Travel & HospitalitySourced

Case Study: Tallink Silja Line improved ROAS 50% with Funnel marketing measurement

Tallink Silja Line Case StudySourced & dated by Case Study Desk

Key facts · TL;DR

Company

Tallink Silja Line

Industry

Travel & Hospitality

Challenge

Fragmented data and last-click attribution skewed budgets

Headline result

Tallink Silja Line added Funnel's marketing mix modeling to reallocate budget, improving return on ad spend 50% while increasing paid-media revenue 26% and cutting spend 16%.

Key results

50%

Improvement in return on ad spend

26%

Increase in revenue from paid digital media

16%

Reduction in paid media budget

The challenge

Tallink Silja Line struggled with fragmented data across multiple markets and channels. Ad platforms over-reported their own contribution, and reliance on GA4 last-click attribution undervalued top-of-funnel activity, making objective budget allocation difficult.

The solution

The company added Funnel's marketing mix modeling to its existing Funnel reporting platform to measure channel contribution and reallocate budget accordingly.

“Thanks to this new budgeting process, we managed to increase revenue while decreasing spending.”
OT
Otto Kregor Tagapere
Data Scientist, Tallink Silja Line

The results, in context

A new budgeting process delivered a 50% improvement in return on ad spend, alongside a 26% increase in revenue from paid digital media and a 16% reduction in the paid media budget.

Products used

Funnel Funnel data platformFunnel Marketing Mix Modeling