McKinsey hires SkaiBlu for digital benchmark study

SkaiBlu has been engaged by McKinsey to conduct a digital airline score (DAS) analysis involving selected US carriers for an industry benchmark study. The DAS methodology was created by SkaiBlu and comprehensively assesses an airline’s competitiveness in key digital areas. From digital platforms, online data privacy, and website features to online marketing, e-sales & distribution, and web customer service, SkaiBlu tracks and scores a carrier’s performance in these areas through 28 proxy indicators.