Case Study: a global travel brand unifies online and offline revenue measurement with Ruler Analytics

Global Travel Brand unifies marketing measurement with Ruler Analytics, attributing $400M+ across channels

The customer, a global travel brand, faced significant challenges in measuring marketing ROI due to its complex sales model, which included online, phone, and third-party travel agent bookings. This fragmentation made it impossible to connect upper-funnel activities like CTV ads to offline revenue using traditional analytics. The brand partnered with Ruler Analytics to implement a unified measurement system combining MTA (multi-touch attribution) and MMM (marketing mix modelling).

Ruler Analytics implemented a solution that unified online and offline revenue data and integrated with the CRM to attribute offline sales. Using MMM and their Scenario Planner, they modelled 100 weeks of historical data to provide a holistic view of performance. This enabled the brand to make revenue-based decisions, validating their CTV investment and achieving an 8x blended ROAS while attributing over $400 million in revenue across channels.