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Case Study:
Leisure industry

Data science driving marketing performance

We were engaged by a national UK hotel chain to drive efficiencies in marketing across the board through econometric modelling, forecasting and tooling.

case-study-snapshot-leisure.png
Background:

  • Bookings made through multiple channels

  • No view of customer research journey

  • Impact of media spend not fully understood

  • Many decisions made by “gut feel”

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Objective:

  • Understand the effect of each marketing lever

  • Generate data-driven marketing decisions

  • Forecast the future effect of these decisions

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Solution:

  • Discovery, assessment and collection of all relevant internal
    and external data into an analytical database

  • Creation of econometric models describing the effects of all marketing spend and other activity

  • Creation of “Sales Forecaster” tool to allow scenario planning
    and performance measurement

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