ACSI is a leading campsite specialist founded in 1965. They provide a camping guide full of useful information, reviews and quality standards of campings within Europe. Their database contains information from more than 9600 campsites. Their website www.eurocampings.eu is, in fact, the most visited camping site in Europe. Consumers can filter on geographical level or camping features while the campsite owners can advertise to get a more prominent position in the ranking view.
ACSI was looking for a solution that would help them grow their online advertising model. Their cost-per-click (CPC) actuals showed results up to 50.000 clicks per day. They were running their operations using the reporting facilities of each production application on its own. Having no Enterprise Data Warehouse or Central Reporting they had information from all kinds of resources to rely on. It was hard to correlate responses from marketing campaigns and booking information with customer behaviour on the website.
To format reports, ACSI used Excel with data from different production applications. The results did not provide fast and useful insight to track and trace CPC behaviour accurately and to judge the effectiveness of their CPC advises.
Peter Dekker, Financial Manager of ACSI, got in touch with Crystalloids and chose InsightOS with various viewers. The tool is built on Google BigQuery and Google Apps Engine and enables marketing and sales departments to be more actionable and their portfolio more profitable.
The dashboard for internal sales people needed to be user-friendly, quick and scalable so that they could sort, filter and compare their CPC data by their characteristics such as camping chain, CPC contract, region, region size, camping, camping size, action types and dates
This solution allows ACSI to have insight in the development of ACSI’s CPC contract portfolio and it’s performance. It also gives the organisation a more effective way to convince camping owners of the benefits of a CPC-contract. The web application’s interface allows users to focus on specific CPC data by just clicking a button to see, for example, CPC actuals for campings in a particular region or within a particular time frame.
According to Richard Verhoeff from Crystalloids, the application’s most distinguishing feature is its speed: “Google's BigQuery Service makes it possible to examine millions of records in seconds. Other business intelligence solutions could take eight minutes to come back with an answer. That’s way too long. Speed is an essential part of our application, and BigQuery Service gives us that."
ACSI can now easily track CPC trends, improve the CPC advises and adapted their marketing and sales tactics to maximise the CPC results. The time spend on CPC contract evaluations is more useful since more relevant insight is available.
The team can quickly sort, filter and compare the CPC data based on selections of CPC characteristics. Reports that took hours to run now take seconds to get the same answer. Besides, the company does not have to worry about managing the application. As the next step, Crystalloids will integrate the tour-operating booking data of Eurocampings and Suncamp into the InsightOS Platform.
The InsightOS Arrival Viewer, one of the existing InsightOS Applications, is specially designed for leisure' operators who need insight into their profitability and portfolio (e.g. hotel rooms and camp pitches). Thanks to that their marketing and sales processes can be more actionable and their portfolio more profitable.
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