Martijn Hosten (Manager Digital Analytics, TUI)
Halewijn Schoonjans (Digital Marketing Technology Lead, TUI)
Location: Room 32A
Date: Tuesday, October 22
Time: 11:30 am - 12:10 pm
Pass Type: All Access, Main Conference, Digital
Theme: Marketing Analytics
Session Type: Session
Track: Measurement & Modeling
Vault Recording: TBD
Audience Level: Intermediate
Many attribution tools fall short due to limitations suchs as being a black box, no possibility to connect with other paltforms, manual work, unstability,... At TUI we have built a custom, end-to-end marketing attribution model based on statistical state of the art algorithms that would answer to all the limitations we experienced in the past. . The process that we have built is completely automated, hosted in Google Cloud and connected into our different advertiing platforms such as Meta, Google,... The output can be used for budget allocation, reporting and real-time bidding adjustments.