[fusion_builder_container type=”flex” hundred_percent=”no” equal_height_columns=”no” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” parallax_speed=”0.3″ video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” border_style=”solid” margin_top=”-60px” background_color=”var(–awb-custom_color_4)” padding_top=”50px” padding_bottom=”50px” background_blend_mode=”overlay” gradient_start_color=”var(–awb-custom_color_4)” gradient_end_color=”var(–awb-color1)”][fusion_builder_row][fusion_builder_column type=”1_1″ type=”1_1″ layout=”1_1″ background_position=”left top” border_style=”solid” border_position=”all” spacing=”yes” background_repeat=”no-repeat” margin_top=”0px” margin_bottom=”0px” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” center_content=”no” last=”true” hover_type=”none” background_blend_mode=”overlay” first=”true” min_height=”” link=””][fusion_counters_box columns=”4″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” color=”var(–awb-color3)” body_color=”var(–awb-color6)” title_size=”68″ icon_top=”no” body_size=”15″ class=”number-ticker” icon_size=”30″ icon=”fusion-prefix-lscon-arrow-circle-up” border_color=”rgba(0,0,0,0)”][fusion_counter_box value=”40″ unit_pos=”suffix” direction=”up” unit=”%”]increase in overall ticket sales[/fusion_counter_box][fusion_counter_box value=”25″ unit_pos=”suffix” direction=”up” unit=”%”]improvement in return on investment[/fusion_counter_box][fusion_counter_box unit_pos=”suffix” direction=”up” unit=”%” value=”15″ icon=”fusion-prefix-lscon-download-03″]boost in aggregator conversions[/fusion_counter_box][fusion_counter_box value=”30″ unit_pos=”suffix” direction=”up” unit=”%”]increase in paid search effectiveness[/fusion_counter_box][/fusion_counters_box][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container][fusion_builder_container type=”flex” hundred_percent=”no” hundred_percent_height=”no” hundred_percent_height_scroll=”no” align_content=”stretch” flex_align_items=”flex-start” flex_justify_content=”flex-start” flex_wrap=”wrap” hundred_percent_height_center_content=”yes” equal_height_columns=”no” container_tag=”div” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” status=”published” border_style=”solid” box_shadow=”no” box_shadow_blur=”0″ box_shadow_spread=”0″ gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ background_blend_mode=”none” background_slider_skip_lazy_loading=”no” background_slider_loop=”yes” background_slider_pause_on_hover=”no” background_slider_slideshow_speed=”5000″ background_slider_animation=”fade” background_slider_direction=”up” background_slider_animation_speed=”800″ video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” pattern_bg=”none” pattern_bg_style=”default” pattern_bg_opacity=”100″ pattern_bg_blend_mode=”normal” mask_bg=”none” mask_bg_style=”default” mask_bg_opacity=”100″ mask_bg_transform=”left” mask_bg_blend_mode=”normal” absolute=”off” absolute_devices=”small,medium,large” sticky=”off” sticky_devices=”small-visibility,medium-visibility,large-visibility” sticky_transition_offset=”0″ scroll_offset=”0″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ margin_bottom=”0px” padding_top=”50px” padding_bottom=”50px” class=”study”][fusion_builder_row][fusion_builder_column type=”1_3″ type=”1_3″ layout=”1_3″ align_self=”auto” content_layout=”column” align_content=”flex-start” valign_content=”flex-start” content_wrap=”wrap” center_content=”no” column_tag=”div” target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” order_medium=”0″ order_small=”0″ padding_top=”20px” padding_right=”20px” padding_bottom=”20px” padding_left=”20px” hover_type=”none” border_style=”solid” box_shadow=”no” box_shadow_blur=”0″ box_shadow_spread=”0″ background_type=”single” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ lazy_load=”none” background_position=”left top” background_repeat=”no-repeat” background_blend_mode=”none” background_slider_skip_lazy_loading=”no” background_slider_loop=”yes” background_slider_pause_on_hover=”no” background_slider_slideshow_speed=”5000″ background_slider_animation=”fade” background_slider_direction=”up” background_slider_animation_speed=”800″ sticky=”on” sticky_devices=”medium-visibility,large-visibility” absolute=”off” filter_type=”regular” filter_hover_element=”self” filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ transform_type=”regular” transform_hover_element=”self” transform_scale_x=”1″ transform_scale_y=”1″ transform_translate_x=”0″ transform_translate_y=”0″ transform_rotate=”0″ transform_skew_x=”0″ transform_skew_y=”0″ transform_scale_x_hover=”1″ transform_scale_y_hover=”1″ transform_translate_x_hover=”0″ transform_translate_y_hover=”0″ transform_rotate_hover=”0″ transform_skew_x_hover=”0″ transform_skew_y_hover=”0″ transition_duration=”300″ transition_easing=”ease” scroll_motion_devices=”small-visibility,medium-visibility,large-visibility” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ sticky_offset=”100px” background_color=”rgba(56,64,79,0.05)” border_radius_top_left=”20px” border_radius_top_right=”20px” border_radius_bottom_right=”20px” border_radius_bottom_left=”20px” last=”false” border_position=”all” first=”true” min_height=”” link=””][fusion_text animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” fusion_font_variant_text_font=”var(–awb-custom_typography_10)” fusion_font_family_text_font=”var(–awb-custom_typography_10-font-family)” font_size=”var(–awb-custom_typography_10-font-size)” line_height=”var(–awb-custom_typography_10-line-height)” letter_spacing=”var(–awb-custom_typography_10-letter-spacing)” text_transform=”var(–awb-custom_typography_10-text-transform)”]IN THIS STORY[/fusion_text][fusion_table_of_contents allowed_heading_tags=”h2,h3″ limit_container=”custom” hide_hidden_titles=”yes” highlight_current_heading=”yes” enable_cache=”yes” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” counter_type=”none” icon=”fa-flag fas” counter_separator=”dot” item_text_overflow=”no” item_color=”var(–awb-color6)” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ fusion_font_variant_item_font=”var(–awb-custom_typography_7)” fusion_font_family_item_font=”var(–awb-custom_typography_7-font-family)” item_font_size=”var(–awb-custom_typography_7-font-size)” item_line_height=”var(–awb-custom_typography_7-line-height)” item_letter_spacing=”var(–awb-custom_typography_7-letter-spacing)” item_text_transform=”var(–awb-custom_typography_7-text-transform)” list_indent=”0px” item_padding_bottom=”10px” item_padding_left=”0px” item_highlighted_bg_color=”rgba(181,181,181,0)” item_highlighted_color=”var(–awb-color4)” item_hover_highlighted_color=”var(–awb-color3)” item_hover_highlighted_bg_color=”rgba(255,255,255,0)” select_custom_headings=”.study *” /][fusion_builder_row_inner][fusion_builder_column_inner type=”1_1″ type=”1_1″ layout=”1_2″ align_self=”auto” content_layout=”column” align_content=”flex-start” valign_content=”flex-start” content_wrap=”wrap” center_content=”no” column_tag=”div” target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” order_medium=”0″ order_small=”0″ hover_type=”none” border_style=”solid” box_shadow=”yes” box_shadow_blur=”20″ box_shadow_spread=”-10″ background_type=”single” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”270″ lazy_load=”none” background_position=”left top” background_repeat=”no-repeat” background_blend_mode=”none” background_slider_skip_lazy_loading=”no” background_slider_loop=”yes” background_slider_pause_on_hover=”no” background_slider_slideshow_speed=”5000″ background_slider_animation=”fade” background_slider_direction=”up” background_slider_animation_speed=”800″ sticky=”off” sticky_devices=”small-visibility,medium-visibility,large-visibility” absolute=”off” filter_type=”regular” filter_hover_element=”self” filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ transform_type=”regular” transform_hover_element=”self” transform_scale_x=”1″ transform_scale_y=”1″ transform_translate_x=”0″ transform_translate_y=”0″ transform_rotate=”0″ transform_skew_x=”0″ transform_skew_y=”0″ transform_scale_x_hover=”1″ transform_scale_y_hover=”1″ transform_translate_x_hover=”0″ transform_translate_y_hover=”0″ transform_rotate_hover=”0″ transform_skew_x_hover=”0″ transform_skew_y_hover=”0″ transition_duration=”300″ transition_easing=”ease” scroll_motion_devices=”small-visibility,medium-visibility,large-visibility” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ last=”true” border_position=”all” first=”true” margin_bottom=”10px” border_radius_top_left=”16px” border_radius_top_right=”16px” border_radius_bottom_right=”16px” border_radius_bottom_left=”16px” border_sizes_top=”1px” border_sizes_right=”1px” border_sizes_bottom=”1px” border_sizes_left=”1px” border_color=”#d9d9d9″ overflow=”visible” box_shadow_vertical=”10px” box_shadow_horizontal=”0px” box_shadow_color=”rgba(105,56,239,0.3)” type_medium=”2_3″ type_small=”1_1″ padding_top=”10px” padding_right=”10px” padding_left=”10px” padding_bottom=”10px” background_color=”var(–awb-color1)” min_height=”” link=””][fusion_global id=”18203″][/fusion_builder_column_inner][/fusion_builder_row_inner][/fusion_builder_column][fusion_builder_column type=”2_3″ type=”2_3″ layout=”2_3″ background_position=”left top” border_style=”solid” border_position=”all” spacing=”yes” background_repeat=”no-repeat” margin_top=”0px” margin_bottom=”0px” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” center_content=”no” last=”true” hover_type=”none” background_blend_mode=”overlay” first=”false” min_height=”” link=””][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” content_align=”left” size=”2″ text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”default” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” fusion_font_variant_title_font=”var(–awb-typography4)” fusion_font_family_title_font=”var(–awb-typography4-font-family)” font_size=”var(–awb-typography4-font-size)” line_height=”var(–awb-typography4-line-height)” letter_spacing=”var(–awb-typography4-letter-spacing)” text_transform=”var(–awb-typography4-text-transform)” margin_bottom=”20px”]The Challenge[/fusion_title][fusion_text animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky”]
A leading budget airline in Asia sought to optimize its marketing spend and measure the impact of campaigns across three key booking sources:
- Website Bookings: A growing channel with direct customer interaction and high-margin sales.
