Automating analytics creates more time for Globus family of brands to work on what really matters.

Globus (Group Voyagers Inc, a group of travel companies otherwise known as Globus family of brands) is the largest tour operator in the world. Specialising in river cruises, and escorted and independent holidays; they provide services to almost 500,000 passengers each year. Offering more than 500 different itineraries, across 30 businesses, Globus has been a leader in travel for over 90 years.

Despite their long history and success in the market, Globus was still using processes that were slowing them down. Data extraction and reporting were manually processed, taking almost a day per week of a marketing resource’s time to deliver, and it still wasn’t providing the insights or visibility the team needed to be their best.

Create automated reporting that is easy to understand

The Globus team had been using a complex spreadsheet to track marketing activity, a time-consuming task that took resources away from other important work. They desperately needed automated processes to ensure their reporting was simple, easy to understand, and free from errors.

Save money while doing so

In addition, they needed to reduce the cost of creating reporting each month. Removing the need for multiple team members to dive into Facebook Ads reports and Google Analytics would free up resource hours which could then be used on revenue-generating activity.

It was clear that a multi-channel dashboard focussing on Globus family of brands (Globus, Cosmos, Avalon, and Monograms) should be created to provide the automation and insights that were so desperately needed.

Using Google Data Studio we developed dashboards that provided information in a clean format, and we set up live connectors (Supermetrics) ensuring up-to-date reporting was only a click away. The addition of time series and scorecard visualisations meant Globus was able to compare results across all channels and capture seasonal trends and historical performance from the two years prior.

Our solution covered:

Automated analytics frees up time

Manual reporting is time-consuming and can be prone to human error. In a time where all resourcing and headcount matters, automation can create opportunities for cost savings and give team members back valuable time and headspace to work on priority tasks.

Increased visibility for the marketing team

Another benefit of this project was the increased visibility of the marketing team within Globus family of brands, specifically their efforts with digital marketing. The new tool highlights results in an easy to consume way, favours information sharing into other parts of the business, and has increased satisfaction overall from our client.