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Scandic Hotels Group faced the challenge of validating upper-funnel marketing activities in a performance-driven environment. By combining Alvie's attribution with Brand Lift and causal impact studies, the team confidently shifted budgets to Demand Gen, proving its direct impact on purchase intent and long-term revenue.
Scandic Hotels Group is the largest hotel operator in the Nordic countries, operating over 280 mid-market, sustainability-focused hotels across approximately 130 destinations. To sustain long-term revenue growth, they needed to validate the effectiveness of mid- and upper-funnel marketing on measurable business outcomes. In a highly performance-driven environment, proving the direct impact of these upper-funnel activities was crucial.
Supported by Precis, Scandic implemented Demand Gen campaigns - including the addition of YouTube - utilising target return on ad spend (tROAS) bidding. To measure this effectively, they replaced their legacy connector tool with Alvie's Attribution and Budget Optimiser services. In addition, we imported custom data to assist in the management of paid social efforts and to evaluate channel contributions beyond the bottom funnel. This allowed them to shift budgets towards mid- and upper-funnel channels with confidence.
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Alongside the strong results reported by Alvie, Scandic wanted additional measurement layers to understand the true impact of their Demand Gen activations. By combining Alvie's custom attribution model with causal impact studies and Brand Lift measurement, they could conclusively prove the incremental benefit of their campaigns. This robust measurement triangle gave them the confidence to uncap budgets and maximise revenue.
By embracing a broader measurement framework, Scandic successfully validated their upper-funnel investments. The integration of Alvie not only streamlined their reporting infrastructure by replacing legacy tools, but it also provided the essential insights needed to shift budgets towards scalable demand generation.
Scandic Hotels Group faced the challenge of validating upper-funnel marketing activities in a performance-driven environment. By combining Alvie's attribution with Brand Lift and causal impact studies, the team confidently shifted budgets to Demand Gen, proving its direct impact on purchase intent and long-term revenue.
Scandic Hotels Group is the largest hotel operator in the Nordic countries, operating over 280 mid-market, sustainability-focused hotels across approximately 130 destinations. To sustain long-term revenue growth, they needed to validate the effectiveness of mid- and upper-funnel marketing on measurable business outcomes. In a highly performance-driven environment, proving the direct impact of these upper-funnel activities was crucial.
Supported by Precis, Scandic implemented Demand Gen campaigns - including the addition of YouTube - utilising target return on ad spend (tROAS) bidding. To measure this effectively, they replaced their legacy connector tool with Alvie's Attribution and Budget Optimiser services. In addition, we imported custom data to assist in the management of paid social efforts and to evaluate channel contributions beyond the bottom funnel. This allowed them to shift budgets towards mid- and upper-funnel channels with confidence.
Alongside the strong results reported by Alvie, Scandic wanted additional measurement layers to understand the true impact of their Demand Gen activations. By combining Alvie's custom attribution model with causal impact studies and Brand Lift measurement, they could conclusively prove the incremental benefit of their campaigns. This robust measurement triangle gave them the confidence to uncap budgets and maximise revenue.
By embracing a broader measurement framework, Scandic successfully validated their upper-funnel investments. The integration of Alvie not only streamlined their reporting infrastructure by replacing legacy tools, but it also provided the essential insights needed to shift budgets towards scalable demand generation.
