Case Study: Meliá Hotels International boosts digital advertising ROI with Analytic Edge MMM automation

Meliá Hotels International boosts ROAS by 36% with Analytic Edge

The customer, Meliá Hotels International, a global Spanish hotel chain, faced the challenge of optimizing its digital advertising ROI amid increasing signal loss from privacy regulations. They partnered with the vendor Analytic Edge to leverage their NextGen Marketing Mix Modeling (MMM) platform, Demand Drivers, to gain better measurement and budget allocation insights.

Analytic Edge implemented its automated MMM solution, which uses APIs and AI to model attribution across all media channels. This provided Meliá with always-on decision support and actionable insights for budget optimization. The collaboration resulted in a significant 36% increase in Return on Advertising Spend (ROAS) over a one-year period.

Meliá Hotels International