AI Case Study

"To build brand equity and optimize across the entire funnel, with net-new traffic at the top, and a cost-conscious ROI at the bottom using Google analytics 360. BookIt and DELVE set out to design a program that would build brand equity and optimize across the entire funnel, with net-new traffic at the top, and a cost-conscious ROI at the bottom.

DELVE identified proxy goals based on site metrics, such as bounce rate and time on site, which would allow the team to optimize in real time. By understanding how these proxy metrics impacted their end goals, DELVE was able to fine-tune their ROI and performance across the entire funnel. The Google Analytics 360 audience data helped DELVE understand the types of travelers interested in BookIt’s brand. DELVE created different audience segments for each persona, curating specialized content featuring different vacation destinations, deals, and hotels and beautiful, high-resolution photography for various travel destinations based on the persona’s they had developed, tying the visual creative with the written messaging to ensure relevancy and help BookIt stand out even more with each audience segment. "