Optimising digital marketing spend for a global travel organisation
How we helped a global travel organisation evaluate and optimise its marketing mix via attribution modelling – driving increases in monthly revenue, cutting spend, and lifting ROI.
Case Study: Optimising digital marketing spend for a global travel organisation
Results
25%
Increase in overall ROI on marketing spend
45%
Improvements in sales volume
60%
Uplift in ROI on paid search activity
The Challenge
Develop an attribution model to measure the effectiveness (ROI) of each marketing activity in driving a flight booking.
Assess how that attribution model can be used to optimise marketing spend across digital marketing channels.
Manage complex stakeholder relationships to ensure that the Attribution model becomes embedded in business processes
The Context
Businesses aren’t sure whether attribution models are providing useful insights. Often, attribution models are ‘black box’ models, that are not based on facts about the business.
The Solution
Step 1 : Objectives setting
Objectives: Established the key KPIs that the model was expected to improve, as well as constraints/processes/levers surrounding them.
Scope: Agreed on the scope of a first phase model based on score-carding region/brand/segment.
Working Group: Established an Attribution Working Group of key stakeholders (budget holders, channel/marketing managers and relevant executives).
Step 2 : Analysis + Model build + Test
Exploratory: Identified key relationships between variables, marketing activities, marketing spends and the customer journey. Identified top performing journeys and interactions between channels.
Markov model: Built a scalable model that captures channel interactions and performance.
Model Test: Tested the Phase 1 model and delivered immediate improvements in ROI.
Step 3 : Global rollout
Tech-stack: Recommended best technology stack to achieve scalable rollout of the model globally.
Business processes: Made strategic recommendations on best way to embed the model within decision-making.
The Results
Commercial improvements:
$1,300,000 YOY growth in total monthly revenue
12% saving in total spend (relative to planned spend)
25% improvement in ROI
Strategic improvements:
Decision-making: Attribution model became embedded in decision making processes for allocating marketing spend globally.
Offline attribution: Impact of offline/brand marketing activities now being layered on top of the digital attribution model.
Lynchpin help us unlock the millions of data points we have and turn them into valuable insight, which we use on a daily basis to improve our traffic, customer journey and sales performance. Their data scientists don’t just support our internal data and analytics team, they are genuinely commercial and committed to understanding our business, which means the outputs are always in line with our company strategy!
They have worked alongside us for ten years to support our data maturity and had a major impact in turning us from a company with data, to a data driven decision making company. We value our relationship with Lynchpin and fully expect our partnership to be a longstanding one.John Donnellan, Senior Director of Digital Strategy, Operations & Marketing, Canon EMEA
For over eight years, Lynchpin have provided expert support across the web analytics’ piece for John Lewis Finance. Whether it’s building actionable dashboards, advanced reporting and visualisation, deep dive analytics, data engineering and tagging specs, or designing complex attribution models, Lynchpin prove themselves again and again as highly experienced and competent. They have led and driven our analytics strategy and played an essential role in our business growth. Highly personable, their consultants are well known within the office and I would recommend them as a trusted 3rd party business partner.Adam Taylor, Partner & Web Manager, John Lewis Financial Services
The PRISM model guides organisations and marketers to move towards not just identifying and satisfying customer requirements, but using data and analysis to anticipate and predict their needs.Michelle Goodall, Social Media & Digital Transformation Consultant, Econsultancy
We have partnered with Lynchpin for several years now and they have played a key role not just in delivery of day-to-day and project-based initiatives but also in development of our solution design and data collection architecture. Lynchpin’s depth and breadth of expertise and experience as well as their non-partisan ethos – not being tied to specific solution providers – has enabled us to understand both the benefits and the potential pitfalls of different solutions and designs. As a result we have very solid data quality and that’s reflected in the quality of the insight we are able to serve to the business. The team at Lynchpin are flexible, supportive and great colleagues to have. They are a highly valuable part of the extended LexisNexis team.Michele David, Lead Product Owner, LexisNexis Risk Solutions Group
Over the past 5 years, I have worked almost continuously with Lynchpin on various data engineering and analytics projects. They are adept at navigating complex business requirements and helping you to really ‘look under the bonnet’ and understand the power of your data.
We have a great partnership with the team at Lynchpin, they are a valuable support to our business strategy with their extensive experience and knowledge of data engineering.
Throughout a complex website re-platforming project which combined a standard and subscription customer proposition, Lynchpin helped us build an analytics infrastructure which not only met the brief it also went that extra mile to future-proof us.Michelle Corp, eCommerce Director, Lily’s Kitchen
We have enjoyed working with Lynchpin for a number of years now and they very much feel a part of the team. Their in-depth analytics expertise and experience, alongside the ability to fit in with our ways of working have proved invaluable to us.Adnan Chaudhry, Vice President of Marketing Analytics, Research & Planning, Emirates
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As an independent, full-service analytics consultancy, our team are flexible – equipped with a range of practical experience, skill, and commercial awareness.
If you’d like to explore how we can help, please get in touch with our data and analytics consultants. We don’t have salespeople and your first point of contact will be a subject matter expert from our leadership team.
