Marketing now focusses on promotional activity rather than being slowed down by ineffective reporting processes
ABOUT THE CLIENT
Globus (Group Voyagers Inc, a group of travel companies otherwise known as Globus family of brands) is the largest tour operator in the world. Specialising in river cruises, and escorted and independent holidays; they provide services to almost 500,000 passengers each year. Offering more than 500 different itineraries, across 30 businesses, Globus has been a leader in travel for over 90 years.
Despite their long history and success in the market, Globus was still using processes that were slowing them down. Data extraction and reporting were manually processed, taking almost a day per week of a marketing resource’s time to deliver, and it still wasn’t providing the insights or visibility the team needed to be their best.
Create a more efficient cross-channel reporting process to save Globus time and money, while freeing up headspace
Globus family of brands came to us with two key challenges that they needed help finding solutions for:
Create automated reporting that is easy to understand
The Globus team had been using a complex spreadsheet to track marketing activity, a time-consuming task that took resources away from other important work. They desperately needed automated processes to ensure their reporting was simple, easy to understand, and free from errors.
A multi-channel dashboard with well-visualised analytics leads to improved reporting
We utilised Supermetrics to connect Google Analytics with ad data from Facebook, allowing for seamless integration of information, and to provide graphs and charts that improved data visualisation.
It was clear that a multi-channel dashboard focussing on Globus family of brands (Globus, Cosmos, Avalon, and Monograms) should be created to provide the automation and insights that were so desperately needed.
Using Google Data Studio we developed dashboards that provided information in a clean format, and we set up live connectors (Supermetrics) ensuring up-to-date reporting was only a click away. The addition of time series and scorecard visualisations meant Globus was able to compare results across all channels and capture seasonal trends and historical performance from the two years prior.
Our solution covered:
Fully automated data extraction, replacing manual extraction and mitigating data quality risks
Improved data visualisation, allowing for more efficient comparison
Scheduled email forwarding of the dashboard
Low tech stack cost
No data storage costs
Tangible savings on time, money, and mental load
This automation saves Globus $72,000 per year in resourcing costs. That’s 32 hours per month (almost a full week) or 386 hours each year that can now be redirected into other tasks.
Not only did we create significant time and cost savings, we were also able to give back something that you cannot put a price on – headspace! Reducing the mental burden on Globus’ marketers has allowed them to focus on strategy, execution of plans, and using analytics to inform decision making.
Savings per year in resourcing costs
Automation of analytics leads to time savings, cost reductions, increased visibility for the marketing team, and improved mental load.
Saved per year
Resourcing saved each month
Single source of truth created
This solution has demonstrated huge potential in supporting decision making and allowing the Globus team to adjust their strategy and plans with more confidence.
Automated analytics frees up time
Manual reporting is time-consuming and can be prone to human error. In a time where all resourcing and headcount matters, automation can create opportunities for cost savings and give team members back valuable time and headspace to work on priority tasks.
Increased visibility for the marketing team
Another benefit of this project was the increased visibility of the marketing team within Globus family of brands, specifically their efforts with digital marketing. The new tool highlights results in an easy to consume way, favours information sharing into other parts of the business, and has increased satisfaction overall from our client.
We don’t feel like a client, we feel that we work together. The In Marketing We Trust team are passionate about what they do in order for us to achieve our business goals. They are highly skilled experts, and I especially appreciate that they are so proactive in ensuring that we are kept up to date with reporting. They’re one of the best agencies we’ve worked with.Rachelle DDigital Marketing Coordinator, Globus Family of Brands
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