Booking.com Evolves Their Measurement with Ads Data Hub
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Case Study
Booking.com Evolves Their Measurement with
Ads Data Hub
Tags
Ads Data Hub
Google Marketing
Platform
As your customers become more interested in how
their data is being used online, managing data
and discovering insights can get more
challenging. Booking.com, one of the world’s
largest online travel platforms, wanted to
evolve the way they collect, store and use data
as their customers demand more in terms of
privacy. So Booking.com used Ads Data Hub to
get insights into the performance of their
campaigns while protecting the privacy of their
customers. The company was able to answer
important questions—like creative, audience and
publisher performance—that can be used to make
better decisions to drive incremental user
acquisition. Watch the video to learn how using
Ads Data Hub helped Booking.com evolve its
approach to ad insights and improve its
analytics without compromising user privacy.
Email support available
Marc-Antoine Lacroix, Marketing
Technology Specialist: At Booking.com,
what we aim for is to be the one stop shop for
all of your travel needs. So let it be for
accomodations, renting a car, booking a flight.
Lacroix: Our customers are
becoming more and more interested in how their
data is being used online. So as an
organization, it's incredibly important that we
also evolve and we innovate the way that we
collect data, store data and also use this
data.
Matthijs van Geffen, Media Analytics
Manager: We're always relentlessly
innovating and on the hunt for the latest
technology to strive for a high level of
quality in our analytics.
van Geffen: Ads Data Hub is a
secure cloud environment that contains all of
our Google Marketing data and allows us to
analyze the data while protecting the privacy
of our customers.
Lacroix: With Ads Data Hub, we
don't actually have direct access to the
customer information. What we obtain through
these queries is aggregate information,
information that we can use to improve,
optimize, or make better decisions about our
Google marketing campaigns.
van Geffen: Ads Data Hub
provides us the insights into the performance
of an individual campaign, to drive incremental
user acquisition.
Lacroix: We are able to answer
some questions like which creative works best
with which audience, or which campaign actually
works best with which publisher. So it's a very
insightful platform in the sense that we are
able to not only obtain these insights, but
also calculate some important metrics like the
return on investment of each of our campaigns.
Lacroix: Thanks to Ads Data
Hub, we can continue to evolve as our customers
demand more in terms of privacy.
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