Tracking & optimisation expertise

Tracking advertising response is not as simple as measuring the direct response from one single media.

Discovering what is sometimes called the last-click in digital marketing is easy enough, but is insufficient because we know that consumers use a number of media and a number of paths en-route to making a booking. We need to find out which media contribute and how much at each stage along that path.

Because all clients face the same situation and travel advertising continues to depend on both online and traditional media, we have developed an integrated response-tracking framework to help our clients understand their advertising performance. We call this FIRE; your Fully Integrated Response Engine.

Equipped with response data about phone calls generated on and offline, as well as the website landings and actions generated by digital media, we are able to analyse patterns of response for you and to identify those media that contribute most at each stage of the booking process.

Our commitment to developing these systems and to understanding how to attribute value to media investments is just another indication of our total focus on business performance.