Homeinns Hotel Group — Tracing Customers’ Online Paths to the Hotel with Contribution Dissector
Founded in 2002, Homeinns Hotel Group is the leading economy hotel chain in China in terms of market share, number of hotels and hotel rooms and brand recognition. Homeinns Hotel Group uses digital medial channels in addition to traditional media in order to grow its market share. To assess the effectiveness of its various digital advertising channels, Homeinns utilized the attribution model in Contribution Dissector to analyze long-term customer behavior and the combination and sequence of events across digital channels that correlated with hotel choice. This enabled Homeinns to allocate its advertising budget across digital marketing channels more effectively, capture more potential customers and increase customer loyalty.