Tourism
Submarino ViagensMachine Learning and app: increased revenue and profitability in online tourism
A pioneer in online travel sales in Brazil, Submarino Viagens scaled revenue and profitability by combining automated bidding with AI and a new app channel.
The Challenge
A pioneer in online sales of flights, hotels, and packages in Brazil, Submarino Viagens needed to scale sales and profitability in a competitive market.
The challenge involved leveraging media with artificial intelligence and launching a new sales channel through a mobile application.
The Strategy
We combined Machine Learning in media with the structuring of the app as a profitable sales channel.
Automated Bidding with AI
Strategy based on historical data, context, user behavior, and profile.
Data-Driven Attribution (DDA)
Data-oriented attribution model for more precise investment decisions.
Dedicated Campaigns per OS
For each operating system, installation campaigns and conversion campaigns (flight sales).
Events by Usage Depth
Creation of events based on app navigation to qualify purchase propensity.
Results
in revenue (YoY)
in ROI (YoY)
App vs. Website ROAS
app installs
The Machine Learning strategy boosted revenue and ROI, while the app became more profitable than the website within the first few months.
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