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Aug 18, 2021

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Analytics and the Consumer Journey: with Derek Liddy

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“One of the reasons I love digital marketing is that left side/right side of the brain thinking. And sometimes you just need to almost step back from the numbers to try and understand what you're actually seeing.” Derek Liddy, Aer Lingus

In this interview with Derek Liddy, head of Digital Marketing at Aer Lingus, he chats with Cathal Melinn and gives some real-life industry insights into how (and why) analytics are really utilized.

Subjects they cover included their dynamic ads that use AI and realtime info to create a personalized ad on the fly, load factor, Net Promoter Score (NPS), and Voice of the Customer, 

He gives his thoughts on how a good digital marketer needs to be analytical, in what ways and with the right measure.

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Analytics and the Consumer Journey in the Airline sector

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