Predictive Budget Allocation helped KLM automate cross-channel and in-flight adjustments to improve performance. [Video]

PBA dynamically steered investments towards the best-performing channels, resulting in cost efficiencies with a 10.5% decrease in overall CPA and a 26% uplift in conversion rate compared to manual optimizations. Additionally, there was a 28% decrease in prospecting CPA, which increased the effectiveness of social channels. The optimizations also resulted in a 62% lower CPM and a 15-20% increase in unique reach generated, depending on the market.