icelolly.com teamed up with boutique agency Jellyfish to re-target more than five million buyers a predictive machine learning model. The results were measured over a period of a month and tested against a controlled campaign.
Our findings showed that the predictive campaign generated 146 conversions, more than double the 71 seen by the controlled campaign. Overall engagement from customers also increased, with four per cent more likely to click on adverts directly targeted at them.
Ross Matthews, chief marketing officer at icelolly.com, says, “These findings highlight the importance of providing a personalised service, with customers wanting to feel their needs are being considered. By using a predictive model, companies can better target and cater for their customers, which will have a significant impact on both feedback and revenue.
“Machine learning has the potential to unlock considerable growth if used effectively, and will prove crucial when looking to meaningfully engage customers and increase sales. We are committed to putting the customer at the heart of everything we do, and introducing the latest technology will be key as we make booking a holiday an enjoyable and hassle-free experience.”
ENDS
Press contact:
Emily Learmonth
Senior Account Executive, MC2
emilyl@thisismc2.com
0161 236 1352
Notes to editors
Founded in 2005, icelolly.com is one of the UK’s leading holiday comparison websites, with more than 20 million visitors each year.
Customers can compare millions of great deals on package holidays, cruises and UK breaks from some of the top travel companies. Booking is simple, fast, and because all holidays are protected, safe – Once a customer has searched for their holiday on icelolly.com all they have to do is call the phone number, or visit the website of the dedicated travel provider, who will process their reservation as well as provide all the required information.
Being able to compare deals from more than 30 different travel companies, who add their best offers daily, allows customers to save time researching their holiday and save money, making icelolly.com a firm favourite with British holidaymakers.