As your customers become more interested in how their data is being used online, managing data and discovering insights can get more challenging. Booking.com, one of the world’s largest online travel platforms, wanted to evolve the way they collect, store and use data as their customers demand more in terms of privacy. So Booking.com used Ads Data Hub to get insights into the performance of their campaigns while protecting the privacy of their customers. The company was able to answer important questions—like creative, audience and publisher performance—that can be used to make better decisions to drive incremental user acquisition. Watch the video to learn how using Ads Data Hub helped Booking.com evolve its approach to ad insights and improve its analytics without compromising user privacy.
Marc-Antoine Lacroix, Marketing Technology Specialist: At Booking.com, what we aim for is to be the one stop shop for all of your travel needs. So let it be for accomodations, renting a car, booking a flight.
Lacroix: Our customers are becoming more and more interested in how their data is being used online. So as an organization, it's incredibly important that we also evolve and we innovate the way that we collect data, store data and also use this data.
Matthijs van Geffen, Media Analytics Manager: We're always relentlessly innovating and on the hunt for the latest technology to strive for a high level of quality in our analytics.
van Geffen: Ads Data Hub is a secure cloud environment that contains all of our Google Marketing data and allows us to analyze the data while protecting the privacy of our customers.
Lacroix: With Ads Data Hub, we don't actually have direct access to the customer information. What we obtain through these queries is aggregate information, information that we can use to improve, optimize, or make better decisions about our Google marketing campaigns.
van Geffen: Ads Data Hub provides us the insights into the performance of an individual campaign, to drive incremental user acquisition.
Lacroix: We are able to answer some questions like which creative works best with which audience, or which campaign actually works best with which publisher. So it's a very insightful platform in the sense that we are able to not only obtain these insights, but also calculate some important metrics like the return on investment of each of our campaigns.
Lacroix: Thanks to Ads Data Hub, we can continue to evolve as our customers demand more in terms of privacy.
