More sophisticated attribution and cross-device marketing techniques implemented by UK OTA Travel Republic has found mobile plays a bigger role than previously thought.
The dnata Travel-owned agent worked with Criteo on analysis of the value of its different channels to market and the typical user journey.
This found that the customer journey was longer and more complicated than thought there were 52% more customer touch points identified.
In addition the analysis found there were 42% more mobile that the company previously measured.
Criteo said: “With this more complete picture of the booking journey, Travel Republic can better assess which campaigns have the greatest impact and adjust investments accordingly to maximize ROAS.
“For example, they saw that increasing their remarketing investment could significantly improve bookings and thus implemented a 64% budget increase.”
Wayne Williams, senior performance marketing manager at Travel Republic, said: “The Criteo User Graph has enabled us to gain a more accurate view of our customers’ shopping journey.
“We’ve been able to better assess the impact of our mobile campaigns and access new insights to inform our campaign optimization strategy and overall marketing program.”