BMI Flying With Artemis

Challenge

Travel marketer BMI needed to maintain sales revenues from its online marketing campaign, but also cut a significant amount of £ from its media budget. Hoping to use insights from consumer search behavior to improve ROI, the Media Contacts BMI team looked into Artemis for a solution.

Strategy

Leveraging Artemis, Media Contacts’ proprietary digital campaign management and optimization system, the team was able to optimize more intelligently.

Through the use of Artemis’ proprietary Attribution Weighting model, it was discovered that 50% of revenue should be allocated to assist clicks, meaning half of revenues were being attributed to the wrong clicks.

Results

With a full understanding of the consumer journey, and accurate valuation of each touch-point, Media Contacts increased ROI by 24% and smashed revenue targets by 333%. Because of Artemis’ evidence-based Attribution methodology, every click was given an attribution that could be optimized to improve the results from Search campaigns.

UK client, BMI, took home a Data Strategy Award for Best Data Driven Marketing Solution.