Jurys Inn is a hotel chain with over 28 hotels and 7,000 rooms across the UK, Ireland and Europe. Over half of its rooms are sold online, so Jurys Inn's business challenge is how to drive incremental revenue and improve marketing mix efficiency. This document outlines how the company worked with agenda21 and Quantcast to take a data-driven approach to online marketing, using display advertising to efficiently engage and convert potential customers at scale. Insights from display data were then used to enrich creative content and audiences, and plug into channel planning to identify key target audiences like sports fans and help drive online traffic and sales.