At a Glance
Challenge: Ucruise could track marketing channels driving booking enquiries but had no visibility into which activities actually drove sales revenue, making ROI and ROAS impossible to calculate.
Solution: Integrated sales data into Incendium's platform with multi-touch attribution to connect marketing activity directly to revenue and identify the most cost-effective channels.
Impact: 48% increase in ROAS within 6 months through data-driven budget redistribution.
About
Ucruise Sydney
Ucruise is a Sydney-based tourism platform connecting customers with harbour cruise experiences. Operating as a facilitator similar to Uber or Airbnb, Ucruise matches online enquiries with cruise operators through their sales team. The company has grown to become one of Sydney Harbour's top cruise experience providers, investing in diverse marketing channels including social media ads, email marketing, Google ads, and industry partnerships.
Challenge
Ucruise faced a common B2B problem: a disconnect between marketing activity and sales revenue. While they could measure which channels drove booking enquiries, their sales funnel data ended there. They had no way to link sales back to those enquiries or to the marketing activities that generated them.
Without understanding ROI and ROAS, Ucruise couldn't optimize their marketing spend effectively. They also recognized that some channels might play a crucial role in generating initial interest even if they weren't the final touchpoint before a sale. They needed visibility into how each channel contributed value throughout the customer journey.
Solution
Incendium imported Ucruise's sales data directly into their platform, creating a complete view of the customer journey from initial marketing touchpoint through to final sale. Using multi-touch attribution capabilities, we identified which channels and campaigns were generating the most cost-effective sales and which were providing valuable assists at different stages of the customer journey.
With attribution data connected to sales revenue by channel, we recommended a strategic redistribution of marketing budget designed to maximize ROI and ROAS based on actual performance data.
Impact
The data-driven budget adjustments delivered a 48% increase in ROAS within 6 months. Ucruise gained clear visibility into marketing effectiveness measured by actual sales revenue, not just enquiries. They could now see both direct conversions and assist value across all channels. Incendium continues to provide ongoing attribution data, enabling regular optimizations to maintain optimal ROAS.
