Challenge
- The airline industry faced the most difficult business environment in recent memory
- bmi were making cuts to their media spend of around 40%
- Their targets remained the same despite these cuts, with a yearly objective of £25 ROI and a revenue target of £3.9m for the first quarter of 2010
Solution
- Conventional attribution in digital media credits the last click before a sale with 100% of the revenue produced by the conversion
- But research projects show that there is a significant impact of early funnel exposures on the likelihood of a conversion
- We invested heavily in developing an evidence-based attribution methodology in collaboration with external consultants active in the fields of mathematics
- This attribution weighting helps us to understand the value of digital media exposure by spreading credit for customer conversions across full exposure paths
- The methodology credits every exposure according to its role in the desired outcome
- Using our attribution model, we were able to optimise bmi’s search campaign more intelligently and with a full understanding of the process customers were going through in order to convert
Results
- We smashed the revenue target by a huge 333%
- We achieved £13.1m against the £3.9m target
- The ROI increased by 24% from £25 to £31 – amazing, considering the economic climate
- In the face of a significantly reduced budget we made an improvement of 55% YoY
- At the 2010 Data Strategy Awards, bmi won the award for the best data driven marketing solution
This was all accomplished through a thorough understanding of attribution and user journeys to conversion, plus the intelligent implementation of our proprietary and market-leading weighting methodology.