Multi-Touch Attribution Case Study: Major UK Travel Company

    Clearing the Fog to Prove ROMI Across Every Channel

    £250K saved by reducing CRM mail volume 20% with no loss in revenue

    CMO justified the full marketing budget using attribution data

    CRM strategy was fine-tuned with improved performance insight

    Case Study Snapshot

    • Who: Major Travel Company in the UK
    • Challenge: Lack of insight into true marketing performance and cross-channel influence, making it difficult to justify budget and allocate spend
    • Solution: Multi-Touch Attribution using UniFida’s CDP and machine learning to track, value, and report on the full customer journey
    • Results: Marketing performance proved to the board, £250K saved in CRM costs, and increased confidence in future spend allocation

    Client Overview

    • A major UK travel company
    • Running campaigns across digital and offline channels
    • Faced challenges in understanding how different touchpoints influenced bookings
    • Its existing reports lacked the depth to reveal true ROI or cross-channel synergy

    The Challenge

    Despite having multiple marketing performance reports, the travel company lacked a view of the true incremental value marketing delivered to the bottom line. 

    As the next year’s marketing budget review approached, the CMO needed to prove the ROI of each channel and understand how online and offline activities worked together to drive bookings. 

    Without attribution clarity, spend decisions remained guesswork.

    The Solution

    It was clear that a robust Multi-Touch Attribution model needed to be implemented to reveal the performance of individual channels, cross-channel interactions, and ROIs.

    This first required understanding the customer journeys so that we could tailor our Marketing Attribution to the specific needs of the company and the involved channels.

    We used our Customer Data Platform (CDP) to link together the journey leading up to each conversion, identifying the time between touchpoints, and mapping the journey to the sales funnel to see which channels initialised, held, or closed the booking.

    We then used machine learning to give values to each step in the journey, providing a view of how each channel impacted the final conversion.

    Marketing attribution reports were then produced, revealing the share of value of each channel, as well as the number of sales by individual and cross-channel interactions.

    Results & Benefits

    Implementing such a solution allowed the travel company’s CMO to prove the value of their marketing activities, and the impact this was having on the businesses’ bottom line.

    By being able to attribute specific sales and conversions to certain marketing campaigns, the CMO was able to justify the historic budget spent on marketing and showcase its importance within the company.

    Furthermore, the Head of CRM was able to fine-tune their direct mail and email strategies by analysing customer data and behaviour from the reports.

    They subsequently reduced mailing volumes by 20% without any loss in sales, resulting in a cost-saving of £250,000 that could then be reinvested into other marketing channels.

    ✔ £250K saved by reducing CRM mail volume 20% with no loss in revenue

    ✔ CMO justified the full marketing budget using attribution data

    ✔ CRM strategy was fine-tuned with improved performance insight

    ✔ Customer journey clarity enabled more strategic campaign planning

    ✔ Multi-channel ROI visibility unlocked smarter budget allocation