Situation
Windstar Cruises wanted to know how many touch points consumers need before they reached out for a cruise quote on the company’s website. In addition, we also sought to evaluate the reach of our programmatic media efforts and identify any overlap of marketing tactics to reduce redundancy and improve efficiency.
With the aid of our advanced targeting and analytics, we would be able to determine Windstar’s consumer touch points and uncover marketing overlaps.

Action
We targeted Windstar’s customers at every stage of the trip planning process across display, native, video and CTV. Our performance reports enabled us to assess individual channel performance and consumer behavior, giving a comprehensive
view of the campaign’s impact on quote requests and reach. Using this approach equips us with the knowledge to define the consumer’s journey and identify strategic adaptations to maximize reach and conversions.
The Results
With only a 13% overlap in audiences, the campaign reached 17.7 million unique users. Our analytics showed that the majority of consumers needed just one to two touch points to convert, with those who saw prospecting video ads having the shortest path to conversion. Windstar received over 400 quote requests as a result of our programmatic campaign, delivering a cost per inquiry (CPI) of $1,494 against a $2,027 goal. We outperformed Windstar’s other programmatic partners by 36% for quote request volume.
17.7M
Unique Users Reached
1-2
Touch Points Before Majority Convert
29%