For British Airways, affiliate optimization had plenty of runway for improvement. Client success story. British Airways is one of the most recognized global airline brands. Their online marketing strategy with affiliate and meta search partners is pivotal to their growth. With 5 networks across 20+ countries, British Airways had developed a program that sustained strong yearly growth but it had become complex, fragmented and difficult to understand performance across each region/network. They were unable to manipulate the wide level of granular data they were capturing, and incorporate this into their overall channel strategy. The set up. As British Airways looked to all acquisition channels to support commercial needs, the need to harness the affiliate channel to support specific

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