Digital ROI Tracker
The situation
The client was investing in digital marketing across multiple channels, but couldn’t clearly link spend to bookings.
The opportunity
Reams of data already existed across analytics, booking, and advertising platforms. If it could be brought together in one place, the client would have a clear view of how marketing activity translated into bookings and revenue.
How we made it happen
We brought together marketing performance, booking data, and ad spend into a single reporting model. Conversion data was pulled from Google Analytics, bookings from central reservation and PMS systems, and media spend from paid channels.
Those feeds were combined into a Power BI model that showed net conversion revenue by channel, by month. An Excel front end allowed teams to adjust assumptions and views without needing technical support.
What changed
- Clear visibility of which marketing channels generated positive return
- Conversions attributed based on actual contribution, without double counting
- Cancellations excluded and ancillary revenue included for a more accurate picture
- Marketing and finance teams working from the same numbers
- A reporting setup that was easy for end users to operate and adapt
Why it matters
Marketing decisions became grounded in provable outcomes and the business gained a reliable view of how digital activity translated into bookings and revenue.
