Awaze, is the largest managed vacation rentals and holiday resorts business in Europe including Cottages.com, Hoseasons, and Novasol. Our first Awaze task was to unify all their data and attribution across 3 major brands across 12 European countries.
Awaze’s key challenge was trying to understand what to spend across each brand to drive the most return in incremental revenue for the whole group, starting with more accurate attribution analysis. We built a complex comparative multi- brand attribution project aligning channel definitions, vacation property and booking categories and creating custom machine learning attribution models which could accommodate different marketing mix and consumer behaviours for each brand and market. We had to resolve significant data issues around sources, analytics and location identification and exchange rate variation.
The resulting custom solution gave Awaze the ability to evaluate marketing driven sales and ROI for any combination of the Awaze brands, sites and booking categories.
At the same time, Awaze were looking to optimise the mix of their digital media channels to optimise the customer journey. We built them a ‘What If? Simulator to forecast the revenue impacts of moving budgets between channels to drive the best return on investment from marketing.
To validate this analysis we worked with Aware to identify a representative geographic segmentation that could be used to run geo based experiments against campaigns, in order to evaluate and quantify specific hypotheses. Two regions could be targeted with different volumes of campaign activity, and compared to the countrywide picture using statistical analysis and custom charts and tables, to understand impact Vs a control situation.
This analysis showed huge variations in a data driven view vs the previous last click view, averaging 12% for all channels, and much higher for some notably paid social and youtube, pointing the way to several major opportunities for incrementality test evaluation going forward.
Our complex portfolio of brands is a real measurement challenge and as a business, we are focused on managing the efficiency of our marketing in the face of huge competition in travel and rising underlying marketing cost pressures. This can only be done with advanced robust data analytics which customised for our brands. We’re lucky to have found a partner in Metageni that can rise to this challenge and support our marketing decision making with confidence and ease.
Can we help unlock the value of your analytics and marketing data?Ask us about your marketing optimisation at: [email protected]
