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IBC Hotels – Improved Tracking, Reach, and Attribution

IBC Hotels – Improved Tracking, Reach, and Attribution

By   March 10th, 2016

“It makes my job a lot easier, and now I don’t have to spend all day combing through spreadsheet after spreadsheet, trying to figure out where a booking value came from because it’s nowhere in
my system.”

– Kevin High / Digital Marketing Manager, IBC Hotels

IBC Hotels had a retargeting problem. Not only were they unable to easily attribute conversions – they were having a hard time even implementing their existing solution’s dynamic tracking code, and considered their vendor’s service team “unknowledgeable and nonexistent.”

IBC Hotels prides itself in introducing travelers to unique, locally owned hotels all over the world. Since IBC makes commission on each acquired booking, it’s crucial for them to accurately attribute the source of their conversions and revenue.

If they were going to lower cost and increase ROI, they needed a platform that would make their jobs easier, not more burdensome and clunky.

Enter Marin Display

IBC implemented Marin Display – with its Site Tracking Tag – to build audiences for retargeting across channels and devices. IBC found Marin Display’s tracking solution worked flawlessly and was easier to implement than their previous retargeting solution.

The Site Tracking Tag allowed IBC to automatically collect important information such as order ID and revenue, and to easily attribute conversions. IBC could then effortlessly access this data and
export it.

From here, they were able to optimize their retargeting funnel, attribute conversions accurately back to their own internal reporting, and ultimately lower CPM and improve ROI.

Learn more and see full results in our IBC Hotels case study.