How did Hurtigruten achieve a 5x increase in high value calls from offline sources?

Steaming ahead with cross-channel attribution to reduce PPC budget waste and increase high-value calls from offline sources.

The challenge

Despite a drive to become a digital-first business, Hurtigruten understood that phone calls are an important part of the buying process for its highest value products. In order to understand what channels are selling these large cruise packages, Hurtigruten needed a way of tracking where sales calls were coming from, and how to generate more. Due to many offline and online campaigns across the globe, it also needed a way of segmenting their analysis.

Why Infinity?

Hurtigruten was using a mix of call tracking providers in different markets, but Infinity call tracking was chosen as the best choice to bring all of them together for a cohesive global strategy that covered both on and offline marketing activity. Infinity’s integration with Google Marketing Platform also meant it was a solution that aligned with their current PPC strategy, and was very straightforward to implement.

The solution

Hurtigruten used Infinity’s dynamic tracked numbers on eight different websites across the globe, seven of them with localised numbers. Their local marketing teams also generated fixed tracking numbers to see how their offline marketing was performing.

Tracking every individual offline campaign meant they could see the print, direct, and outdoor marketing work that was responsible for driving high quality calls, which were most likely to lead to substantial amounts of revenue.

In order to judge the quality of call coming in via each channel, Hurtigruten set up a customised qualification system based on their knowledge of what calls usually lead to a sale. Calls that didn’t meet these standards were more likely to be support queries, highlighting where more information is needed on the website or marketing collateral. Reducing these lower value calls drives both marketing and operational savings.

The outcome

With a clear view of how all channels were performing, Hurtigruten had the insights to continuously make informed decisions and optimise the quality of calls they were receiving. The following year-on-year results from 2016 to 2017 were achieved with Infinity:

• 5x qualified calls from all offline marketing sources
• Calls from brochure advertising rose by 350%
• Decreased waste calls from PPC by 22%
• Increased ratio of high quality calls to the business by 4%

What the client says

Infinity is very easy to use, and our teams all over the world have had a seamless onboarding. The granular nature and segmentation options mean you effortlessly find what you are looking for. Going forward, we’re excited to expand our usage across more areas of the business, including integrating Infinity into our CRM system for a deeper level of strategic revenue attribution.Kirra Loh | Global E-commerce Manager, Hurtigruten