GOLLEY SLATER AND SEARCHIGNITE BOOST DIGITAL MEDIA ROI FOR CENTER PARCS
Golley Slater is delighted with the attention its latest project drew with the launch of its methodology on last click attribution in conjunction with SearchIgnite (http://about.searchignite.com/uk/). The results achieved surpassed all expectations driving an increased ROI for Center Parcs’ (http://www.centerparcs.co.uk/) online campaigns by 54% and managing to reduce the overall budget by just over 4% compared to last year.
John Kinder, managing director of Golley Slater Digital explained: “The main reason we undertook this project was because we think that last click attribution is inaccurate and dead. Essentially we wanted to see the entire click path across all channels that lead to conversions and use this data for optimisation of the Center Parcs campaign.”
The SearchIgnite technology enabled Golley Slater to track all channels – PPC, SEO, email, display – and then process and re-process 60 days’ worth of data that helped visualise and analyse a number of scenarios. From there Golley Slater was able to formulate the correct attribution and then make optimisation changes to the campaign in real-time.
John continued, “The key outcome for Golley Slater and Center Parcs is that we have moved our planning to an integrated budget. We now have a budget that we utilise on an annual basis to optimise the campaign to provide the highest ROI possible, regardless of channel. Learning is ongoing and there will be a number of exciting additions to the technology that will provide even greater insights for our clients in the year ahead.”
To order a copy of our last click attribution case study please contact us at enquiries@golleyslater.com
