Maximising digital marketing incrementality for a UK hotel business
Opportunity synopsis
Our client had recently moved to a new marketing agency, the agency was claiming significant value generation but this was not squaring with bottom-line results that were continually missing budget.
To help our client understand the real value of channels and thus drive maximum contribution from marketing we developed a roadmap of marketing incrementality tests and then helped the team and agency to drive increased ongoing performance together with better insight. This culminated in a bespoke budget optimisation tool that identifies budget optimisation scenarios and forecasts impact over time given spend and allocation scenarios.
Maximising marketing value generation through better channel budget allocation & execution
Cross-channel budget optimisation
Validating MMM value measurement with a full roadmap of incrementality tests to understand real value-add.
Major changes in budget allocation; 7% of non-incremental spend cut, budget moved from lower-performing channels to higher-performing channels.
Bespoke budget optimisation and forecasting tool developed
Social messaging & funnel-stage optimisation
Social channels were revealed to be 2.5X more expensive per incremental booking than claimed by MMM. We suspected this was about messaging and allocation across prospecting, awareness and retargeting
Tested various combinations of messaging and funnel-stage budget allocation to identify optimal allocation levels → 30% increase in efficiency
Outcomes
Realised incremental marketing
revenue from initiatives
+11%