Message refinement: focusing on comfort (leg room) and food (end of no
frills) on effective channels with social platforms.
Other Operational Changes
 Change of policy on baggage allowance (increased from 15kg to 22Kg per
customer one way per bag – up to 3 bags max)
 Review in flight cabin crew training procedures

12. About Us
The Semantic Engagement Index SEITM is a product of Stance-Shift AnalysisTM*. Published and peer
reviewed, Stance Shift AnalysisTM reveals what really matters to the consumer. This is the underpinning of
our approach. Stance-Shift measures consumers’ verbal shifts in positioning as they talk, where the “shift”
infers a landmark change in emotion, intensity, appraisal and commitment towards a subject (brand,
topic, campaign or concept)
This approach enables us to solve for what others miss: Size, Trend and New Concepts.
Two levels of scoring:
1) Emotion and Commitment is understood through engagement scoring – far superior to simple
words/comment frequency.
2) Graded tonality scoring (the + and -) to understand negative and positive sentiment.
The Semantic Engagement Index SEI
TM
integrates our Stance Shift measurement engine to power
consumer insights and advanced analytical modeling.
Using Stance Shift AnalysisTM for consumer insights
and modelling
Stance Analysis: Social cues and attitudes in online interaction, Mason, et al, Linguistic Insights

13. Fusing SEITM based language
measurement with
advanced analytics to
understand competitive
brand positioning, content
drivers and reputation.
Using known tools to listen
and monitor high level
consumer conversations.
Measure language based
on engagement and
importance through the
Semantic Engagement
Index (SEITM).
Listening,
Monitoring and
basic Sentiment
Measuring
Language for
brand insights
Social
Media Advanced
Analytics
Earned Media
linkage to sales
Applying a trended SEITM
within Media Mix
Modelling to monetise
Social Voice of the
Customer (earned social
media) alongside all other
media and quantify any
synergistic effects.
Extend the Value of Social Media Insights
BLA Social Insights, Analytics and Sales Linkage Framework

14. Michael Wolfe
CEO
Bottom Line Analytics
E: mjw@bottomlineanalytics.com
M: (770).485.0270
www.bottomlineanalytics.com
Masood Akhtar
Managing Partner, (EMEA)
Bottom Line Analytics
E: ma@bottomlineanalytics.com
M: +44 7970 789 663
www.bottomlineanalytics.com