Problem

At Azamara, our Sales teams in NA and AUS markets include several trade partners who monitor and advise to dozens of agencies in their assigned regions. When they want to increase brand performance, they would do so by investing in campaigns for their agencies. However, there was no way to track the revenue and booking totals during a selected period under an agency, making it difficult for partners to analyze how much was invested in the campaign and understand the return on investment.

To address this issue, we needed to identify market share across the various agencies in both NA and AUS. We also needed to create a campaign performance dashboard for each agency to best identify agency performance without having the numbers for revenue and bookings dip or peak because of the success or failures of bigger agencies.

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Solution

To achieve our goal, we developed a return-on-investment model based on revenue and bookings by identifying market share distribution and brand resilience across North American and Australian markets. We used bookings data found in our EC200, ASR, SDSS databases to set a comparison between the agencies in pre- and post-periods while considering the brand.

We identified incremental growth on both metrics by increasing the granularity of data showing Daily, WoW, and MoM totals of different metrics. As a result, trade partners were able to see their investment and return using total revenue and bookings metrics to determine success. By comparing the selected agency to the Azamara brand, agents were able to determine whether it would be best investment more on a campaign for that agency or move to other agencies performing well.

Impact

Increased return on investment by 10%
Enabled sales teams to successfully identify areas for investment and seek greater returns than in previous years

"Quote of how incredible of an impact this had."

Team

Team Member #1 - Data Analyst
- Identified market share distribution and brand resilience across North American and Australian markets
- Analyzed bookings data found in EC200, ASR, SDSS databases to set a comparison between the agencies in pre- and post-periods while considering the brand
Team Member #2 - Software Engineer
- Created a campaign performance dashboard for each agency to best identify agency performance without having the numbers for revenue and bookings dip or peak because of the success or failures of bigger agencies.
- Increased granularity of data showing Daily, WoW, and MoM totals of different metrics to enable trade partners to see their investment and return using total revenue and bookings metrics to determine success.

Azamara Boosts ROI by 10% with Agency Performance Dashboard