Case Study: Advantage Rent A Car achieves 25% lift in direct bookings in 90 days with BlueConic

Advantage Rent A Car Drives 25% Lift in Direct Bookings

Advantage Rent a Car, one of the largest U.S. car rental companies with locations in 44 major travel markets (and owner of EZ Rent‑A‑Car), was losing bookings to OTAs like Expedia and Kayak and needed a direct‑to‑consumer strategy. Lacking unified first‑party data and real‑time customer insights, they selected BlueConic (a customer data platform) to build the granular audience segments and personalized experiences required to drive more revenue from direct website bookings.

Using BlueConic, Advantage Rent a Car collected data on known and anonymous visitors to build persistent unified profiles (demographic, behavioral, interest and booking intent) and activated those profiles in real time to personalize homepage content by city and past browsing. BlueConic also pushed rich segments to the company’s ESP, Facebook Ads and Google Ads to optimize ad spend by geolocation—resulting in a 25% lift in direct booking conversion rate within 90 days.

Advantage Rent a Car

Mike Miller

Digital Marketing Manager