Select Page

Attribution Examples for the Travel/Tourism Industry

Let’s dive into the travel and tourism industry, focusing on specific online offers or coupons as the trackable conversion. The aim is to be as strategic and tactical as NuSpark Media Group, ensuring that every marketing dollar is well-spent. We’ll explore two scenarios using Time-Decay and Position-Based attribution models, incorporating four paid media channels in each example.

Example 1: Time-Decay Attribution Model

Scenario: A traveler first learns about the travel agency’s “Buy One Get One 50% Off on Weekend Getaways” offer through a TV ad featuring a QR code. They scan the code and land on the agency’s offer page. A few days later, they see a Retargeting ad while scrolling through a travel blog that reminds them of the offer. They then encounter an Online Display ad on a news website promoting the same deal. Finally, they convert by clicking on a Facebook ad that leads them to claim the coupon.

Paid Media Channels:

  • TV ad with QR code
  • Retargeting ads
  • Online Display
  • Facebook

Attribution Breakdown:

  • TV ad with QR code: 10% credit
  • Retargeting ads: 20% credit
  • Online Display: 30% credit
  • Facebook: 40% credit

Insights:

  • The Time-Decay model gives the most credit to the touchpoints closest to the conversion. Facebook, being the final nudge, gets the most credit.
  • Online Display and Retargeting ads act as crucial middle touchpoints, keeping the travel agency and its “BOGO 50% Off” offer top-of-mind.
  • The TV ad, although the first touchpoint, receives the least credit but is essential for initial awareness.

Example 2: Position-Based Attribution Model

Scenario: A traveler initially discovers the travel agency’s “20% Off Adventure Packages” offer through an Instagram ad. They then see an Online Display ad while browsing a lifestyle website that promotes the same offer. Later, they encounter a Retargeting ad on another site reminding them of the 20% discount. Finally, they convert after clicking on a Google Paid Ad that leads them to the coupon.

Paid Media Channels:

  • Instagram
  • Online Display
  • Retargeting ads
  • Google Paid Ads

Attribution Breakdown:

  • Instagram: 40% credit (First Touch)
  • Online Display: 10% credit (Middle Touch)
  • Retargeting ads: 10% credit (Middle Touch)
  • Google Paid Ads: 40% credit (Last Touch)

Insights:

  • The Position-Based model gives significant credit to the first and last touchpoints. Instagram and Google Paid Ads each get 40% of the credit, emphasizing their critical roles in the customer journey.
  • Middle touchpoints, Online Display and Retargeting ads, still play a role but are considered less influential in this model.

Strategic and Tactical Takeaways:

  • Both models highlight the need for a multi-channel approach, leveraging the unique strengths of each platform.
  • Time-Decay is useful for campaigns where nurturing leads is vital, while Position-Based is excellent for emphasizing the importance of the first and last touchpoints.

By employing these attribution models, you can make data-driven decisions that align with your objectives, much like how NuSpark Media Group operates to produce stellar results.

Meet with Founder Paul Mosenson Schedule Call with Calendly
Hello. Add your message here.