Bookings Up! Scandic’s multichannel marketing and analytics focus improve conversions
Speakers: Therese Reuterswärd
Time: 15.15-16.00 Thursday, 8. Nov 2012
Session: Digital Marketing – How to use web analytics to attract more customers online
Track: Digital marketing
There is already a good level of awareness around Scandinavia’s biggest hotel chain – Scandic Hotels. So when the marketing team started planning the next campaign, they knew they had to do more than merely remind people of the company’s existence.
Today, approximately 20% of all room nights are booked through Scandic’s website, but in order to challenge the competition and the digitally savvy online travel agents, this share needed to increase.
In this talk, Therese Reuterswärd, Online Marketing Manager, will describe the process of determining an approach to a successful digital marketing campaign. Therese will share her strategy round finding synergies between PPC, Display, Video, email and Social Media. Using multichannel attribution, retargeting and advanced analytics she will explain how Scandic Hotels have reached maximum cost efficiency and conversion rate.