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Revenue attribution overhaul for a hospitality group
A hospitality group was misallocating their marketing budget based on last-click attribution. We implemented multi-touch attribution and uncovered $2.1M in revenue being credited to the wrong channels.
$2.1M
Hidden revenue identified
The Challenge
This hotel and resort group was spending $5M+ annually on digital marketing across search, social, OTAs, and email — but making budget decisions based on last-click attribution. They suspected their organic and email channels were undervalued while paid search was overcredited, but had no way to prove it. Marketing and finance couldn't agree on which channels were actually driving bookings.
Our Approach
We implemented a multi-touch attribution model using a combination of data-driven attribution and marketing mix modeling. First, we built a unified data pipeline that connected their booking engine, CRM, ad platforms, and website analytics into a single warehouse. Then we developed a custom attribution model that weighted touchpoints based on their actual contribution to conversion probability. We also ran incrementality tests on their top 3 channels to validate the model's findings.
The Results
What we delivered.
$2.1M misattributed
Revenue that was being credited to the wrong channels
Budget reallocation
30% of paid search budget shifted to higher-ROI channels
22% ROAS lift
Within 2 quarters of implementing new budget allocation
Unified reporting
Marketing and finance aligned on a single source of truth
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