Challenge
As one of the biggest travel company worldwide, TUI has important digital activity on all digital channels to attract and convert travel seekers. Paid Social is thus an essential channel, particularly Facebook Dynamic Ads for Travel which enables the collection of intentionalist signals that lend efficiency to all the efforts made on upper funnel digital activations.
Knowing that the conversion path for travel packages is long, TUI wanted to obtain a concrete vision of the impact of Facebook campaigns throughout the online decision-making process of its targets.
The objective was to get out of standard attribution models to accurately measure the business incrementality generated by social advertising on online website bookings, whether direct or indirect.
Strategy
The use of Facebook Attribution appeared to be obvious since the tool natively integrates an incremental vision through data-driven attribution dedicated to paid campaigns on Facebook, Instagram, Messenger and Audience Network.
Using the data-driven model, we used Facebook Attribution to estimate incremental campaign performance increases for TUI based on results from randomised controlled experiments (Conversion Lift) carried out by advertisers from the same vertical.
As a consequence, measurement was less standardised, unbiased and more accurate, attributing conversion decimals to highlight the contribution of Facebook campaigns to total bookings throughout a large number of conversion paths.
Results
By using Data-Driven attribution modelling, TUI saw an increase in 20% on the number of bookings directly generated or assisted by Facebook campaigns on business essential second semester 2019.
Facebook campaigns were not only generating direct bookings but also participated significantly in improving other direct, organic and paid channels performances bringing additional impact in conversion paths.
