Case Study: Scandinavian Airlines boosts ROAS by 93% with Merkle's custom attribution model

Scandinavian Airlines increases ROAS by 93% with Merkle

The customer, Scandinavian Airlines (SAS), wanted to move away from a last-click attribution model to better understand the incremental revenue and return on ad spend (ROAS) of all its marketing channels across key international markets. They partnered with the vendor Merkle to develop a custom attribution solution that would provide actionable insights through a comprehensive dashboard.

Merkle hosted an attribution workshop and analyzed customer journeys to develop a custom attribution model within Google Analytics. They created a cross-channel dashboard and an agile process for reviewing performance with media agencies. This solution enabled SAS to reallocate budgets more efficiently, resulting in a 93% increase in ROAS in the US and a 47% increase in the UK, alongside a 6.6% YoY revenue increase for the UK market. Merkle's work provided the sophistication needed for optimal budget allocation and accurate revenue forecasting.

Scandinavian Airlines