"TUI's pre-pandemic aggregated MMM models suggested they were underinvested in social media at a time when the industry was pivoting towards digital. This trend was only accelerated by the pandemic."
"Existing attribution solutions became increasingly less useful to analyze performance contribution across channels, and their aggregated MMM model was unable to assess the role that certain channels such as Meta played in brand building."
"A new, privacy-sensitive approach to measurement was required to answer the most important questions about how channels and partners performed at a more granular level, including Meta and its role in brand building."
"The vision was to build on the strategic insights gained from MMM and to use it as a tactical measurement solution that could help improve the execution and performance on key platforms."
Post-pandemic, TUI needed to tackle efficient bookings and brand repositioning after their "Live Happy" campaign. Their previous models indicated underinvestment in social media, necessitating a better understanding of Meta's role in performance and brand awareness. Existing attribution models were inadequate for assessing channel contributions, prompting the need for a new, privacy-sensitive measurement approach. TUI's measurement team aimed to leverage insights from Marketing Mix Modeling (MMM) to enhance execution and performance across key platforms, focusing on granular insights for improved decision-making.
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