Royal Brunei Airlines Quote
- Quote
- "Partnering with Merkle Singapore transformed how we understand customer journeys. With predictive audiences, we're not just reaching travelers—we're anticipating their needs and staying agile in the market."
-
5.87%
conversion rate -
37%
higher click-through rates (CTR)
The challenge
In the competitive world of digital aviation marketing, every click tells a story, but only if one can connect the dots. With data spread across platforms, Royal Brunei Airlines set out to gain a unified view of what truly inspired travelers to book and fly.
The approach
Building the framework for smarter insights
Merkle Singapore developed a future-ready data architecture, powered by Google, to deliver precision tracking, smarter attribution, and predictive audience intelligence across platforms. Google Tag Manager (GTM) and Enhanced Conversions ensured that Royal Brunei Airlines’ audience could be consistently recognised across sessions and devices while maintaining data privacy. In other words, ads could now reach the right people, for the right reasons, with data privacy intact.
Turning data into direction with predictive audiences
With the tracking framework in place, Merkle Singapore activated Google Analytics 4 (GA4) Predictive Audiences, using machine learning to identify users most likely to convert, and integrate these audiences directly into Google Ads campaigns.
The outcome
The Google Analytics 4 (GA4) Predictive Audiences outperformed traditional audience segments, achieving a 5.87% conversion rate, 37% higher click-through rates (CTR), and the lowest cost per conversion for the airlines across all audiences tested.
