Case Study: Barceló Hotel Group's data transformation increases revenue and cuts marketing costs
Key results
The challenge
Barceló Hotel Group, a Spain-based hospitality company, wanted greater ownership and quality of the customer data feeding its marketing platforms. Fragmented data limited its ability to segment audiences precisely and control marketing spend.
The solution
The group adopted Tealium to unify and own its first-party data, then applied pattern-based segmentation and social retargeting campaigns built on that data. This gave the team direct control over the data flowing into its activation platforms.
“The most important thing Tealium has given us is being owners of everything we put into our platforms.”
JÁJohanna ÁlvarezAdtech and Attribution Modeling Specialist, Data and Digital Media, Barceló Hotel Group
The results, in context
Over two years the group increased revenue by 37% and decreased marketing costs by almost 6%. A pattern-based segmentation test returned a 55% open rate, 22% click-through rate, 22% conversion rate and three times the revenue of previous practices, while a social retargeting campaign produced a 240% increase in conversions and a 67% decrease in cost per acquisition.