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Insight to action: Using survey data to target customers and increase ROI through digital media

Date of publication: June 15, 2015

Catalogue: Congress 2015: Revelations

Company:

Authors: Chris Freehauf, Morgan Lozier, Phil Maves

Abstract:

Our client, InterContinental Hotels Group (IHG), wanted to increase consideration for stays, as well as web site bookings, for their Holiday Inn brand through an online ad campaign. TNS used a proprietary research survey tool, ConversionModel, to reach the right consumers open to Holiday Inn Hotels, and then scaled that audience using cookies to find millions of similar US online consumers. Using TNS digital segment targeting, this approach delivered a 38% increase in Holiday Inn brand consideration, and a 514% booking increase for those exposed to the ad campaign, vs. an identical control group.

Chris Freehauf

Author

This is a long description of some author details.

Morgan Lozier

Author

This is a long description of some author details.

Phil Maves

Author

This is a long description of some author details.

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Freehauf, Lozier and Maves (2015a, June 15). Insight to action: Using survey data to target customers and increase ROI through digital media. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/econometric-sales-modelling-to-determine-media-roi