Activation and the laws of Paid Growth
Applying science and data to drive sustainable Paid Growth in Skyscanner Growth

By Ilana Munckton
An obsession with data-driven experimentation is a key part of how we drive growth at Skyscanner. And the same is true for paid acquisition. It’s absolutely crucial to validate our decisions around budget investment in our quest for sustainable growth. But how do we balance scientific principles with digital media best practice? What’s the difference between experimentation, uncontrolled testing, and down and dirty optimisation?
This presentation was originally given at the International Growth Marketing Summit. In it I share some real life examples of how Skyscanner’s Paid Growth squad use data and science to inform our acquisition strategy.
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About the author
Hi, my name is Ilana Munckton and I’m a Director of Growth here at Skyscanner. I lead a global team of growth marketing specialists in my role as Product Owner for Paid Growth, with responsibility for paid acquisition in over 35 markets worldwide.
I have more than ten years of experience in online advertising and growth marketing. Before joining Skyscanner, I helped clients create award-winning digital media strategies with agencies in New York, London and Edinburgh.

