Jet2 were wanting to merge their Jet2.com and Jet2holidays apps into one, in an effort to better serve customers and effectively cross sell to them within the app. This change however wasn’t as straightforward as it sounds and it meant that they required help from data and analytics experts to maintain tracking and reporting across both apps. That’s where we came in.
The aim of the project was to understand what the effect would be of merging both apps together and whether this would provide Jet2 with the results that they set out for. Our data whizzes began by auditing Jet2’s Google Tag Manager set up and creating tracking briefs to maintain key events.
We also enhanced their ecommerce tracking to provide them with detailed reports regarding customer behaviour and purchases. Working alongside internal teams, we assisted with the implementation of the new tracking systems, making sure everything was up and running smoothly.
Next, we needed to design detailed reports for the teams within Jet2 to be able to use themselves. We were working with a lot of data, over 500 million rows worth in fact, so we had to ensure that everything was correct. This meant working hand-in-hand with the Jet2 team and keeping in constant communication with them to ensure that everything went according to plan and they were able to understand the in’s and out’s of the data.
Thanks to our detailed reports, Jet2 have access to a range of valuable insights that allow them to continuously optimise the user experience of the Jet2 app. The team can now understand the search demand for flights and holidays and report to the business directors the value that merging the apps together brought to the business.
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