- Third-Party Aggregators: A major revenue driver, but with a high baseline due to organic demand and strong brand presence.
- In-Airport Sales: A comparatively small, immediate sales channel that accounted for a negligible share of bookings.
The airline faced additional complexity with a long buying cycle, where ads often influenced ticket purchases weeks later (carryover effect of 4–12 weeks). To overcome these challenges, the airline implemented two custom marketing mix models to account for the unique dynamics of its website and third-party aggregators while understanding the role of in-airport sales as a baseline.
[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” content_align=”left” size=”2″ text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”default” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” fusion_font_variant_title_font=”var(–awb-typography4)” fusion_font_family_title_font=”var(–awb-typography4-font-family)” font_size=”var(–awb-typography4-font-size)” line_height=”var(–awb-typography4-line-height)” letter_spacing=”var(–awb-typography4-letter-spacing)” text_transform=”var(–awb-typography4-text-transform)” margin_bottom=”20px”]The Challenge[/fusion_title][fusion_text animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky”]
- Build two custom MMM models:
- Website-Specific MMM: To measure the direct impact of paid campaigns on high-margin website sales.
- Aggregator-Specific MMM: To understand how marketing efforts influence third-party aggregator sales, factoring in a higher baseline due to organic demand.
- Accurately capture the carryover effect of marketing campaigns.
- Optimize budgets across channels to increase ticket sales and reduce inefficient ad spend.
- Forecast seasonal demand and support data-driven budget allocation.
[/fusion_text][fusion_builder_row_inner][fusion_builder_column_inner type=”1_1″ type=”1_1″ layout=”1_1″ align_self=”auto” content_layout=”column” align_content=”flex-start” valign_content=”flex-start” content_wrap=”wrap” center_content=”no” column_tag=”div” target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” order_medium=”0″ order_small=”0″ hover_type=”none” border_style=”solid” box_shadow=”no” box_shadow_blur=”0″ box_shadow_spread=”0″ background_type=”single” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ lazy_load=”none” background_position=”left top” background_repeat=”no-repeat” background_blend_mode=”none” background_slider_skip_lazy_loading=”no” background_slider_loop=”yes” background_slider_pause_on_hover=”no” background_slider_slideshow_speed=”5000″ background_slider_animation=”fade” background_slider_direction=”up” background_slider_animation_speed=”800″ sticky=”off” sticky_devices=”small-visibility,medium-visibility,large-visibility” absolute=”off” filter_type=”regular” filter_hover_element=”self” filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ transform_type=”regular” transform_hover_element=”self” transform_scale_x=”1″ transform_scale_y=”1″ transform_translate_x=”0″ transform_translate_y=”0″ transform_rotate=”0″ transform_skew_x=”0″ transform_skew_y=”0″ transform_scale_x_hover=”1″ transform_scale_y_hover=”1″ transform_translate_x_hover=”0″ transform_translate_y_hover=”0″ transform_rotate_hover=”0″ transform_skew_x_hover=”0″ transform_skew_y_hover=”0″ transition_duration=”300″ transition_easing=”ease” scroll_motion_devices=”small-visibility,medium-visibility,large-visibility” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ background_color=”var(–awb-color5)” padding_top=”20px” padding_right=”20px” padding_bottom=”20px” padding_left=”20px” border_radius_top_left=”20px” border_radius_top_right=”20px” border_radius_bottom_right=”20px” border_radius_bottom_left=”20px” last=”true” border_position=”all” first=”true” min_height=”” link=””][fusion_text animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” text_color=”var(–awb-color1)”]
Lifesight helped us gain a clear understanding of our channel mix and drove incremental results for our dealership. Their data-driven recommendations led to measurable outcomes, like improving dealership visits—directly impacting our sales performance 
[/fusion_text][fusion_text animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” text_color=”rgba(242,236,255,0.7)” fusion_font_variant_text_font=”200″ fusion_font_family_text_font=”Inter” font_size=”var(–awb-custom_typography_6-font-size)” line_height=”var(–awb-custom_typography_6-line-height)” letter_spacing=”var(–awb-custom_typography_6-letter-spacing)” text_transform=”var(–awb-custom_typography_6-text-transform)”]
Head of Marketing, Automobile dealership with $3M monthly media spend
[/fusion_text][/fusion_builder_column_inner][/fusion_builder_row_inner][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” content_align=”left” size=”2″ text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”default” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” fusion_font_variant_title_font=”var(–awb-typography4)” fusion_font_family_title_font=”var(–awb-typography4-font-family)” font_size=”var(–awb-typography4-font-size)” line_height=”var(–awb-typography4-line-height)” letter_spacing=”var(–awb-typography4-letter-spacing)” text_transform=”var(–awb-typography4-text-transform)”]Building Marketing Mix Models[/fusion_title][fusion_text animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky”]
- Two Custom MMM Models:
- Website-Specific MMM: Focused on evaluating paid search, social ads, and programmatic campaigns driving website bookings. This model emphasized direct attribution of campaigns to high-margin website ticket sales.
