CLIENT BACKGROUND

Mandarin Oriental is an international hotel group with luxury hotels, resorts and residences in Asia, Europe and the Americas.

Uncovering true channel performance using Multi-Touch Attribution

CLIENT OBJECTIVES

  • 1

    Build a more detailed understanding of channel performance using Fospha’s data-driven multi-touch attribution model, especially PPC and price comparison sites, to compare ROI by channels.

  • 2

    Identify keywords that have zero impact on bookings to save budget

  • 3

    Dive into the underlying data powering the model to understand customer journeys from start to finish

STRATEGY

Understanding Channel Performance

  • Fospha placed web tags to capture granular information about where Mandarin Oriental’s visitors were coming from, how many times they visited the site and which individual pages they landed on most frequently.

  • We then deployed our data-driven attribution model to value each interaction in the customer journey, allowing Mandarin to understand channel performance at each customer and hotel-level

     

  • Fospha measured customer interactions with the Mandarin Oriental’s site and pulled them into a Customer Data Platform (CDP), where individual customer journeys were tracked across Mandarin’s marketing channels, creating a single customer view.

  • Fospha integrated the solution with Mandarin Oriental’s existing investment in a data-driven strategy, alongside their agency Blue449.

  • Fospha integrated cost data from comparison sites to arrive at the real data-driven cost of acquisition and ROI for this channel.

  • Fospha’s team delivers multiple Paid Search optimization reports on a daily basis, allowing Mandarin Oriental to view keyword performance by hotel.

INSIGHTS & RESULTS

Fospha found that

  • Only 13% of Luxury Generic PPC spend was effective at driving bookings. Fospha recommended to remove non-performing keywords to optimize spend.

  • Generic PPC was driving negative ROI. Using the PPC optimization reports, it was clear where efficiencies could be made without impacting bookings.

  • By increasing investment in a primary media channel for returning customers, Mandarin Oriental will be capturing users who are 10x more likely to convert.

  • Fospha identified the channels that are fastest at driving customers to book, so that Mandarin Oriental can optimize their strategy to drive last minute bookings.

    Client Testimonial

    Our relationship with Fospha started with a measurement strategy for digital performance, allowing us to measure ROI and improve visibility on customer journeys. We now have a more detailed view on how PPC and comparison sites are performing, and where efficiencies and strategic optimizations can be made.

    Yvonne Adams, Regional Director of Digital Marketing, EMEA

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