AI Case Study

BookIt achieves a 20% revenue increase by driving new traffic into the website using machine learning

BookIt achieves low bounce rate and higher time on site using curating specialized content featuring different destinations and deals for different customer segments. They use Google Analytics to measure impact of content and achieve higher personalisation. Since implementing Google Analytics they were able to attract 30% net new traffic to the site.

Industry

Consumer Goods And Services

Travel And Leisure

Project Overview

"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. "

Reported Results

The company claims:

* 20%+ increase in revenue
* 30% of traffic now from new users

Technology

Function

Marketing

Digital Marketing

Background

BookIt is an online travel company specializing in all-inclusive vacations to the Caribbean and Mexico. They wanted to reach new users who hadn’t booked with them before.

Benefits

Data