case study / Hospitality
Optimizing Audience Strategies to Drive a 7x Increase in Vacation Package Sales
A multinational hospitality company wanted to increase sales of their vacation packages. They partnered with our team to implement innovative advertising strategies across multiple channels, including CTV, Display, and CTV with real-time Email retargeting.
Objective
The primary goal was to drive more purchases of vacation packages through targeted advertising campaigns. Additionally, the client wanted to understand which audience segments were most effective to gain insights that could inform future marketing efforts.
Solutions
We provided the company with an export of campaign audience records, enabling them to perform a matchback analysis against their CRM activity. This included records for four third-party Stirista data segments, each split into Treat and Control groups. Treat records participated in CTV, Display, or Email retargeting activities, while Control records were withheld from any campaign activation. Additionally, we explored “Demo” and “Non-Demo” segments, which share the same audience criteria but are categorized differently to assess their impact on performance. Our focus was on key demographics such as households with children and high-income earners ($100k+) aged 30-45. Interestingly, we uncovered that the most significant conversions came from records outside this demographic profile.
To measure effectiveness, we utilized various audience strategies to pinpoint the most successful data sets. This approach involved structured audience development to analyze metrics like lift, segment optimization, and audience behavior insights, facilitating ongoing campaign enhancements.
Results
The campaign successfully produced sales and provided valuable information into audience behavior. These findings will inform future audience identification strategies an provide actionable insights that can be applied across other channels and vendors.
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