Case Study: TUI achieves more effective ad targeting and reduced media spend with Google Cloud Platform

TUI France Building a data-driven media strategy on Google Marketing Platform and Google Cloud

TUI, a global tourism group, needed a better way to use its marketing and CRM data to improve ad targeting and reduce media spend in a highly competitive travel market. Working with Google Cloud Platform and partner Artefact, TUI France aimed to consolidate scattered customer information and make more data-driven decisions across its campaigns.

Google Cloud Platform implemented a solution combining CRMint, Google Marketing Platform, BigQuery, and AI Platform to unify data, score purchase intent, and guide bidding and audience targeting. The result was 91% accuracy in predicting customers most likely to buy, a 7.5x lower cost per sale on display, and a 29% reduction in the cost of bringing customers to the website.

TUI

Hamis Badarou

Head of Digital Analytics