- Aggregator-Specific MMM: Designed to measure the incremental impact of marketing campaigns on third-party aggregator sales, considering a higher baseline of organic demand and existing brand strength. This model isolated incremental sales driven by ads.
- Incorporating External Variables:
Both models included external factors such as seasonality, competitor pricing, regional travel demand, and economic indicators like disposable income levels and currency fluctuations. - Addressing the Carryover Effect:
A carryover factor of 4–12 weeks was applied to ensure delayed purchases were accurately attributed to earlier campaigns. This provided a more realistic understanding of campaign performance and long-term effects.
- Baseline Differentiation:
The baseline for the aggregator MMM model was set higher than the website model, accounting for strong organic demand driven by brand loyalty and aggregator traffic. This approach ensured the model only captured incremental sales driven by marketing efforts. - Optimization and Forecasting:
The models identified over-investments in underperforming channels and campaigns, enabling smarter budget reallocations. Seasonal forecasts were generated to guide budget planning for peak travel periods.
[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” content_align=”left” size=”2″ text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”default” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” fusion_font_variant_title_font=”var(–awb-typography4)” fusion_font_family_title_font=”var(–awb-typography4-font-family)” font_size=”var(–awb-typography4-font-size)” line_height=”var(–awb-typography4-line-height)” letter_spacing=”var(–awb-typography4-letter-spacing)” text_transform=”var(–awb-typography4-text-transform)” margin_bottom=”20px”]The Solution[/fusion_title][fusion_text animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky”]
The tailored MMM models provided insights into how marketing efforts influenced ticket sales across the website and aggregator channels. Key findings included:
- Website Bookings:
- Paid search campaigns were the largest contributor, accounting for 35% of website sales, driven by high-intent users.
- Social ads performed well for top-of-funnel awareness, but their impact was delayed due to the long buying cycle, contributing 15% of sales after 8–10 weeks.
- Third-Party Aggregator Sales:
- Aggregator sales had a higher baseline, with 60% of sales occurring organically, driven by customer loyalty and repeat bookings.
- Incremental sales from campaigns were measured at 40%, highlighting the role of paid search and programmatic ads in attracting new customers.
- Reallocation of Budget:
- Over-investment in social ads for third-party aggregators was redirected to high-performing channels like paid search and programmatic campaigns targeting long-haul travelers.
- Localized campaigns targeting specific regions improved aggregator conversions by 15% and website sales by 20%.
- Seasonal Insights:
- The models revealed the optimal budget allocation for peak travel periods like holidays and reduced unnecessary ad spend during off-peak months, resulting in a 10% improvement in ROI.
[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” content_align=”left” size=”2″ text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”default” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” fusion_font_variant_title_font=”var(–awb-typography4)” fusion_font_family_title_font=”var(–awb-typography4-font-family)” font_size=”var(–awb-typography4-font-size)” line_height=”var(–awb-typography4-line-height)” letter_spacing=”var(–awb-typography4-letter-spacing)” text_transform=”var(–awb-typography4-text-transform)” margin_bottom=”20px”]Conclusion[/fusion_title][fusion_text animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky”]
By implementing two customized MMM, the budget airline gained precise insights into the unique dynamics of its website and third-party aggregator channels. These models enabled the airline to account for delayed purchase behavior, accurately measure incremental impact, and optimize ad spend across channels. This data-driven approach resulted in a 40% increase in ticket sales, improved ROI, and a roadmap for sustained growth across both direct and aggregator-driven bookings.
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