NEW YORK, Sept. 12, 2018 — Datorama, a Salesforce (NYSE: CRM) company and the provider of the leading Marketing Intelligence solution, today announced its successful relationship with trivago. As a leading global hotel search platform, trivago helps travelers find their ideal accommodations from 2.5 million hotels on more than 400 booking sites. Just as critical as aiding its customers in the search for a perfect night’s stay, trivago’s marketing organization worked with Datorama to help it leverage its various data assets to optimize trivago’s global advertising programs.
In today’s complex marketing ecosystem, marketers experience difficulty sifting through the noise created by their data in order to capitalize on valuable insights. With an ever-increasing array of point solutions, marketers are presented an opportunity to better understand their customers and market to their respective needs. trivago’s marketing team understood that a traditional, manual-based approach would prove too time consuming and lacked the ability to scale across its Display Marketing, Brand Marketing, and Content Marketing teams. In addition, the teams wanted to make use of valuable internal spend, booking insights and revenue data.
In order to effectively and efficiently manage the entirety of its marketing initiatives, trivago needed to take a holistic approach rooted in a single source of data. The company accomplished this by adopting Datorama’s AI-powered Marketing Intelligence platform and the results were impressive.
With Datorama, trivago’s display team is saving 80 hours per day, and the content team has gone from spending nine hours per day to five minutes on data preparation work. That’s merely the start as the entire marketing team can now calculate its daily return on advertising spend (ROAS) from top line to tactical levels. Additionally, Datorama is helping trivago streamline the billing process between its Finance and Marketing departments, which reduces additional manual work required for timely remittance.
“Datorama has put us on the path to full automation,” said trivago Project Lead, Brand Marketing Tools, Ruthvick Poornachandra. “We’ve programmed our processes, helping us cleanse all our data, report on all our campaigns, and calculate and improve on our KPIs. Now, instead of spending our time copying, cleaning, and formatting reports, we can conduct advanced analytics to truly optimize our campaigns, with the confidence that we can always incorporate additional marketing channels and strategies to push our team’s performance even higher.”
“It’s been great working with the trivago team to enhance its existing marketing practices,” said Datorama CMO, Leah Pope. “In a short period of time, the Datorama platform was onboarded, put to use and has made a significant impact. To go from having siloed data assets to a centralized, single source of truth that can assist several teams’ calculation of ROAS across the marketing organization is a seismic shift that the Datorama team is proud to have enabled. We look forward to continuing our steadfast relationship, and helping trivago continue to innovate its marketing.”
