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Online pitches made just for you

March 07, 2008 | Internet Marketing

Alaska Airlines is embarking on a new Web marketing program in which it serves up ads to potential customers based on their browsing and purchasing behavior, offering different fares based on a user's perceived level of price consciousness.

Alaska Airlines is introducing a system on the Internet to create unique advertisements for people as they surf the Web. The company is combining data from several sources to paint a picture of the consumer sitting on the other side of the screen, clicking past the airline’s ads. Then, as each Web page loads, an ad is swiftly assembled.

“What’s the right one to show you? The permutations are just enormous,” said Marston Gould, director of customer relationship management and online marketing for Alaska Airlines.

Alaska Airlines is looking at a range of information to select ads for each Web surfer, including the person’s geographic location, the number of times that person has seen an Alaska Airlines ad and whether the person visited the company’s Web site. Other considerations are the person’s purchase history with the airline and his or her experience with lost bags, delays and flight cancellations.

Get the full story at The New York Times

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