Case Study: Omio improves incrementality measurement with Jampp

Omio improves incrementality testing with Jampp’s 2-group holdout methodology

Omio, a travel booking platform formerly known as GoEuro, faced the challenge of measuring the true incremental impact of its mobile app retargeting campaigns. The company needed to determine if showing ads to existing users actually changed their behavior and drove additional value, a complex task given the significant background noise from other marketing channels and seasonality effects that made isolating the effect of their ads difficult. They partnered with the vendor Jampp to address this.

Jampp implemented a robust incrementality testing methodology for Omio, which involved creating a randomized test group exposed to ads and a control group that was not. This apples-to-apples comparison allowed for a scientifically sound measurement of the campaign's true uplift by comparing the behavior of exposed users against a baseline. While specific numerical results were not disclosed, the tests confirmed that Jampp's campaigns provided positive incremental value. Importantly, the results varied by market and season, validating the need for continuous testing.

Omio