Building on its earlier Siebel Loyalty success, Alaska Airlines partnered with Loyalty Methods once more to implement a state of the art marketing and campaign management system based on Siebel Marketing and Oracle Business Intelligence Enterprise Edition (OBIEE) platform.

The project was another home run and major milestone for a combined Loyalty Methods/Alaska Airlines team which has proven its delivery capabilities and creativity time and again.

Some of the key benefits allowed Alaska Airlines to:

• Consolidate its target audiences into a single customer master data mart which was then used to feed marketing campaigns.
• Perform advanced segmentation and list generation on millions of records with the ability to do ad-hoc queries on various customer and related transaction attributes.
• Utilize Siebel calendar and scheduling functionality to build fully automated event-triggered e-mail campaigns.
• Move to a familiar and well organized UI for managing marketing campaigns and programs.
• Integrate with TIBCO-based services to enable automatic generation of discount codes which are then embedded inside individual e-mails to customers.
• Provide end-to-end integration with the e-mail vendor WhatCounts to support list uploads from Siebel-managed campaigns.
• Provide end-to-end integration with Omniture to support enhanced reporting capabilities.
• Co-ordinate Loyalty Promotions and Marketing Campaigns to execute a timely, focused and profitable marketing strategy.

The investment started paying off within hours of the launch and has been enormously successful as both a business idea and a technical implementation. It is not with every system that revenue generation and ROI are so quickly observable. However, thanks to the close integration with electronic discount certificate generation and tracking systems it was nothing short of spectacular to watch this project come to life.