TUI’s performance marketing case study Nicolas Elshout, Manager of Digital Media on incrementality testing.
ClickZ Daily: Oct 13, 2022 |
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| Good morning! Sustainable performance marketing is the need of the hour for brands across all industries, but as a travel company, TUI was faced with a double edge sword. While it benefited from customer search data volume, the attribution modeling lacked impression-level data resulting in a limited view of campaign performance. In our latest case study, Nicolas Elshout, Manager of Digital Media, brings us on the journey TUI has been on to create a sustainable performance marketing strategy: Adding a layer of incrementality testing to augment traditional attribution models Build vs buy: Bringing attribution in-house Creating the right performance marketing team Team ClickZ The ClickZ Marketing Masters Podcast Season 2 is now live! Tune in to the first episode on our website and wherever you get your podcasts, including Apple, Spotify, Google, and Amazon. Don’t forget to subscribe! |
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Performance marketing Benjamin Broomfield "Our process isn’t complicated. It helps us to test and learn. We use incrementality tests to measure the impact of a given tactical or strategic shift." |
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Content & Experience Kamaljeet Kalsi Citizens Financial Group’s CXO, Beth Johnson on designing human-first experiences, storytelling, and navigating compliance Read more |
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| Loyalty Will Hanrahan While inflation can erode the value of customers' reward points, a well-designed program can help offset the effects of inflation and keep people frequenting places they might otherwise cut from their monthly budget. Read more |
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| Strategy Benjamin Broomfield Each story requires not only a hero but an adversary to overcome and a beneficiary who will share the goal of the hero. Whilst these characters can be portrayed as a Knight saving the village from a dragon, they can just as easily be portrayed in the context of an organization striving to achieve business goals. Download now |
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| Social Benjamin Broomfield "Social conversations are not proprietary information, so everyone has access to what people are talking about. What separates us is the ability to move quickly. All the right people, in the same room, at the right time" Read more |
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Marketing Masters Podcast |
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Strategy Benjamin Broomfield Each story requires not only a hero but an adversary to overcome and a beneficiary who will share the goal of the hero. Whilst these characters can be portrayed as a Knight saving the village from a dragon, they can just as easily be portrayed in the context of an organization striving to achieve business goals. Download now |
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| Podcast Benjamin Broomfield Diorio proceeds to offer a formula for growth marketing: Defining marketing actions and investments; targeting strategies that create value; impacting nine customer behaviors; driving business outcomes that impact cash flow; and translating this for the stock market and CFO. Read more |
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| Podcast Benjamin Broomfield In the latest episode of the Marketing Masters podcast, we speak with Kip Knight, the founder of CMO Coaches. Kip shares his insights on this systemic issue and explores how marketing leaders can rebuild their business relationships. Read more |
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