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Sociomantic Labs and British Airways Win Performance Marketing Award for Best Use of Customer Insight

Customer-Centric Programmatic Display Strategies Recognized in UK’s Top Performance Awards

We are very excited to announce that this week we had the pleasure of taking home the Best Use of Customer Insight award with client British Airways at the 2015 Performance Marketing Awards (PMAs).

The award acknowledged how we collaborated with British Airways to build a bespoke programmatic display solution, making it possible for this leading airline to leverage real-time booking data in personalized display advertisements, ultimately enabling British Airways to use a customer-centric approach to increase cost efficiency while boosting its e-commerce sales.

We were also honored to receive high commendation for our second entry together, in the Best-Third Party Performance Marketing Innovation category. For this entry we helped British Airways use data and offers from its Holidays brand to reach qualified potential bookers with individually personalized product recommendations via programmatic display advertising.

“Sociomantic’s advanced programmatic buying strategies enabled us to use our own customer data to better tailor our display investments and to personalise our communications with our customers,” said Tom Speck, Global Display Manager for British Airways, about the cooperation that led to the award.
“By optimising each investment to the potential value of each new customer and his or her booking behavior, we saw a dramatic increase in the overall efficiency of our programmatic display spend while continuing to scale. I am very positive about the future development of the partnership between British Airways, iProspect and Sociomantic, and the possibilities of generating further incremental sales as we are now exploring deeper CRM integrations across our key markets.”


The ninth annual Performance Marketing Awards recognized and celebrated the very best in the UK’s performance marketing industry across 26 hotly contested categories. The judging panel, featuring digital experts from the likes of Arcadia, Google, Hotels.com, the IAB and GroupM, were tasked with pinpointing outstanding contributors to performance marketing across a range of categories. Entries were assessed based on their ability to meet strict criteria, including pre-sent campaign objectives, execution, return on investment, innovation and overall success.