Case Study: TUI fly achieves 14% lower Cost of Sales and 9% higher average cart value with Criteo

TUIfly.com improves advertising efficiency with Criteo’s new engine and Engine Optimized Segments

TUIfly.com, the German flight portal of TUI Travel PLC, faced growing complexity in its performance-display marketing: multiple campaigns and manually managed segmentation (8–10 segments per destination) made it harder to improve advertising efficiency and keep up with data-driven goals. Keen to boost results, the team ran an A/B test of Criteo’s new Conversion Rate Optimizer (CRO) and Simple/Engine Optimized Segments in April 2014.

By shifting to Engine Optimized Segments—grouping users only by destination and letting Criteo’s CRO bid on users’ propensity to convert—TUIfly.com simplified CPC management and focused spend on the most valuable users. The change raised average cart value by 9%, lowered CPC by 5%, and cut Cost of Sales (COS) by 14%.

TUI fly

Gretlies Ringe

Marketing Campaign Manager