Amari’s bookings increase 47% with Google Analytics’ Attribution Modeling Tool
Amari is a hotel brand owned by Onyx Hospitality Group. The company had been evaluating the effectiveness of its marketing channels based on last-click attribution, but this was proving problematic. Intuitively the team knew display marketing was an important channel contributing to the business, but the last-click model made this difficult to quantify, hard to prove, and even harder to optimize. They have turned to Sparkline to help quantify this intuition and access measurable insights.
Attribution models to fit
We proposed solving Amari’s issue through the use of Google Analytics’ Attribution Modeling Tool and Multi-Channel Funnels. The team used the Attribution Modeling Tool to build, customize, and compare attribution models for Amari’s digital marketing activities. The aim was to apply these models in order to reveal the impact of the company’s diverse marketing efforts, specifically how these worked together in driving sales and conversions. It used Google Analytics’ Multi-Channel Funnels to uncover how much assistance each channel contributed towards conversions, and leveraged the Attribution Modeling Tool to assigning a non-ambiguous monetary value to those assists.
The initial challenge was discovering what model to use. After in-depth experimentation, the team decided to utilize the linear and time decay
models. The linear model equally allocates the value of a sale across all touch points, while the time decay model allocates value in favor of touch
points closer to the time of conversion. By using a combination of the two, Amari’s digital marketing team could assess channel effectiveness both on
an egalitarian basis and by showing preference for those who drove valuable traffic more recently.
“We have successfully shifted from the outdated last-click attribution towards a more holistic model that helps us optimize marketing accountability and, more importantly, profitability,” explains Chutima Fuangkham, Director of Digital Marketing for Amari Hotels. This has allowed Amari to confidently increase its display marketing budget. Overall, by increasing investment into undervalued marketing channels, Amari has achieved a 47% boost in bookings.
Read the full case study here.
Amari is a hotel brand owned by Onyx Hospitality Group. It provides full-service hotels and resorts, serving business and leisure guests. For more information, head to www.amari.com