Case Study: TUI achieves lower media spend and smarter ad targeting with Looker

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

TUI France, part of the global tourism group TUI, needed a better way to use fragmented CRM and marketing data to improve media targeting and reduce ad spend. Working with Looker and related Google Cloud tools, TUI aimed to bring data-driven decision-making to its travel marketing strategy and identify the customers most likely to book.

Looker helped TUI unify customer and campaign data into one platform for analysis, enabling predictive modeling and weekly retraining to keep results current. The solution delivered 91% accuracy in identifying purchase-intent customers, cut cost per sale on display by 7.5x, and reduced website acquisition costs by 29%.

TUI

Hamis Badarou

Head of Digital Analytics