On the Beach uses attribution to gain increased sales and 25% growth in ROI
Customer Company Size
Mid-size Company
Region
- Europe
Country
- United Kingdom
Product
- AdWords Search Funnels
- Google Analytics Multi-Channel Funnels
- Attribution Modeling Tool in Google Analytics
Tech Stack
- Google Analytics
- AdWords
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
On the Beach is a leading UK travel agency that carries over 750,000 passengers yearly. The company offers value for money flights and hotels to the world’s most popular beach holiday destinations. They provide consumers with a huge selection of travel products, including 50 million airplane seats and more than 30,000 hotels. On the Beach operates in a highly competitive market and does not run any TV advertising, making generic (non-brand) search crucial for introducing the brand to the buying public.
The Challenge
On the Beach, a leading UK travel agency, was looking to drive increased sales and grow their business online. They offer value for money flights and hotels to the world’s most popular beach holiday destinations, providing consumers with a huge selection of travel products, including 50 million airplane seats and more than 30,000 hotels. In a highly competitive market, On the Beach wanted to ensure that its search campaign was optimised for return on investment. The company does not run any TV advertising, so generic (non-brand) search is crucial for introducing the brand to the buying public. However, the value of generic search can be difficult to measure when using a ‘last click wins’ attribution model.
The Solution
On the Beach worked with Google to uncover the true value of search using attribution modelling. This process assigns credit to different consumer interactions, such as display or search clicks that take place prior to a sale or lead. Using AdWords Search Funnels and Google Analytics Multi-Channel Funnels, multiple attribution models were tested to see the impact on sales. After completing analysis across each model, On the Beach found the model that best suited its business requirements. This allowed the company to split the credit for each sale across numerous click points, rather than just first or last click. On the Beach found that their generic search was undervalued under last click reporting, a discovery that allowed the company to build a custom attribution model and increase budget on generic campaigns.
Operational Impact
Quantitative Benefit
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