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TUI UK Seizes the Power of Social Media Advertising with Nielsen Attribution

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Copyright © 2019 The Nielsen Company (US), LLC. All Rights Reserved. CASE STUDY TUI UK Seizes the Power of Social Media Advertising with Nielsen Attribution "Having the data to justify how we're investing our resources and know exactly which levers to pull to drive up site traffic and trip sales is giving us a significant advantage in an increasingly competitive online marketplace." Connor Weller, Senior Digital Marketing Analyst, TUI Group CUSTOMER TESTIMONIAL TUI UK is a UK-based travel operator and subsidiary of TUI Group, one of the world's leading travel companies. Marketers at the company leverage a number of paid and owned channels to drive traffic to the website and encourage trip sales, but outdated reporting meant the team was missing out on opportunities to improve the efficiency and revenue-generating power of their media mix. In this case study, learn how the company ramped up its measurement approach to reveal the hidden truth behind its marketing performance. Speeding Legacy Systems to Meet Growing Business Needs Previously, TUI UK relied on Excel-based reports to measure marketing's impact. But with the volume of data growing by the day, the team knew its legacy reporting systems and processes weren't agile or comprehensive enough to facilitate smarter, faster optimisation decisions. "The manual process required to collect the data and analyse the findings was slow, tedious and error-prone," said Connor Weller, senior digital marketing analyst at TUI Group. "Because the reports were distributed in PDF format, our internal teams were unable to drill down to the right level of data to answer key business questions." Moreover, the metrics in the reports were based on a last paid click measurement model. Since this approach favors lower-funnel tactics such as paid search and affiliates, it didn't expose the true value of upper-funnel activities like paid social and online display. "As a business, we always believed there was greater value in our upper-funnel tactics, but we knew we were going to miss out on those opportunities if we held on to legacy, last paid click metrics," continued Weller. "We sought a partner that could give us a more accurate picture of all the touchpoints that lead to site visits and sales, so we could better allocate our budget to maximise the efficiency and effectiveness of our entire marketing mix." Nielsen, known for the depth, accuracy and speed of its marketing performance metrics, was the perfect fit for the role. From Last Paid Click to Lasting Impression TUI UK worked with Nielsen's team of experienced experts to shift from its outdated last paid click measurement model to a sophisticated daily multi-touch attribution (MTA) approach. NIELSEN ATTRIBUTION

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