Meiro’s economic impact
Better than average ad performance, relative to budget spend.
Lift in revenue per booking due to email personalization
Higher CTOR compared to average email campaign.
Higher CTR compared to average email campaign.
About the client
DER Touristik, part of the REWE Group, is a leading European tourism company encompassing a wide range of travel-related services. Headquartered in Germany, the group operates multiple brands and business divisions, offering everything from packaged tours and individual travel bookings to hotel operations and airline services across physical and digital platforms. With a presence in multiple countries including Czech Republic, Slovakia, Hungary, Poland, and Romania, DER Touristik consistently emphasizes customer-oriented solutions and sustainable business practices, ensuring travelers experience memorable journeys across the world.
Client’s challenges
Before adopting Meiro CDP, DER Touristik faced multiple challenges, including:
Solutions delivered by Meiro
Connection to core systemsWe began by interfacing with DER Touristik Group's internal DACO database and their in-house built CRM systems. Subsequently, our integration extended to their Data Warehouse (DWH), ensuring a holistic view of customer data across core systems.
Tracking customer engagement across multiple brandsWe tapped into their Czech (CZ) and Slovak (SK) websites, which included notable platforms like Fisher, EXIM tours, eTravel in the Czech Republic, and Fischer and Kartago in Slovakia. Events across these platforms were tracked and consolidated with the CDP to discern patterns in customer behavior and interaction.
Single customer view and reportingOur identity resolution enables DER Touristic brands to recognize customers across various channels, offering a unified view into their profile with detailed history of brand interaction across touch points.
Meiro’s advanced identity resolution algorithm provided real-time, deduplicated, and continuously updated unified customer profiles for Der Touristik, achieving visibility across four different brands in one country. This helped marketing teams better understand customer preferences, including preferred channels, purchase patterns, vacation styles, and even cross-brand interactions—such as when, for instance, a long-time Fischer customer browsed the EXIM Tours website.
Enabling no-code audience segmentationUsing insights from tracked events, we created custom attributes that captured key characteristics of their customer base. These attributes proved pivotal for Fischer and other brands to efficiently segment audiences and craft campaigns with more precise targeting and messaging without reliance on IT teams. For example, non-technical marketers can now, in real time, create audiences of customers who frequently read EXIM Tours' newsletters, historically prefer first-minute seaside deals, always travel as a family with kids, but are currently browsing city weekend getaways on one of Der Touristik's brand websites.
Omni-channel marketing activationWith real-time micro-segment updates across the brand’s touchpoints, campaigns aimed at nudging customers toward conversion became more efficient. Marketers at DER Touristik can now instantly activate custom segments across marketing channels. Meiro powers Der Touristik’s advertising on platforms like Meta, Google, Microsoft Ads, and local DSPs like Sklik. Meanwhile, Der Touristik’s CRM teams leverage real-time triggers and segments for email campaigns, integrating tools like SmartEmailing and personalizing experiences across all websites. Additionally, Meiro has recently begun supporting lead discovery for the outbound call center, enhancing outreach efforts.
217% better than average ad performance, relative to budget spend.
19,8% lift in revenue per booking for call center outreach.
290% higher CTOR compared to average email campaign.
620% higher CTR compared to average email campaign.
Best-performing use cases deployed with Meiro CDP
EXIM Tours and Fischer aimed to boost conversions among indecisive users—those who exhibited behaviors like extended browsing and viewing multiple properties without making a purchase. Statistically, the likelihood of conversion for these users is low. Objective was to turn hesitant browsers into paying customers.
- An exit-intent pup up banner was deployed on the desktop versions of Fischer.cz and Eximtours.cz websites to engage visitors about to leave the site.
- This popup banner was shown on all pages except those related to the booking process and appeared once per session, up to five times per user.
- It targeted users interested in travel offers using a scoring mechanism based on recent behavioral signals and website engagement. While obviously targeting only users who have not yet subscribed.
- 3x higher conversion rate than average email campaign.
- 7,2x higher CTR compared to average email campaign.
- This use case alone generated incremental profits that covered cost of Meiro CDP license helping achieve ROI faster.
The objective was to increase conversions in more profitable channels by proactively reaching out to customers who had shown interest in travel offers but had not made a purchase.
- With Meiro CDP, DER Touristik attempted to identify and convert customers who had consented to phone contact and were actively researching travel packages online without being logged in (as most of them do).
- The curated list of prospects, along with insights into their browsing behavior, purchase history and preferences, was forwarded to the outbound call center agents.
- This empowered the call center agents to proactively reach out to these customers as they were researching holiday options. This approach not only made the customer interactions more relevant and engaging but also maximized number of customers transacting in higher margin digital channels.
- 4,6x higher conversion rate for call centre compared to the email campaign.
- 19,8 % lift in revenue per booking due to the personalized and direct approach of call center agents.
With ever-increasing costs of advertising on Meta and Google platforms, Der Touristik constantly experiments with new ad performance optimization tactics, aiming to drive down customer acquisition costs while simultaneously increasing Return on Ad Spend (ROAS).
- DER Touristik used Meiro CDP to refine their audience segmentation, shifting from broad groups to micro-segments of just a few thousand customers, informed by detailed website interaction data.
- They differentiated between in-branch and online customers, identified overlapping interests, and conducted cross-segment analyses to gauge offline customers' responses to online offers.
- They refined their targeting precision by excluding irrelevant audiences and focusing on users who had previously purchased tours on specific dates to maintain relevance.
- They also implemented remarketing strategies aimed at users who had not yet purchased a tour.
- 60% of all conversions from this campaign used Meiro segments. However, these campaigns only account for 18.9% of the overall budget spend.
- 217% better than average performance, relative to budget spend.
- Meiro was involved in 8.8% of the assisted conversions.
- Meiro’s segments help drive overall ROAS improvement for paid ads.
The primary objective was to increase repeat bookings by targeting customers nearing their one-, two-, or three-year purchase anniversaries who had not booked in the current year. This approach necessitated a comprehensive understanding of customer history, particularly for loyal customers who have been booking vacations with Fischer for over ten years.
- A recommendation system was created to identify these customers and engage them on a yearly basis in the most optimal time with automated personalized emails featuring tailored travel offers, including identical or similar holiday options with detailed information and images.
- This targeted approach significantly increased customer engagement and the likelihood of repeat bookings.
- Impressive 30% click-to-open rate (CTOR), is 290% higher than the average email campaign.
- Remarkably, there were zero unsubscribes from this automated email scenario, indicating strong customer satisfaction and interest in the personalized travel offers.
“Meiro is an extremely valuable tool for us, whether it's data analysis or segment personalization. This tool has a firm place in our marketing mix.”
