Attribution analysis enhances digital ROI

Searchignite and Golley Slater have released a cross-channel measurement and attribution report that includes a case study showing how their methodology boosted return-on-investment for Center Parcs.

The report outlines Golley Slater and Searchignite's five-step process for analysing and attributing digital media to maximise return on investment (ROI) and features a case study showcasing how the methodology increased ROI by 54 per cent for the UK travel marketer.

Center Parcs historically gave all credit for its online leads and sales to the last media channel that a customer was exposed to prior to converting - an approach known as 'last click attribution'.

This approach made it difficult for the company to gather an accurate picture of their real ROI and each digital channel's contribution to the marketing funnel.

Following an extensive search for a marketing technology partner to help them overcome this challenge, Golley Slater and Center Parcs selected Searchignite because of the platform's ability to attribute performance across digital channels including pay-per-click, search engine optimisation, display, e-mail and affiliate, as well as its proven media optimisation capabilities.

Golley Slater, Center Parcs and Search ignite worked together to outline a five-step process for performing effective attribution analysis, which included tracking actions and interactions across channels, determining channel prioritisation and optimising spend based on insights gleaned during cross-channel measurement.

With this attribution methodology and Searchignite's technology, Golley Slater was able to determine the optimal spend for each media channel in order to improve ROI.

As a result, Center Parcs saw the following year-on-year improvements: 54 per cent increase in ROI; 43 per cent increase in overall revenue; 28 per cent increase in bookings.

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