Case Study: Secret Escapes boosts customer data accuracy and AI-driven marketing with Snowplow

Secret Escapes Transforms its Customer Data Strategy and Unlocks AI-Driven Marketing with Snowplow

Secret Escapes, the online travel and experiences company, needed richer, more reliable customer data to improve marketing attribution, personalization, and decision-making across web and app channels. Its existing tracking setup, including MongoDB and Google Analytics, was too fragmented, affected by ad blockers and cookie deprecation, and couldn’t deliver a complete customer 360 view. Secret Escapes turned to Snowplow, using Snowplow CDI for app tracking, to strengthen its data foundation.

With Snowplow, Secret Escapes expanded into server-side tracking, integrated data with Snowflake, Tableau, and Iterable, and used enrichment features like user agent, geo-location, device, and bot filtering. The result was a 5% increase in product page view accuracy, a 15% improvement in logged-out user attribution, and cost savings from moving off Google Analytics. Snowplow also enabled better marketing attribution, AI-driven personalization, and faster, more trusted decision-making across the business.

Secret Escapes

Richard Warriner

Digital Analytics Manager