Travel

Account for the Impact of Seasonality, Pricing and Availability

One of the biggest challenges faced by advertisers in the travel industry is dealing with seasonality. In an industry where most bookings are made in the month of January, all players release their maximum advertising effort simultaneously and predominantly in a single period. This makes it difficult to analyse the impact of your media investments and to isolate cross-effects.

We help you find out how big a role that one specific television campaign eventually played in the conversion and predict the effectiveness of future investments.

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The Key to a Successful Media Mix Model

Media mix modelling allows you to measure the effect of our offline television and radio campaigns. This blog will discuss when to use the media mix model, how to set up a good media mix model and how to combine the results with those of the MTA model.
objective partners branding

Rethinking branding metrics: how to turn brand consideration into a performance metric

What if branding could become a performance channel? We measured the effect of brand consideration campaigns and gathered new insights by developing innovative metrics. This allowed us to model long-term brand consideration and media spend to incorporate branding in media budget allocation calculations.

Analytical Maturity in the Dutch Travel Industry

To be able to make decisions for all business processes based on maths and analytics, analytical maturity is critical. We highlight the importance of data and analytics, report the results of our study to determine the level of analytical maturity in the Dutch travel industry, analyse emerging trends and extract several lessons for the future.