How to do and measure digital marketing on a large scale [AirAsia case study]

"Half the money I spend on advertising is wasted; the trouble is I don't know which half."

This is a quote you probably heard many times, right?

I talked about how to figure that out with Ravi Shankar, Global Head of Digital Marketing and Analytics at AirAsia who is one of the brightest minds in airline digital space.

We talked about AirAsia digital marketing, how they measure it, how they organize their team, what they insource, how they use data, how they chose which digital channels they will be on….
Ravi also talked about the transformation journey AirAsia is on – from selling flights only to becoming an OTA, a tech company and how this will change the way his digital marketing team will work in the future.

You can find the link to the full article with a lot of additional resources here:


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