Boscolo Viaggi grew revenue +45% while only increasing spend +27%.

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.

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Solution:‍

Growth insights from Cassandra’s Marketing Mix Modeling

By analyzing historical data with Cassandra, Boscolo Viaggi derived the following insights:

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• 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

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These insights enabled t2ó Italia and Giancarlo to confidently plan their marketing investments using a data-driven model.

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Impact:

45% Revenue Growth with 10% more ROI

With Cassandra and t2ó Italia's analysis, Boscolo Viaggi achieved:

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• 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.‍