hotelbeds
Optimizing Marketing Attribution with Markov Chain Analysis
Industry: Hospitality & Tourism
hotelbeds is the world’s largest provider of hotel distribution and tourism services.
Since 2001, the company has supported travel agencies, airlines and tour operators with digital platforms for booking accommodations, mobility services and activities. With a presence in over 180 markets, hotelbeds delivers scalable and data-driven solutions to optimize global access to travel products and improve the efficiency of the B2B tourism ecosystem.
Status quo
To better allocate its marketing budget, hotelbeds sought to understand the influence of digital channels such as organic search, social media, display ads and email marketing on customer conversions.
However, the existing tracking setup failed to provide reliable attribution insights across touchpoints. There was no system in place to consistently assess how multiple marketing channels influenced the customer journey and final conversion.
The challenge
The goal was to implement a data model that could track and evaluate user interactions across multiple channels and attribute them to conversion events.
A key challenge was the full reconstruction of interaction paths—accounting for time stamps, source channels, and conversions. The system needed to simulate how channel changes would impact ROI and provide predictive modeling to support future campaign planning and efficient budget allocation.
The solution
CONVOTIS implemented a Markov chain analysis to assess marketing attribution across all touchpoints.
User journeys were tracked in detail and analyzed based on conversion probability per channel. Conversions such as bookings and sign-ups were integrated along with time stamps and user identifiers. Tools like AWS, Snowflake, Google Tags, Python, Google Analytics and Tableau were used to efficiently process and visualize data in interactive dashboards for ongoing campaign optimization.
The result
The analysis delivered clear insights into the most effective marketing channels and their contribution to conversion.
With CONVOTIS’ solution, hotelbeds was able to realign its digital marketing strategy and optimize its spend based on proven channel performance. The predictive model supports more efficient campaigns, reduces spending on low-impact channels, and increases ROI through targeted budget allocation and improved conversion tracking
Technische
Highlights
Even complex projects can be summarised in clear technical terms. Key figures and distinctive features provide insight into the concrete implementation – measurable, tangible, and transparent.
- Markov chain analysis for cross-channel attribution
- Conversion data linked with time stamps and user IDs
- Integration of Snowflake, AWS, Python, Tableau, Google Analytics
- Full customer journey path modeling
- Predictive simulation of campaign scenarios
- ROI impact measurement via data-driven modeling
Thanks to the Markov chain analysis implemented by CONVOTIS, hotelbeds gained actionable insights into conversion behavior. The system supports better budget decisions, improves ROI and enables predictive planning for marketing campaigns—helping allocate resources to the most effective channels.
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