Airlines are being fostered to transform their businesses, to catch up with or be ahead of technological trends, such as social media, cloud computing, mobile connectivity or big data. Considering the current pace of market penetration, we can observe a huge difference in today’s market from a decade ago. For instance, the complete travel experience of the passenger is completely digitized and matured on the digital space, to provide greater travel experience. In this #travelcast episode. I have the pleasure to speak with Ahmed Elemam who is a Senior Digital Marketer at WestJet where he overlooks channel management, analytics, customer segmentation and the Adobe “premium” Marketing Cloud.