Context & Objectives

A leading player in the tourism sector sought to rigorously evaluate the return on investment of its marketing portfolio across both online and offline channels. The client engaged Agilytic to develop a robust attribution model capable of isolating the specific impact of media spend from organic baselines, seasonality, and external pressures such as competitor activity.

Approach

We collaborated closely with the client’s internal teams to deploy an advanced econometric model designed to deconstruct sales drivers. The analysis focused on three strategic dimensions:

• Channel Dynamics: Differentiating the distinct behavioral drivers behind online versus brick-and-mortar sales.

• Contribution Analysis: Quantifying the incremental sales lift generated specifically by offline versus digital marketing activities.

• Interaction Effects: Mapping the cross-channel synergies between different marketing initiatives.

To ensure long-term value, the engagement concluded with a structured handover of all analytical assets and code, empowering the internal team with full autonomy and enhanced data literacy.

Results

The attribution model provided the client with granular visibility into media performance, enabling immediate strategic adjustments:

• Strategic Transparency: The client gained a precise understanding of channel responsiveness to specific marketing stimuli.

• Budget Optimization: The analysis identified saturation points, allowing the client to reallocate budget from over-invested channels to high-potential areas, thereby maximizing efficiency.

• Channel Effectiveness: The insights defined the most effective communication pathways for each medium, ensuring future campaigns are data-driven.