OnlineTours: converting insight into sales

About OnlineTours

Established in 2012, OnlineTours is Russia’s first and largest online travel agency offering millions of holiday packages in 80 countries around the world.

Industries: Other
Location: Russia
Products: BigQuery

About OWOX

OWOX provides analytics services for multi-channel businesses with OWOX BI solutions and helps implement Google Analytics 360 Suite and Google Cloud Platform projects.

With OWOX and Google BigQuery, OnlineTours built a BI platform that improves insight into customer intent and helps boost sales.

Google Cloud Platform Results

  • Achieves a 15% email conversion rate with a system of automated, personalized emails using Google BigQuery
  • Connects offline transactions and online activity data with OWOX BI Pipeline and Google BigQuery
  • Empowers managers to directly query customer behaviour data with Google BigQuery’s simplified web interface

Converted 15% of personalized emails into sales

Established in 2012, OnlineTours is Russia’s first and largest online travel agency. With a focus on providing holiday experiences tailored for its customers’ individual needs, the company has seen its business grow rapidly with 100 million people visiting its website every month. In order to maximize growth and improve its customer service even more, OnlineTours wanted to make the most of the data it had amassed. To do that it turned to Business Intelligence (BI) experts OWOX and Google BigQuery.

“We wanted to improve our web analytics and help increase our sales. We already used Google Analytics and we knew that OWOX was a great partner to help us get the best insight from it.”

Ilya Ostrerov, CTO, OnlineTours

“We wanted to improve our web analytics and help increase our sales,” says Ilya Ostrerov, CTO at OnlineTours. “We already used Google Analytics and we knew that OWOX was a great partner to help us get the best insight from it.”

Google BigQuery for powerful insight

Online travel agencies have exploded in popularity in recent years, offering flexibility, affordability and a huge range of choice compared with traditional travel agents. OnlineTours alone provides over 200 million combinations of travel options to suit every need. However, even with extensive options and deals, holidays are still expensive and rare for customers. OnlineTours wanted to do everything possible to gain new customers and retain its existing ones. With a database of transactions from its call center and a separate dataset of online activity via Google Analytics, OnlineTours wanted to take its analytics capabilities to a new level and target the most viable customers in the best possible way.

“For our clients, Google BigQuery is usually the best solution because you can keep costs down since you only pay for what you process, you don’t have to invest in infrastructure and you can scale easily.”

Mariia Bocheva, Head of Sales and Marketing, OWOX BI

Ilya, CTO at OnlineTours, had previously worked with OWOX so he knew that it was the perfect partner to help the company optimize its analytics with Google technology. Using the OWOX BI Pipeline, OnlineTours pumped data from both Google Analytics and its transactions database into Google BigQuery. With its datasets in one place, OnlineTours could now gain far more insight than it had previously, linking online and offline customer activity, and querying it with ease using Google BigQuery. “For our clients, Google BigQuery is usually the best solution since you can keep costs down because you only pay for what you process, you don’t have to invest in infrastructure and you can scale easily,” says Mariia Bocheva, Head of Sales and Marketing at OWOX BI, also highlighting Google BigQuery’s comprehensive security features.

OnlineTours ran an experiment to boost its conversion of marketing emails into sales. By comparing website activity data, obtained with Google BigQuery, with its database of email subscribers, the company could build up a picture of what its customers were looking for. OWOX worked closely with OnlineTours on a system that could compare these user-behaviour insights with the available offers and then automatically send out emails personalized for each customer’s specific needs.

“OWOX has been a very good company to work with. They’re very reliable and we really feel like we can ask their advice whenever we need it. We know they’re a company we’d like to work with in the future.”

Ilya Ostrerov, CTO, OnlineTours

“OWOX has been a very good company to work with,” says Ilya. “They’re very reliable and we really feel like we can ask their advice whenever we need it. We know they’re a company we’d like to work with in the future.”

Boosting sales, empowering staff

With the help of OWOX and Google BigQuery, OnlineTours converted 15% of its personalized offer emails into sales. By avoiding a telephone-led marketing drive, the company could reap the rewards of a sales boost without spending extra resources on its call center. Google BigQuery’s ease of use means that OnlineTours can open its data to its non-technical staff and look for other ways to add value to the business. “Google BigQuery has a good web interface for querying,” says Ilya. “Once we show them how, our managers can query the data themselves.”

Flush with the success of its email experiment, the company is currently working with the Google Cloud Vision API to help sort and filter its huge collection of images from hotels and holiday destinations as well as Google Cloud Storage to hold its backups and static files. With its new BI capabilities, OnlineTours can continue to rely on Google and OWOX to provide the tools and expertise necessary to turn analytic insight into business success.

“Our programmers are professionals and it’s important that we use the best tools available,” says Ilya. “With Google technology, our job is much more interesting and more satisfying.”

About OnlineTours

Established in 2012, OnlineTours is Russia’s first and largest online travel agency offering millions of holiday packages in 80 countries around the world.

Industries: Other
Location: Russia

About OWOX

OWOX provides analytics services for multi-channel businesses with OWOX BI solutions and helps implement Google Analytics 360 Suite and Google Cloud Platform projects.

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