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Brief
Center Parcs and Golley Slater have been working together since September 2006 across all online channels including email, display, social media and search along with creative and website development. The online activity has gone from strength to strength with the online bookings for Center Parcs now over 70% as opposed to 15-20% before 2006.
Strategy
A key element that was missing from the Center Parcs campaign was an understanding of the contribution each channel makes across the entire click path, with a specific focus on understanding generic keywords that initiate or assist a conversion and using these insights to maximise ROI. Specifically the challenges were:
1. Multiple platforms were used by Center Parcs to track all media channels without the ability to avoid duplication of results
2. Response and conversion was being attributed to the ‘last click’ rather than as a consumer journey with multiple potential responses across multiple channels
3. Using multiple media channels meant that, without the ability to run analysis of many different scenarios, pinpointing the correct attribution model to optimise conversions and revenue on each channel, down to keyword level, was impossible
4. Without the ability to track cross channel interactions effectively via a single analytics package, Center Parcs was unable to maximise the benefits delivered by optimising paid search keywords using bid management rules in real time
Execution
After a thorough technology audit, Center Parcs and Golley Slater engaged with SearchIgnite. This has enabled Center Parcs and Golley Slater to view the entire click path across all channels including their paid search, natural search, display, affiliates, and email and has delivered a super-optimised ROI driven campaign and ultimately much higher rates of conversion. Other aspects of the campaign were:
- Advanced search, email and digital media tracking platform
- Cross-channel media insights on exposures which assist sales to understand user exposure paths
- Use of insights and ability to perform attribution analysis based on marketing goals upon request
- Use of data for budget allocation and optimisation
- Ability to use combination of rules based and portfolio bid optimisation
Results
Center Parcs saw significant year-over-year improvements in CPC, ROI and revenue. The client now has confidence that their online advertising budget is being tracked, attributed, measured and spent more accurately to optimise ROI. The key performance indicators that SearchIgnite benchmarked against saw the following results, with a 4% decrease in paid search spend:
- 14% decrease in CPC
- 28% increase in overall bookings
- 43% increase in overall revenue
- 54% increase in ROI
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