[X+1] hotel case study

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[X+1] hotel case study

  1. 1. Hotel Group Case Study<br />
  2. 2. Hotel Group Case Study: Challenge <br />A hotel group consisting of over 7,000 hotels worldwide sought to increase their online bookings via online display media.<br />The company’s online marketing team had little insight into the effectiveness of their current display media campaigns while also lacking scale.<br />To add volume, client added CPA line items to the media plan resulteingin CPA providers bombarding the remarketing pool, gaining credit for last view. The ratio of reservations to actualize also decreased. Ultimately increasing CPA, flattening sales and decreasing profitability.<br />Seeking to improve the efficiency and effectiveness of its digital strategy, the company turned to [x+1], the leader in data driven marketing.<br />
  3. 3. Hotel Group Case Study: Solution<br />[x+1]’s proprietary Predictive Optimization Engine, POE, identified audience attributes associated with a positive response to the client’s online advertising. <br />These models then generated target audience profiles, forecasted audience size and value and optimized budget allocations to create a media buy targeting the online users who were most likely to book a hotel room.<br />For each provider on the media plan [x+1] was able to measure unique contribution to reach overall and to remarketing reach. Allowing the client to reward actualized reservations and reach providers and eliminated remarketing for all but one partner.<br />[x+1]’s sophisticated analytics approach produced the maximum ROI for each campaign, while integrating seamlessly into the client’s existing media workflow.<br />
  4. 4. Unique Reach & Frequency Analysis<br />Reach & Frequency reporting includes:<br /><ul><li>Reach and frequency by publisher / section
  5. 5. Reach and frequency unique and overlap rates between publishers / sections
  6. 6. Reach and frequency unique and overlap rates between publishers / sections for remarketing</li></ul>4<br />
  7. 7. Remarketing analysis<br />Report Uses<br /><ul><li> Assess the relative attribution credit of conversions by site.
  8. 8. Assess the effectiveness of the site to generate conversions on a weighted basis. </li></li></ul><li>Converter Overlap<br />Report Uses<br /><ul><li> Assess the relative attribution credit of conversions by site.
  9. 9. Assess the effectiveness of the site to generate conversions on a weighted basis. </li></li></ul><li>Precedent Analysis<br />Cross-channel attribution report includes:<br /><ul><li>% of unique converters seen in each channel by conversion type
  10. 10. # of click and display events by channel leading to a conversion event
  11. 11. Drill downs by different timelags (1 day, 1 week, etc.)
  12. 12. Optional data transfer for more in-depth sequencing analysis
  13. 13. Predictive Analysis will be available in forthcoming weeks</li></ul>7<br />
  14. 14. Hotel Group Case Study: Results<br />In the first three months of full implementation, CPA decreased 69%.<br />Actualized reservations made online increased 42%.<br />In addition, the company gained valuable insights into the visitor attributes driving conversion.<br />

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