How we helped TUI increase web-generated revenue

The Challenge

TUI needed a system that could track online and offline activity which would ultimately lead to an improved online marketing strategy and increased return on investment (ROI). This solution would need to be able to track where their customers came from, what path they took to get there and what keywords they used.

The Solution

Following a rigorous selection process, TUI chose ResponseTap’s Call Intelligence solution because of its comprehensive set of features designed specifically for marketers and the accuracy of the data being collected.

Another deciding factor was how easily ResponseTap could be integrated alongside TUI’s other marketing systems including Google AdWords and their bid management platform.  The ResponseTap platform now tracks a multitude of variables about the customer’s path to purchase, including the keyword they used to find the site, the pages they looked at before, during and after the call, the date and time of the call, as well as the sales value of the call.

Through working with ResponseTap, TUI Group are now able to successfully attribute offline bookings where the customer journey began on the website. This has resulted in an increase in web-generated revenue.

The Results

The brands within the TUI Group  are now able to see phone call conversions alongside their online conversions, allowing them to analyse which ads are under-performing and which were proving successful. This has given them a much clearer picture of their ROI, making it easier to optimize future activity based on the campaigns and keywords that work best. This has led to nearly a 50% reduction in their cost per lead and enabled them to strategically increase their spend to obtain more leads.

Due to the sometimes complex nature of our holidays, many customers prefer to call to make the final booking after visiting the website. As soon as that happened we were losing valuable insight about their journey. ResponseTap has solved this problem. Not only can we see which sources of traffic are generating relevant visitors, it has helped us enhance the websites to give our customers a better all-round experience.
Jo Bradbury, TUI Travel PLC

Digital Acquisition Manager

Straightforward pricing

With simple, fixed pricing, we’ve made budgeting for Call Intelligence easier than ever before.

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