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GoFro is a one-stop travel solution provider that empowers the modern traveller with flexibility of choices for their dream vacations. GoFro has built a robust tech platform with global reach to connect travellers with leading online and offline destination experts for all travel components.

Goal
Challenge

The crux of any lead driven marketing campaign is to acquire a high intent lead which results in a quick sale with a high revenue. In addition to the challenge above, GoFro’s unique business model also faces another challenge of an ever-dynamic demand for leads from suppliers in a given geography.

Approach
The Solution

To cater to the season-driven business goals of GoFro, Sokrati deployed an integrated marketing approach across platforms that would help GoFro tap into the right audience and capture their intent.

For capturing high intent leads through Search channels, Sokrati’s Keyword builder helped the team to design a granular account structure with new themes/keywords by regular search term analysis. A differential bidding strategy for the converting keywords helped scale-up the volume of high intent leads. Furthermore, to capitalize on the mobile traffic Sokrati’s Bid Optimizer enabled device-specific bid strategies resulting in a 50% lower Cost-per-Lead on mobile.

On Social platforms, extensive micro-experiments powered by Sokrati’s Creative Analytics&Persona Targeting enabled the team to map top performing creatives, ad copies and package type with high intent audience cohorts resulting in a 3X increase in lead volume.

Sokrati’s proprietary analytics and tracking solution, Chuknu, helped the team to track the user journey on the website, identify user drop-off at every stage of the funnel and devise laser-sharp remarketing campaigns across channels which would bring these users back to the buying funnel thus increasing the lead conversion rate on the website.

In addition to the above, Sokrati’s customizable reporting and automated alert capabilities gave the account management team a holistic view of campaign metrics across channels and CRM data thus enabling them to take geo-specific actions in real-time.

Key Wins
Key Wins

48%

Increase in lead volumes

71%

Decrease in CPL

39%

Decrease in cost per package sale

testimonial
Testimonial

Having worked closely with the Merkle Sokrati team, I can happily say it has been a very fruitful experience developing and executing the lead generation campaigns for GoFro. The team has been able to quickly scale our campaigns and reduce the CAC through their expertise and strategic approach thus having a major positive impact on our online business.

Sanket Purohit, Manager – Product & Marketing
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