Trip.com grows their brand internationally with App Advertising
Travel Republic wanted to understand how much value each of its channels and individual marketing strategies was delivering. The company had been using a linear attribution model where each digital channel was viewed as contributing equally to conversions. But as travel consumers increasingly use multiple devices on the path to booking, Travel Republic wanted to develop a more sophisticated model to better steer its digital marketing strategy.
Travel Republic evolved its attribution model, based on econometric insight, to evaluate how each channel contributed across all stages of the booking journey. They also leveraged the Criteo Shopper Graph service to add a cross-device perspective and maximize actionable insights from the new model. With accurate attribution and cross-device measurement in place, Travel Republic discovered that the typical booking journey was longer and more complex than previously thought, with 52% more touchpoints identified. They also discovered that mobile was playing a key role in the booking journey, with 42% more mobile touchpoints than previously measured. 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.
How it works:
Travel Republic discovered that their users’ booking journey is longer and more complex than previously thought. As a result of implementing Criteo’s identity graph service and a new attribution model, Travel Republic identified:
“Criteo’s identity graph service has enabled us to gain a more accurate view of our customer’s 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.”
– Wayne Williams, Senior Performance Marketing Manager at Travel Republic
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