Case Study: Alaska Airlines lifts loyalty conversion 198% with Amperity's Customer 360
Key results
The challenge
When Alaska Airlines first partnered with Amperity in 2017, customer data lived in silos across reservation systems, loyalty platforms, and mobile apps, making a complete customer view nearly impossible. Half of passengers were not enrolled in the loyalty program, personalized communication was limited, and marketing campaigns lacked precision.
The solution
Alaska Airlines implemented Amperity's Customer 360 with machine-learning identity resolution and a flexible identity keychain, creating unified profiles across touchpoints and integrating customer data with booking systems via API. In 2025, after acquiring Hawaiian Airlines, Alaska used Amperity Bridge to integrate both airlines' data — held in Databricks and Snowflake respectively — in two days.
“Partnering with Amperity helps us unlock data to deepen personalization and become more relevant to our customers. We focus on showing our guests that we truly know them, understand their needs, and anticipate what they'll want next.”
LHLori HoDirector of Lifecycle and Growth Marketing, Alaska Airlines
The results, in context
Amperity reported that Alaska Airlines' 2017 unified-data work delivered a 198% increase in loyalty conversion rates, 61.1% higher email open rates, a 22.5% boost in click-through rates, and a 30% reduction in online advertising costs. Figures are quoted from Amperity's published Alaska Airlines customer story and dated.