Case Study: Parc Astérix achieves 56% higher turnover and 36% lower CPA with Performics

Providing Maximum Sales within a Budget Constraint

Parc Astérix, the theme park near Paris, faced a multichannel media allocation challenge: how to distribute a fixed annual marketing budget across channels to generate the maximum possible ticket sales. The objective was to identify the optimal investment mix under a strict budget constraint across SEA, display branding, display performance, retargeting, and affiliation.

Performics’ Business Efficiency team worked with channel experts and applied a consumer-microeconomics–based modeling methodology to define media CPAs and optimal channel shares at different budget levels. The recommendation was to double investment in paid search, maintain spend on display performance and retargeting, and cut others, yielding a theoretical 56% increase in turnover and a 36% reduction in CPA. *In theory.*

Parc Astérix