Boscolo viaggi generates +45% revenue growth & +10% ROI
The collaboration between Boscolo Viaggi, t2ó Italia, and Cassandra shows how travel tech companies can benefit from Marketing Mix Modeling measurements to grow in the Post-COVID era.
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Testimonials:
Cristian D'Abrosca - Head of Innovation at t2ó Italia:
"Cassandra has supported our marketing team's efforts by providing clear insights and actionable data. We analyzed historical marketing data and identified the most effective marketing channel to increase our investments on.
We simulated future scenarios to predict the impact of different budget allocations to choose the Marketing Mix that would’ve maximized our ROI. In an increasingly privacy-oriented landscape with the deprecation of third-party cookies, moving towards a statistical approach has become mandatory.
This approach allows us to better understand the contribution of brand awareness-oriented channels and their impact on total revenue."
Giancarlo Camoirano - Marketing Manager at Boscolo Viaggi:
"Purchasing a trip is, excuse the pun, a journey within a journey. It begins with dreaming on social media, gathering information from blogs, magazines, and other sources, and perhaps remembering us when they see an advertisement. They might call our customer service, visit our website, or join our Facebook group.
For this reason, it is crucial to identify a measurement model that isn't just based on last-click attribution or solely on certain traffic sources. We have chosen Cassandra to help us find a way to define the impact that our brand awareness investments (and more) have on sales."
Introduction:
How to generate efficient growth in 2024 for Boscolo Viaggi
Boscolo Viaggi is a travel tech company that suffered during COVID, now between 2023 and 2024, with demand for travel rising, the company is looking for a big growth year.
In order to drive their Growth, Giancarlo, Head of Digital Marketing of Boscolo Viaggi, needed to have clear measurements for its marketing investments and precise media plans to avoid budget wastes and generate growth Efficiently.
Giancarlo partnered with t2ó Italia and adopted Cassandra, an AI-based Marketing Mix Modeling (MMM) and incrementality testing software, to unlock offline ROI measurements and plan their media distribution monthly.
Problem:
The Measurement strategy: GA Last Click attribution was not enough
Boscolo’s media mix is complex, encompassing:
- Performance Marketing Channels
- Digital Branding Campaigns
- Offline Investments (e.g., Digital OOH)
Using GA last-click attribution connected with CRM data over the past 3-4 years allowed the marketing team to track bottom-of-the-funnel campaign performance in real time. However, this system provided only a partial view. Thus, they opted for Marketing Mix Modeling to gain a comprehensive, strategic view of each media channel.
Solution:
Growth insights from Cassandra’s Marketing Mix Modeling
By analyzing historical data with Cassandra, Boscolo Viaggi derived the following insights:
- Effect of seasonality and promotions on revenue
- Optimal marketing budget allocation based on seasonality
- ROI measurement for all media in the marketing mix (offline investments included)
- Budget distribution of the marketing resources across all channels
These insights enabled t2ó Italia and Giancarlo to confidently plan their marketing investments using a data-driven model.
Impact:
45% Revenue Growth with 10% more ROI
With Cassandra and t2ó Italia's analysis, Boscolo Viaggi achieved:
- 27% Increase in Ad Spend: Year-over-year increase
- 45% Revenue Growth: Significantly outstripping the growth in ad spend, demonstrating the efficiency of their investment.
- 10% Improvement in ROI: Evidencing the enhanced effectiveness of their optimized strategies.
- 98% Prediction Accuracy: Cassandra’s analytics enabled Boscolo Viaggi to detect and fully leverage unexpected market surges with astonishing precision.