Twiddy & Company Increases Revenue by 18.6% Using Google Analytics Real Time API
Company Size
200-1,000
Region
- America
Country
- United States
Product
- Google Analytics Real Time API
Tech Stack
- DotNet client library
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
Services
- Data Science Services
About The Customer
Twiddy & Company is a family-owned vacation rental company that manages 982 privately owned homes on the Outer Banks of North Carolina. They are primarily dedicated to renting vacations to families in the summer. The company has been using Google Analytics for a long time as their web analytics solution and have always been impressed with its capabilities. They are in the experience business, furthering the great American tradition of family vacations.
The Challenge
Twiddy & Company, a family-owned vacation rental company, was facing a challenge in keeping visitors on their page for as long as possible. They wanted to communicate to their guests that they were competing with other visitors for the rental homes. If visitors waited too long to book, they might not get their first-choice rental. The company was also facing a challenge with their business model. The transparency of supply through the website put all the leverage into the guests’ hands. The closer they got to the time of occupancy, the more the guests could negotiate. This was leading to Twiddy’s owners sacrificing revenue by not always filling rentals.
The Solution
Twiddy & Co. used the Google Analytics Real Time API to query the number of active visitors. They identified the pages where they thought this would have the most impact, and then designed a widget that would display this in a visible, but unobtrusive manner on the website. The Real Time API was queried server-side, using the DotNet client library to access the data, caching and refreshing every 10 seconds. For tracking purposes, a customized Google Content Experiment was set up to segment the visitors into two groups; one group would be eligible to see the real-time data on the page, and the other group would not. The Google Analytics package allowed Twiddy to control what metrics dictated success.
Operational Impact
Quantitative Benefit
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