Change Management for attribution
How DER Touristik successfully implemented the Exactag platform and reduced its display advertising costs by 28%.
The challenge
DER Touristik wanted to develop a data-driven optimization and operational strategy across the business to modernize its marketing approach. To deliver this, it partnered with Exactag.
To ensure it made the correct choice DER Touristik worked with Exactag to develop a proof of concept (PoC) incorporating two phases. The first was to focus on building knowledge, methods, and applications around how it could operate in the future. Secondly was to identify how its paid media strategy could be improved by using dynamic attribution.
“The agreed approach helped us hugely with implementing the Exactag technology. Based on this PoC, we gained essential knowledge about using the platform and identified new insights into the potential of specific channels we hadn’t previously recognized. As we scale this, new users will benefit from the practical nature of the PoC, which makes working with the Exactag platform much easier.”
The solution
In close cooperation with DER Touristik, Exactag developed dashboards and templates and trained users.
A dashboard was implemented to analyze the intra-channel relationship for display. This was set up to be scalable, making it possible to replicate it across different performance channels at a later date.
Based on the display dashboard, deeper channel analysis was then undertaken. This provided granular insights across channel dimensions, down to a single ad placement. The analysis allowed non-performing activities to be identified and then cut off.
To implement a channel-wide analysis of DER Touristik’s critical ‘My best deal’ campaign, Exactag designed a campaign briefing template to help managers monitor, direct, and optimize the campaign according to its goal. This was also used to define campaign labels and aggregate marketing activities on specific dimensions. This allowed DER Touristik to easily integrate and analyze individual activities across four paid channels in one dashboard.
The results
From the success of the PoC, DER Touristik gained two critical insights:
- Only 38% of its display activities were achieving break-even or better.
- 28% of its display activities could be removed without negatively impacting sales.
In addition, the performance of the ‘My best deal’ campaigns could now be analyzed and optimized cross-channel thanks to Exactag’s campaign labels. And by establishing a standardized campaign dashboard, DER Touristik gained vital insights to help it better allocate future campaign budgets.
About DER Touristik
DER Touristik group operates across 15 European countries, encompassing a range of travel brands including Dertour, Kuoni, Apollo and Exim Tours.
Each year 9.9 million people visit its agencies, book via its online portals or travel with its companies.